Multimillion dollar salaries, business travel across continents, lucrative perks and incentives, organisations with flat hierarchy, winding of big companies and unanticipated lay-offs... The employees of the current century have seen it all. There is a paradigm shift, be it the dynamic work culture, or changing technologies or in meeting the increasing demands of clients. The following sections explain some of the important trends of “Employment in the 21st century”. It also highlights the expectations of the employers and the rapid changes that have revolutionized the workplace.
A) Multitasking and multiple skills
The workplace demands employees who multi task, acquire multiple and need-based skills. It is not only a question of cost optimisation, but the employer adopting a leaner, meaner and efficient operational strategy. So generalists are in high demand. Of course, specialists are still preferred for roles that require niche expertise. Employees who multi-task and acquire multiple skills add lot of value to organisations.
B) Social media and adapting to technologies
Social media and new technologies play an important role in many businesses. Using social media and the ability to grasp different technologies and use them comfortably have become the basic norm for employees, irrespective of their area of specialization, or the projects they are involved in. Employees who have an edge in these areas will be able to move up the career ladder, quickly.
C) Career transitions and increased aspirations
Gone are the days of working for a company for 50 years or working in a particular domain or specializing in only one area of work. Employees have greater aspirations and are not hesitant to change careers, jobs and the huge employment opportunities are an impetus. Employers also prefer employees with diverse experiences. Such employees pass on the benefit of their rich experiences, sheer resourcefulness and understanding of different cultures. They are also to think on their feet in managing and solving problems. Similarly, sabbaticals and volunteering experiences are not frowned upon, even in conventional organisations, as long as they enhance the skills and employability of the employees and translate to tangible values for the organisation.
D) Cross-cultural sensitivity, EQ and IQ
Business enterprises are targeting unmapped boundaries and expanding their geographical presence in all areas of the world. Employees working in the technology or client servicing or sales function work and interact with different nationalities. Be it a video conference or a business lunch, the emphasis on understanding cross-cultural sensitivity cannot be overstated. So the typical modern day employee is one who is not just high on EQ and IQ, but adopts a hands-on approach in dealing issues related to cross-cultural sensitivity.
E) Critical thinking and people management
Businesses are undergoing major transformations. There are sudden and unanticipated changes, from IT to dot com to social media. So there is a huge demand for people who can think critically, analyse business challenges and scan the market and explore new opportunities. Apart from this approach to business, the employees should also be able to suggest and implement better and smarter methods to execute projects. This also calls for a high degree of people management, networking and also being able to reach to the right people at the right time.
F) Independent
Employees who can think and act independently are resourceful and highly prepared, not only in meeting business requirements, but in handling crisis. They also prove to be important assets to organisations. Organisations don’t prefer people who can only carry out orders and instructions.
Conclusion: The modern day employees, many of whom are more popularly referred ‘knowledge workers,’ are an interesting phenomenon. They are a part of an ever-changing and evolving work culture. In the following years, there will be an addition of the different practices that they adapt and are expected to adapt. This will contribute to an in-depth-analysis of the topic ‘Employment in the 21st century’.
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Wednesday, July 18, 2012
Primal Wilderness Rambling
A night trek in Magalidurga on one weekend, followed by rock-climbing and rappelling sessions in Turali on the next weekend leaves me craving for more. As the Bangalore Mountaineering Club is synonymous with catering to trek and travel addicts like me on a weekend basis, I didn't have to think twice before booking a two-day trek to Thirumaleguppi. As I anxiously wait for the departure in Shanthi Sagar Domlur on Friday night at 9:25 P.M., I happen to meet some of my travel companions. We chat for a while and find something in common. Many of us fear leech-bites.
The coordinator Jaya Siddarth introduces himself and tallies our names on the sheets. Somehow we get the impression that he's a serious and strict guy, only to learn later the next day that he has more fun than any of us and easily inspires others to enjoy the trek. The driver takes frequent breaks to keep at pace with the other tempo that carries another gang of travelers. We reach Chickmagalur in the morning at around 6:30 A.M., after going about 300 Kilometers. Beyond Chickmagalur, transport is by jeep or on foot. So, jeeps ferry us in turn, along with our luggage and sleeping bags.
