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Avoiding content suicide is easy with these simple steps.

This week, I found myself getting lost on the web, as many people do, reading and absorbing all the content I could. You have question you need answered from Google, and all of a sudden you realize what you’re doing, and you’re lost in a sea of information and pictures. Social media and online content can suck people in and it can consume your time immensely. There was a study done by Mashable.com on overall digital media usage for U.S. adults. The results? A staggering 11 hours a day! This is more than people sleep, more than they spend time with family, and so on. With all of this time spent online searching content information, it is imperative for brands to keep up to date and to update their content regularly. When they don’t, the brand suffers. I will call this content suicide.

Content Suicide Case 1: You’ve just heard about this great new product. Your friends recommend it and you’ve heard nothing but great things. It’s on the healthy side of the products you’re use to having, so you’re prepared to spend a little more money. You’re looking at their website and you read the About section, and think, “Okay, this is even better than I thought!” You scroll over to the blog to read about what they’re passionate about and all of a sudden you realize, they haven’t updated their blog in a year and a half. “But their past blogs have been great,” you think, but you still wonder why they didn’t take the time to update their site. “Are they out of business now?”
Stop. What do you think is going to happen with this potential customer? Are they going to be as eager to buy your product? Are they going to question your product more now? The answer is they’re probably a lot more skeptical now.
This example is what I describe as content suicide. When a company doesn’t update the content on their site or their social media, it can decrease the likelihood of someone buying their product by 100%. Let’s look at another example, opposite of the one above.
Content Suicide Case 2: You saw someone wearing some great shorts, a really funky style, and it’s popping up more so now. You need this new trend. You search online for, “Funky shorts with a pattern.” A new site pops up that you’re unfamiliar with and you browse their merchandise. You wonder over to their Facebook page and notice that they just posted a coupon code two hours earlier and their styling recommendations on the page are exactly what you’re looking for!
Stop. What do you think will happen in this situation? You’ve found what you’re looking for from a new site. They update their content regularly, AND you just found a coupon code because they know the new style is in. Boom. While you were deciding what would happen, the purchase was already made.
While these are two very different examples, content suicide is a real thing and needs to be addressed. If a company doesn’t have time for social media or blogging, it’s just better to not put anything out there at all. People will think that you just focus on your website, and don’t have social media or a blog. If you are a company that is struggling with what times to post and where to post, and possibly from content suicide, here’s information from TrackMaven.com on peaks in interaction on each content platform to help you:
  • Twitter: Sunday 10:00 PM-11:00 PM
  • Blogs: Saturday 10:00 PM- 11:00 PM
  • Instagram: Monday, Photos: Anytime, Videos: 9:00 PM- 8:00 AM
  • Email: Wednesday & Thursday 2:00 PM-5:00 PM
  • Facebook: Sunday 12:00 AM- 1:00AM
If your company, or a company you know is struggling with updating content regularly, and may suffer from content suicide, contact us. We can help you bring your brand up-to-date and help you keep it that way. Content suicide can be prevented.
For more information and tips, see our Twitter, Google+, Pinterest and Instagram pages.
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Avoid Content Suicide with These Easy Steps
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