This article originally appeared on the Legal Marketing Association's Strategies+ blog.
Recently, we’ve observed a new danger that affects nearly every successful content marketing program. Yes, “successful” — sometimes success creates its own threats. In fact, the more successful a professional services firm’s content marketing efforts, the more likely it is to be impacted by this issue.
We call this new danger “brand fade,” the decline of a firm’s control over the presentation of content in direct proportion to the range of that content’s distribution. Brand fade is new.
Twenty or 30 years ago, the mission of brand and marketing strategy was to spread a firm’s “message” as widely as possible. Now, two decades into the digital revolution, the poles have reversed. Brands now position themselves less as an authoritative presence than as a participatory experience. Similarly, marketing strategists no longer hunt for eyeballs but rather seek to draw people into their brands. If digital doesn’t turn over all the control to the audience, it at least makes “the user” where the conversation starts. Brand fade is a direct consequence of this shift in the conversation.
Thankfully, there are ways to inoculate your firm against brand fade — so long as you remain aware of it from the start of your editorial process.
Read the full story on the Stategies+ blog to learn how to avoid brand fade and ensure your firm gets the credit and ROI it deserves.