The journey lasts about an hour and costs 500 Rupees. This is not expensive, because it's per group not per person. As we freshen up at Mullodi house, we are startled. The caretaker Satish places his mobile just below the dish-antenna to converse. While still wondering at this amazing technique, we try our luck with our own phones only to be disappointed. The entire batch arrives and has a sumptuous breakfast of idli with chutney and sambhar. We have a small induction then pack our lunches.
Now, it's time for the trek. We start off at 9 A.M. in the morning. From the beginning, I'm watchful for leeches on the muddy path. By alerting others whenever I notice one, I earn the coveted title “The Leech Hunter”. The path is initially muddy, then we come across shrubs and maneuver through thorns and wild grasses. At times, some of the gang takes a diversion, only to be alerted by our guide Satish to follow the group and not get lost. Soon we climb some extremely steep hills and reach the first peak at 11:20 A.M. Initially, novice climbers hesitate to cross the steep sections without ropes or safety-equipment, but after watching others, they realise it's not an impossible feat and do it themselves.
After some rests and photo shoots, we reach Peak 2 in another 40 minutes. Here we encounter some misty areas. On the passage to Peak 3, we face the most challenging task of the trek. We have to slide down a slope. On seeing the spot, we decide to let the experienced trekkers do it first, so they can then help the rest. This works well, except a few slip a bit and scare others in the process. I drop my bag while sliding, but luckily it's picked up by my predecessor. We reach Peak 3 in another 50 minutes and discover to our surprise that the mobile phones still receive messages. We try calling, not to reach anyone but just to know if there is proper connectivity. Yet, that is not to be. After group photos and a one-hour lunch break, we leave Peak 3 at around 2 P.M.
The return trip proves interesting, as many of us choose to slide much of the way, severely shredding our pants. We reach the homestay at 5:10 P.M. then take a ten-minute stroll to Somavathi falls. Reaching the falls is like running a hurdle race. One has to jump a few concrete barriers to get to the cascade. It's also possible to reach the waterfall by wading the stream, though one has to watch out for slippery rocks. Not everyone had the guts to swim at this late hour in the freezing mountains.
After a camp-fire and dinner, we hit the sleeping bags. Breakfast is a taste of authentic Malnad food, before we pack to leave. On the journey back, our vehicle takes a detour to Belur temple. We reach Bangalore, late in the evening with fun memories and a taste for future adventure.
Monday, October 3, 2011
Green Initiative : A man-made sanctuary in Kodagu
This little sanctuary in South Kodagu is a man-made paradise. We are talking about Save Animals Initiative (SAI) Sanctuary, which encompasses an area of 300 acres and is a village by itself.
The fact that the forest in the area has been nurtured and retained in its purest natural form is due to the efforts of Anil Kumar Malhotra and Pamela Gale Malhotra, Managing Trustee and Co-Managing Trustee of SAI Sanctuary Trust.
“We started this initiative way back in 1993 with a meagre 55 acres and have expanded it as forest land. Some of the area is also used for cultivation of coffee, cardamom, bamboo, rice, banana, tomato and other vegetables and fruits,” adds Pamela. Anil quips, “The Western Ghats region is key source for fresh water and Kodagu is the heart serving Maharashtra and Karnataka.” The duo has settled in India, after donning various hats in the US (finance professionals, waiters, bartenders and hoteliers), only to find later that nature was their true calling.
“Preserving pristine water resources, expanding and protecting the sources of fresh water, cultivating natural organic foods without disturbing native trees and putting waste land to proper use,” has been their mission and they modestly admit to having achieved it gradually and add that they have miles to go.
