More than 70 percent of companies are looking for editorial or creative professionals to boost web marketing campaigns.

With 96 percent of businesses reporting setting out to improve and expand their use of social media, the impetus to find talent capable of running these initiatives is growing. According to Booz & Company, which conducted a study in conjunction with Buddy Media, 72 percent of companies are seeking talented teams of content writers and other creative professionals to boost their social strategies.

Content marketing and social media marketing have become business-critical for companies moving forward. However, as the two marketing channels evolved into this position of prominence, businesses found that they did not have the skill sets in house to deploy campaigns effectively.

Looking for skilled individuals to create compelling copy, whether for landing pages or news content marketing material, will help companies convert new prospects. Plus, Booz & Company’s research suggests marketers are find that including compelling content in social campaigns can help attract traffic to a website.

“[Modern marketing] is more dynamic and real-time, but also more iterative as well as content- and people-intensive,” Christopher Vollmer, partner and leader of Booz & Company’s media and entertainment practice, said in a release. “Specifically, it requires marketers to develop deeper capabilities in content development to connect with target consumers …”

Brafton recently reported that 43 percent of businesses are planning to dedicate 25 percent of their market budgets to third-party agencies with varying specialties. Content marketing initiatives provide such diverse benefits – in terms of SEO and developing a company as a thought leader – that it’s critical to find content writers capable of hitting the exact note needed to target the right audience.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.