4 stats from LinkedIn’s Future of Work report that point AI marketers to great content ideas

You can’t automate people skills… yet. According to LinkedIn’s Future of Work report, while a few jobs are almost entirely able to be automated—sorry, cashiers and software engineers—most rely on soft skills that 92% of US executives say are more important than ever.

If you’re a marketer of AI-powered products, that statistic—among several others in the report— is a gift. Why? It points to where B2B buyers are with the AI adoption arc, and to a gap in understanding among consumers that your content can and should address. We’ve rounded up a handful below and outlined what they should mean for AI marketers’ content strategies.

92% of US executives agree that people skills are more important than ever.

As late as April of this year, Forbes reported that 77% percent of consumers were worried about AI eliminating jobs within the next 12 months. But LinkedIn’s report shows that most jobs rely enough on people skills that their jobs are likely to change, but not be eliminated, by AI.?

This is a key point to make when addressing potential users of AI platforms who are lingering in the “fear” stage of the AI adoption arc. Further, marketers who want to win over this contingent should create content that explains how AI can automate the tedious parts of their job so that they can focus on the fun stuff. (According to the report, 76% of office workers said they would be comfortable using AI for administrative tasks.)?

51% of US executives are excited about AI advancements but do not yet know how their organization will leverage AI tools and skills.?

This is great news for marketers of AI products, as it suggests that the majority of US executives have passed through confusion, fear, and skepticism to the awareness stage of the AI adoption arc. In short, they’re ready to learn more.

This is the sweet spot for B2B content marketing, where executives are excited and still looking for guidance. Brands that lead with quality, credible content have the opportunity to win a share of voice before the “middle funnel” gets too crowded. Look to webinars that feature early adopters, use cases, and thought leadership columns that communicate high-level benefits, like how AI can make organizations more efficient.

44% of US executives agree that they are planning to increase their use of AI at their organization in the next year.

This is the statistic that will tee up your 2024 content strategies. If you can identify who in your audience is ready to get started, you can create content that shows these prospects how AI can be applied day-to-day and within their vertical.

Create thought leadership that drills down into practical applications, playbooks, and vertical-specific use cases and case studies.

Only 4% of executives plan to reassess roles and reduce headcount as an impact of AI on their workforce.

Change is coming, but not too quickly. This stat is also useful in allaying fears about AI replacing jobs, but more importantly, it shows that there is time for white-collar professionals to learn more about AI, expand their skill sets, and pivot before decision-makers start doing this in earnest.?

To seize this opportunity to create a mix of educational content that points workers to skill sets they might need in the near to mid-term while showing executives how they might refocus their teams on higher-order tasks like strategy or customer service.