So was the path all smooth? “Not at all,” Anil hastily adds. “Right from getting workers to procuring materials to managing finances, it has been an extremely tough but rewarding journey.” The Malhotras have also protected the environment while serving the economically downtrodden and socially backward classes for almost a decade in the Himalayas before embarking on this mega venture. Apart from protecting forests and freshwater, their other priorities include rescue, rehabilitation and release of wildlife, besides conservation of energy. The sanctuary boasts three micro hydro-generators, micro windmills and several solar panels along with solar hot water systems—all of which provide enough electricity to meet their needs. More importantly they do not avail the services of the State’s electricity grid and do not have a single connection to or meter of the power grid. The Malhotras fondly refer to the sanctuary as a natural forest.
True to its name, the sanctuary provides a sanctuary for elephants, deer and tigers to feast on while supplying fresh water to quench their thirst from its river and ponds. They also engage a veterinarian to treat injured birds and animals which come to the sanctuary and those brought in by villagers. The Malhotras themselves have saved an impressive collection of African love birds which are housed in a large aviary.
The sanctuary is characterised by the flavour of nature, be it in the form of homemade cottage cheese/paneer procured from their own cattle and served to guests or the walls made of natural stones (resembling entrances of caves). The Malhotras also take you to the roof-top tree canopy to help you get a bird’s eye view of the sanctuary stretching to the borders of Brahmagiri hills. The view is breathtaking. Anil proudly claims to have spread awareness in several villages on the advantages of organic farming. Anil points out that the place is not a picnic spot or a holiday destination, and says only those genuinely interested in nature should visit the sanctuary. SAI Sanctuary is located at Theralu Village and Post, South Kodagu District. It is near Birunani Village which is a 20 minute drive away.
This article was published in Spectrum, a supplement of Deccan Herald , on October 4,2011.
The fact that the forest in the area has been nurtured and retained in its purest natural form is due to the efforts of Anil Kumar Malhotra and Pamela Gale Malhotra, Managing Trustee and Co-Managing Trustee of SAI Sanctuary Trust.
“We started this initiative way back in 1993 with a meagre 55 acres and have expanded it as forest land. Some of the area is also used for cultivation of coffee, cardamom, bamboo, rice, banana, tomato and other vegetables and fruits,” adds Pamela. Anil quips, “The Western Ghats region is key source for fresh water and Kodagu is the heart serving Maharashtra and Karnataka.” The duo has settled in India, after donning various hats in the US (finance professionals, waiters, bartenders and hoteliers), only to find later that nature was their true calling.
“Preserving pristine water resources, expanding and protecting the sources of fresh water, cultivating natural organic foods without disturbing native trees and putting waste land to proper use,” has been their mission and they modestly admit to having achieved it gradually and add that they have miles to go.
So was the path all smooth? “Not at all,” Anil hastily adds. “Right from getting workers to procuring materials to managing finances, it has been an extremely tough but rewarding journey.” The Malhotras have also protected the environment while serving the economically downtrodden and socially backward classes for almost a decade in the Himalayas before embarking on this mega venture. Apart from protecting forests and freshwater, their other priorities include rescue, rehabilitation and release of wildlife, besides conservation of energy. The sanctuary boasts three micro hydro-generators, micro windmills and several solar panels along with solar hot water systems—all of which provide enough electricity to meet their needs. More importantly they do not avail the services of the State’s electricity grid and do not have a single connection to or meter of the power grid. The Malhotras fondly refer to the sanctuary as a natural forest.
True to its name, the sanctuary provides a sanctuary for elephants, deer and tigers to feast on while supplying fresh water to quench their thirst from its river and ponds. They also engage a veterinarian to treat injured birds and animals which come to the sanctuary and those brought in by villagers. The Malhotras themselves have saved an impressive collection of African love birds which are housed in a large aviary.
