Leaders
The role of content in communication has seen astonishing growth in recent years. Separating itself from the primary production of articles, it now includes creating pieces that are visually pleasing, easy to understand and promote engagement with the intended audience. Shonali Advani is an experienced content and communications professional with 19+ years of industry experience across media, startups, and corporate firms. After working with marquee media brands, she branched out as a consultant in 2016. She has worked on many projects, creating high-quality content for large and small brands across various buckets.
A former journalist by profession, Shonali is now leading and building teams, nurturing talent and creating digital assets for brands, yielding stellar results for the respective companies she works with.
Take us through your early educational journey and the prior industry experience that you bring to the table.
I've had a rather nomadic childhood moving cities and schools a lot. I pursued History (Hons) at Lady Shri Ram College for Women, Delhi University, followed by a Post Graduate Diploma in Journalism at the Asian College of Journalism in Chennai. I started my career as a Programme Associate at The India Foundation for The Arts and spent the next 10-12 years as a business journalist with a focus on startup reportage. In between, I had a brief stint at an equity research firm writing company and industry reports for US markets. I was one of the early startup journalists in the country back in 2009. I've worked with media brands like BCCL's The Economic Times and Network18's Entrepreneur Magazine. Over the years, I was deputed to cover conferences and stories on business and technology in the US, Europe and the Far East.
Contrary to what people think, 80 percent of journalism is people management, which is the bedrock to what I bring to the table. It is a skill everybody needs to succeed in the workplace, irrespective of their role or position.
I have also curated events, moderated panels & been an anchor - these projects gave me a chance to utilize my core skills differently.
Tell us about the various responsibilities you handle as a Content and Communications Consultant. What strategies and tools do you leverage to facilitate the desired outcome for clients and brands?
As a consultant, I have taken on a diverse set of projects. From building and leading a team at a startup to working on marketing communications, website content, brand communications, and editing for others - I’ve spanned the spectrum. From editing science magazines for teenagers to travel writing and marketing high-ticket consumer products like home interior solutions, I have done it all.
I’ve taken on content & communication led projects for startups across ed-tech, home interiors, consumer brands, digital media houses, social impact firms and venture capital funds.
As far as strategies go, I follow a couple of fundamentals. Content today has become the base for everything, so I ensure I hire/engage the right folks to turn out high-quality work. The messaging must be sharp and crisp to catch a reader’s attention. Content should be tailored according to the intended target audience/customer profile while bringing in creativity to communicate better with your audience. Concerning tools, I work on those that the client uses.
"Do everything wholeheartedly. If your heart’s not in it, do not do it!"
Tell us about some key business challenges you face as a communications consultant. How do you successfully counter them?
Like with any solo-preneur, the challenges were aplenty. After working with some of the biggest media houses in the country, making the switch to a 'service provider' was a challenge. Another challenge is educating clients on the finer nuances of content/ communication and industry trends. Many clients are fixated on an approach, and getting them out of their comfort zone has been challenging. To counter these challenges, I choose my clients very carefully because the people behind the business are extremely important. I believe that bringing the human element to my working relationships made creating great work easier and far more effective. Apart from everything else, it's A-Okay to back out of a deal or drop a client if they mess with your peace of mind or don't pay you on time.
What trends do you see developing in the Indian communications and content space? In your opinion, how will the industry’s growth be in the near future?
We’re living in interesting times. The pandemic fueled content consumption across platforms in a way that none of us ever imagined. Relevancy and storytelling in content/brand marketing campaigns have become the X factor influencing consumer behavior. User-generated content is rising and is the most authentic and reliable form of content available today. Visual Marketing is gaining traction as videos get 10x more engagement with the rise of short format features. Today people are specific with their needs and wants, making personalization important. Communication is getting more niche. More companies are now setting up in-house content teams. Also B2B marketing is in vogue today - from shipping to logistics, and tech companies are all setting up marketing departments.
"Be a student for life & approach every task with a positive attitude to learn & grow"
What would your advice be to young women and girls aspiring to become business leaders and entrepreneurs in the future?
My advice would be, “hustle with all your heart!” To elaborate, every woman should first find herself, understand who she is, her strengths/weaknesses, and introspect and reflect to understand where her true passions lie. Always stick by your values and principles. I also believe that women should not shy away from networking and putting themselves out there for fear of being seen as needy or desperate. Thishinders moving up the ladder. You must go out there and tell your own story because nobody else will do it for you.
Shonali Advani, Content & Communications Consultant
Shonali is a professional journalist and has over 19 years of experience with the media, corporates & startups When she's not working, she's usually dreaming of her next travel destination. Shonali is an active member of LSR's Bangalore chapter as a member/volunteer.
