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Even though the stories and content in online and offline content?marketing often are the same, the methods and the format by which the?content is presented can differ quite strongly; the achieved results?will, accordingly, be diverse. Online content ? such as videos,?articles, comments, graphics ? has the chance of staying visible for a?much longer period of time than offline content. In fact, it can be?fairly difficult to remove content from online media once it has?gained a certain visibility. (This should be kept in mind when?publishing sensitive content.)
The goals in online and offline content marketing are closely?connected: build a reputation as an expert and connect to people who?can turn into business partners, collaborators and clients. With?online and offline content marketing, it is important to attract the?handful of people that fit with your business ideology, rather than?wasting time investing on an infinite amount of unrelated people. Let?this consideration be part of the decision in which type of content?you use. Rather create content that is helpful to your target audience?than ?fun? stuff that is spread, but does not inspire relevant people?to return to you for information.
Although speaking for a company throughout social media might induce a?desired amount of anonymity, you should be aware that personality?plays a big role in reputation. Even if the diction and facts in your?content are perfect, when personality is missing you risk someone else?get the job, as most of us would prefer to work with someone we feel?we ?know? and can trust. In offline content marketing, your?personality is usually part of the picture; you personally speak at a?conference and the best business meetings might have result from the?shared coffee after your talk. Within the anonymity of the Internet,?you have to make sure your personality transcends through the screen.?This might especially be a problem if your company expertise builds on?the expertise of multiple employees, or you choose to have social?media activity run by an external social media manager.