The sanctuary is characterised by the flavour of nature, be it in the form of homemade cottage cheese/paneer procured from their own cattle and served to guests or the walls made of natural stones (resembling entrances of caves). The Malhotras also take you to the roof-top tree canopy to help you get a bird’s eye view of the sanctuary stretching to the borders of Brahmagiri hills. The view is breathtaking. Anil proudly claims to have spread awareness in several villages on the advantages of organic farming. Anil points out that the place is not a picnic spot or a holiday destination, and says only those genuinely interested in nature should visit the sanctuary. SAI Sanctuary is located at Theralu Village and Post, South Kodagu District. It is near Birunani Village which is a 20 minute drive away.
This article was published in Spectrum, a supplement of Deccan Herald , on October 4,2011.
Thursday, September 22, 2011
Heaven on earth : Untouched beauty
I had booked myself on a group tour to explore central and north India and I was content with enjoying only a few landmarks in Delhi and Punjab as the sense of urgency to land in Kashmir superseded the tour’s itinerary.
Watching Bollywood blokes dance around chinar trees in Kashmir, way back in ‘70s and ‘80s, fascinated me and I always had a desire to visit this pristine land. A look at River Jhelum in Kashmir was love at first sight. Our fetish for Kashmiri food landed us at a dhaba and we were served a plate of sweet Kashmiri rice accompanied by Kashmiri tea made of dry fruits, green cardamom (mixed in powdered form) saffron and hot water. Kashmiri tea is light on the stomach, tastes very smooth and has a soothing effect on the throat.
Around midnight, the tour operator wakes us to inform that we have reached Srinagar (the chill breeze confirmed his statement). We retire for the night, eagerly awaiting to explore the city the next day. The next morning, we jump with excitement when we are told that the Dal Lake is walkable from our hotel. A fleet of houseboats, several dozens of shikaras waiting to carry the eager, is the typical scene. We pay Rs 200 for a two-hour boat ride while those wanting a longer ride paid Rs 300 for three hours. We split into groups of four to board the shikaras. The seating is ornamental, comfortable and customised according to individual comfort.
The boatman rows with amazing shrewdness and as we sail along, our eyes catch the attention of a dredging vehicle deployed in the middle of Dal Lake, removing and disposing weeds. Vendors travel in exclusive shikaras to sell Kashmiri silk saris, dry fruits and ornaments to travellers. Passengers get to visit a park nearby as the boatman rests. In the park, one can wear Kashmiri robes and get themselves photographed to treasure cherished memories.
We get back to our respective shikaras and reach Village Bazaar. This is reminiscent of the water-laden streets of Venice. Muttons, stationeries and toiletries and Kashmiri silk saris, you have them all there, besides super markets, barber shops and cobbler shops — all housed in exclusive boats. Tourists plying to houseboats with luggage in shikaras catch our attention. Though the houseboats are anchored, they are moved to other places as per customer requests, to areas as far as Jhelum or canals of Srinagar.
Post-lunch was reserved for exploring gardens and shopping. The first garden on our itinerary was Shalimar Bagh, which is 15 km from Srinagar. In Shalimar Bagh, canals made of fine polished stones run in the middle of the first and second terrace, whereas the third terrace has a black marble construction. Mughal emperors entertained their guests here, we are told, whereas the fourth terrace was meant for Mughal queens and royal ladies. Our next stop was Pari Mahal. This garden is a 10-km drive from Srinagar.
There are six terraces and the notice board informs onlookers that the monuments are protected by the government (though only ruins are left now). But the ruins too are beautiful and we could only imagine their grandeur in the days of yore. Chashma Shahi, another popular garden here, is a five minute drive from Pari Mahal and the water here, which flows in from a local spring, is said to be rich in medicinal properties.
On our second day in Srinagar, we started early to procure jackets, hoods and snow protection shoes, on rent, before visiting the Gulmarg snow peak, which is an hour’s drive from Srinagar. We could see several adventure junkies trying to reach the hill top.
The most amazing feature of these snow peaks is that sun rays, somehow, do not melt the ice. We left Gulmarg late evening, after playing our hearts out in the snow. Early next morning, our last day in Srinagar, we decided to seek some adventure by white water rafting on Lidder River. It is offered in two stretches. A two-km ride costs Rs 200 and a seven-km ride Rs 700. A rower and a life saver accompany passengers in boats of varying capacities; some can accommodate four, the others six, and some others even eight people.
Later, we head to Pahalgam by bus. The horse ride here is also quite adventurous. And as we retired for the night, we looked back and realised why people call Kashmir ‘heaven on earth’. It definitely is. Green gardens, snow-covered hills, beautiful lakes adorned by shikaras, and of course, warm locals. Kashmir is a paradise you need to savour at least once in your lifetime.
This travelogue was published in Sunday Herald ( a supplement of Deccan Herald) on August 28,2011.
Watching Bollywood blokes dance around chinar trees in Kashmir, way back in ‘70s and ‘80s, fascinated me and I always had a desire to visit this pristine land. A look at River Jhelum in Kashmir was love at first sight. Our fetish for Kashmiri food landed us at a dhaba and we were served a plate of sweet Kashmiri rice accompanied by Kashmiri tea made of dry fruits, green cardamom (mixed in powdered form) saffron and hot water. Kashmiri tea is light on the stomach, tastes very smooth and has a soothing effect on the throat.
Around midnight, the tour operator wakes us to inform that we have reached Srinagar (the chill breeze confirmed his statement). We retire for the night, eagerly awaiting to explore the city the next day. The next morning, we jump with excitement when we are told that the Dal Lake is walkable from our hotel. A fleet of houseboats, several dozens of shikaras waiting to carry the eager, is the typical scene. We pay Rs 200 for a two-hour boat ride while those wanting a longer ride paid Rs 300 for three hours. We split into groups of four to board the shikaras. The seating is ornamental, comfortable and customised according to individual comfort.
The boatman rows with amazing shrewdness and as we sail along, our eyes catch the attention of a dredging vehicle deployed in the middle of Dal Lake, removing and disposing weeds. Vendors travel in exclusive shikaras to sell Kashmiri silk saris, dry fruits and ornaments to travellers. Passengers get to visit a park nearby as the boatman rests. In the park, one can wear Kashmiri robes and get themselves photographed to treasure cherished memories.
We get back to our respective shikaras and reach Village Bazaar. This is reminiscent of the water-laden streets of Venice. Muttons, stationeries and toiletries and Kashmiri silk saris, you have them all there, besides super markets, barber shops and cobbler shops — all housed in exclusive boats. Tourists plying to houseboats with luggage in shikaras catch our attention. Though the houseboats are anchored, they are moved to other places as per customer requests, to areas as far as Jhelum or canals of Srinagar.
Post-lunch was reserved for exploring gardens and shopping. The first garden on our itinerary was Shalimar Bagh, which is 15 km from Srinagar. In Shalimar Bagh, canals made of fine polished stones run in the middle of the first and second terrace, whereas the third terrace has a black marble construction. Mughal emperors entertained their guests here, we are told, whereas the fourth terrace was meant for Mughal queens and royal ladies. Our next stop was Pari Mahal. This garden is a 10-km drive from Srinagar.
There are six terraces and the notice board informs onlookers that the monuments are protected by the government (though only ruins are left now). But the ruins too are beautiful and we could only imagine their grandeur in the days of yore. Chashma Shahi, another popular garden here, is a five minute drive from Pari Mahal and the water here, which flows in from a local spring, is said to be rich in medicinal properties.
On our second day in Srinagar, we started early to procure jackets, hoods and snow protection shoes, on rent, before visiting the Gulmarg snow peak, which is an hour’s drive from Srinagar. We could see several adventure junkies trying to reach the hill top.
The most amazing feature of these snow peaks is that sun rays, somehow, do not melt the ice. We left Gulmarg late evening, after playing our hearts out in the snow. Early next morning, our last day in Srinagar, we decided to seek some adventure by white water rafting on Lidder River. It is offered in two stretches. A two-km ride costs Rs 200 and a seven-km ride Rs 700. A rower and a life saver accompany passengers in boats of varying capacities; some can accommodate four, the others six, and some others even eight people.
Later, we head to Pahalgam by bus. The horse ride here is also quite adventurous. And as we retired for the night, we looked back and realised why people call Kashmir ‘heaven on earth’. It definitely is. Green gardens, snow-covered hills, beautiful lakes adorned by shikaras, and of course, warm locals. Kashmir is a paradise you need to savour at least once in your lifetime.
This travelogue was published in Sunday Herald ( a supplement of Deccan Herald) on August 28,2011.
Monday, November 22, 2010
Careers in Content Marketing
Careers in Sales and Marketing were long restricted to a few designations like Salesmen, Marketing Executives, Cold-callers, Sales Managers. But, now there are a plethora of opportunities and one can be an Account Manager, Ad-Sales/Operations Manager, Marketing Communication/Brand Communication Manager, Pre-Sales person, Customer-care Representative, Business Analyst so on and so forth. The opportunities for marketing professionals are endless and it is ever-expanding with the emergence of a multi-million dollar industry, namely Content Marketing.
What is Content Marketing?
Content and Context are the buzzwords these days. Content Marketing is a judicious mix of traditional and modern marketing to engage customers. In simple words it is the application of social media tools, effective use of online medium for creating and promoting “Thought and Action Leadership content”, not to influence customers regarding buying decisions but to keep them informed about industry trends, provide clarifications and address their needs. Content Marketing aims to provide customers with what they want in terms of information products rather than trying to sell a company’s product or services/dump the prospect with the company’s sales literature.
Content Marketing is a million-dollar industry. It is a by-product of the Information Technology revolution in the Marketing arena. Content Marketing is the precursor to revamping messaging themes, conveying the essence of large text in few lines, irrespective of which part of the globe readers are. Content Marketing essentially addresses increased consumer awareness, constant demand for in-depth and research information, the opportunity to enhance a company’s brand etc and serving global audience.
How does it work?
If one were to buy a car or plan a holiday what would one do? One would browse travel-related websites, or websites of different companies manufacturing and selling cars, evaluate prices, features, go through user reviews, customer testimonials and then arrive at a purchasing decision. The whole process happens through a click of a mouse and irrespective of whether the person is at home or travelling. Content Marketing provides users with what they want and in the place and through the device preferred by them. For instance all the above steps can be executed either through a laptop or a mobile phone with an internet connection.
In comparison, in the past, buyers had to contact different dealers or travel agents over phone as the case may be, get competitive quotes, meet them at their place, and negotiate and so on. Content marketing provides the convenience of doing all that immediately as compared to the earlier time span of weeks or months for the same process.
Job Opportunities in Content Marketing
Web/Content Writer
A content/web writer’s role involves writing crisp and concise copy such that it immediately grabs the attention of online readers. Surveys claim that most of the readers decide to skim through an article only if the headline is impressive, since they do not have the luxury of time anymore. These writers are employed by companies across all sectors. With the digitalisation of newspapers, magazines, websites of television channels offering live-updates and the increasing online advertisements, even advertisement agencies employ them. A knack for writing, attention to details, ability to work under tight pressures and deadlines, multitask and coordinate are some of the prerequisites for the job. Graduation/Post Graduation in English and working experience in the same sector are preferred. Journalists and Writers with some relevant experience are the ideal candidates for this job. The salary could range from `12,000 to 15,000 for freshers whereas experienced candidates could fetch a greater sum ranging from `30,000 to 45,000 (experience of 4-5 years). In India, we do not have any specific institute offering courses in web/content writing, and even the veterans in the industry are either from journalism/advertising background. The ideal career growth could be Senior Content Writer, Content Manager, Content Lead and Content Head. Content Heads with experience of 13-15 years draw a salary of `18, 000,000 to 20,000,000. Content writing also involves the effective use of instructional design techniques to create storyboards, presentations that can be uploaded online and provided to readers. There are several institutes offering courses in instructional design or web content writing through the online medium, but the fees are highly expensive and it may be worth to pursue a program, only after several years of relevant work experience.
Online Marketing Executive
An online marketing executive is expected to almost everything if not more than that of a traditional marketing executive right from generating leads to conducting specific campaigns to providing sales support to gather marketing/business intelligence. The only difference is that he or she has to do it in an online medium. Important job skills include the ability to research information on the internet, awareness of cyber regulations like spamming, effectively using online alerts like Google Alerts in the interest and towards fulfillment of business objectives. An MBA from a reputed institution is the most sought after qualification for this job. Salaries could range anywhere from `20,000 to 30,000 and as one moves up the career ladder, they can earn much more handsome rewards. Online Marketing executives can also consider moving into areas like adwords, demand generation through online content.
Webmaster
This is one of the newest job profiles and is a very niche skill required in the industry. A webmaster’s job involves managing the website, ensuring that the organisation’s goals and objectives are kept in letter and spirit in the online medium, comfortably manage different online tools like Google Ad words, Content Management Tools developed in-house, and coordinate with writers, designers and Subject Matter Experts (SMEs) to ensure timely delivery of content on the web. A graduate in any stream is eligible to apply for this job. Since it involves a high degree of coordination and creativity, aspirants are required to have a deep orientation towards planning and execution. A successful webmaster is one who uses the web as an effective marketing tool. The salary range for freshers could be anywhere from `8,000 to 12,000 but with 3 to 4 years of experience candidates can earn a huge sum as much as and even more than `50,000. Since this is a widely growing phenomenon it would not be possible to define a certain career path but is undoubtedly a very promising opportunity.
SEO and Social Media Specialist
Large organisations employ a SEO/and Social media specialist in addition to a webmaster, but in small organisations the task is often taken care by the webmaster. SEO expands Search Engine Marketing and it involves effective use of keywords to ensure that the company’s website is ranked high among search engines. They procure keywords that are searched frequently by web crawlers. Web crawlers are tools used by search engines to spot the keywords relevant to a particular industry/area of interest. On the other hand a social media specialist works towards ensuring timely delivery and consistency of the company’s messages across social networking tools like Facebook, Twitter, Orkut, internal and external blogs etc. Since both jobs are a sub function of the previous, the aspirants could lose interest and feel that it is monotonous unless they are able to think out of the box and exhibit zeal in the creative ideas that they could come up with. Salaries and career growth possibilities are similar to the former jobs listed above.
This article was published in the October issue of STC India's newsletter.
What is Content Marketing?
Content and Context are the buzzwords these days. Content Marketing is a judicious mix of traditional and modern marketing to engage customers. In simple words it is the application of social media tools, effective use of online medium for creating and promoting “Thought and Action Leadership content”, not to influence customers regarding buying decisions but to keep them informed about industry trends, provide clarifications and address their needs. Content Marketing aims to provide customers with what they want in terms of information products rather than trying to sell a company’s product or services/dump the prospect with the company’s sales literature.
Content Marketing is a million-dollar industry. It is a by-product of the Information Technology revolution in the Marketing arena. Content Marketing is the precursor to revamping messaging themes, conveying the essence of large text in few lines, irrespective of which part of the globe readers are. Content Marketing essentially addresses increased consumer awareness, constant demand for in-depth and research information, the opportunity to enhance a company’s brand etc and serving global audience.
How does it work?
If one were to buy a car or plan a holiday what would one do? One would browse travel-related websites, or websites of different companies manufacturing and selling cars, evaluate prices, features, go through user reviews, customer testimonials and then arrive at a purchasing decision. The whole process happens through a click of a mouse and irrespective of whether the person is at home or travelling. Content Marketing provides users with what they want and in the place and through the device preferred by them. For instance all the above steps can be executed either through a laptop or a mobile phone with an internet connection.
In comparison, in the past, buyers had to contact different dealers or travel agents over phone as the case may be, get competitive quotes, meet them at their place, and negotiate and so on. Content marketing provides the convenience of doing all that immediately as compared to the earlier time span of weeks or months for the same process.
Job Opportunities in Content Marketing
Web/Content Writer
A content/web writer’s role involves writing crisp and concise copy such that it immediately grabs the attention of online readers. Surveys claim that most of the readers decide to skim through an article only if the headline is impressive, since they do not have the luxury of time anymore. These writers are employed by companies across all sectors. With the digitalisation of newspapers, magazines, websites of television channels offering live-updates and the increasing online advertisements, even advertisement agencies employ them. A knack for writing, attention to details, ability to work under tight pressures and deadlines, multitask and coordinate are some of the prerequisites for the job. Graduation/Post Graduation in English and working experience in the same sector are preferred. Journalists and Writers with some relevant experience are the ideal candidates for this job. The salary could range from `12,000 to 15,000 for freshers whereas experienced candidates could fetch a greater sum ranging from `30,000 to 45,000 (experience of 4-5 years). In India, we do not have any specific institute offering courses in web/content writing, and even the veterans in the industry are either from journalism/advertising background. The ideal career growth could be Senior Content Writer, Content Manager, Content Lead and Content Head. Content Heads with experience of 13-15 years draw a salary of `18, 000,000 to 20,000,000. Content writing also involves the effective use of instructional design techniques to create storyboards, presentations that can be uploaded online and provided to readers. There are several institutes offering courses in instructional design or web content writing through the online medium, but the fees are highly expensive and it may be worth to pursue a program, only after several years of relevant work experience.
Online Marketing Executive
An online marketing executive is expected to almost everything if not more than that of a traditional marketing executive right from generating leads to conducting specific campaigns to providing sales support to gather marketing/business intelligence. The only difference is that he or she has to do it in an online medium. Important job skills include the ability to research information on the internet, awareness of cyber regulations like spamming, effectively using online alerts like Google Alerts in the interest and towards fulfillment of business objectives. An MBA from a reputed institution is the most sought after qualification for this job. Salaries could range anywhere from `20,000 to 30,000 and as one moves up the career ladder, they can earn much more handsome rewards. Online Marketing executives can also consider moving into areas like adwords, demand generation through online content.
Webmaster
This is one of the newest job profiles and is a very niche skill required in the industry. A webmaster’s job involves managing the website, ensuring that the organisation’s goals and objectives are kept in letter and spirit in the online medium, comfortably manage different online tools like Google Ad words, Content Management Tools developed in-house, and coordinate with writers, designers and Subject Matter Experts (SMEs) to ensure timely delivery of content on the web. A graduate in any stream is eligible to apply for this job. Since it involves a high degree of coordination and creativity, aspirants are required to have a deep orientation towards planning and execution. A successful webmaster is one who uses the web as an effective marketing tool. The salary range for freshers could be anywhere from `8,000 to 12,000 but with 3 to 4 years of experience candidates can earn a huge sum as much as and even more than `50,000. Since this is a widely growing phenomenon it would not be possible to define a certain career path but is undoubtedly a very promising opportunity.
SEO and Social Media Specialist
Large organisations employ a SEO/and Social media specialist in addition to a webmaster, but in small organisations the task is often taken care by the webmaster. SEO expands Search Engine Marketing and it involves effective use of keywords to ensure that the company’s website is ranked high among search engines. They procure keywords that are searched frequently by web crawlers. Web crawlers are tools used by search engines to spot the keywords relevant to a particular industry/area of interest. On the other hand a social media specialist works towards ensuring timely delivery and consistency of the company’s messages across social networking tools like Facebook, Twitter, Orkut, internal and external blogs etc. Since both jobs are a sub function of the previous, the aspirants could lose interest and feel that it is monotonous unless they are able to think out of the box and exhibit zeal in the creative ideas that they could come up with. Salaries and career growth possibilities are similar to the former jobs listed above.
This article was published in the October issue of STC India's newsletter.
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