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It’s not often that something leaves me speechless.
I was chatting with someone who said, “SEO copywriting is so 10 years ago. Now it’s all about social media writing.”
That’s when I realized that some people believe that SEO copywriting and social media writing are two different skill sets.
Back in the day (around 2001,) “SEO copywriting” was more commonly referred to as “writing for search engines.” It encompassed any keyword-based online writing, including directory listings (I remember when getting a Yahoo directory listing was a big deal,) articles, PPC ads and sales-oriented pages.
The term “SEO copywriting” came about to differentiate the unique direct response writing style that grew out of this new niche. Copywriters were forced to satisfy two target audiences:
- The automated, soulless search engines (making sure the right keywords were in the right places the right way,)
- Prospects (using proven direct-response techniques to encourage the sale.)
As far as I know, SEO writing is the first time copywriters were “forced” to include certain words in the main content to make the content searchable.
Granted, us “writing to sell” copywriters were still creating articles, white papers and other types of “non-sales” writing. We just lumped any keyword writing service under the SEO copywriting umbrella.
Now, we have blogs, Twitter and Facebook. We’re communicating with folks in real-time, breaking down the stuffy corporate Website walls and humanizing our companies. We write linkbait posts to drive traffic, send targeted tweets about our companies (knowing that tweets appear in Google search results, too,) and pray that people like and share our latest musings.
From where I sit, social media writing is just SEO copywriting in a different wrapper.
- Social media writers need to understand keyphrase research (like SEO copywriters.)
- Social media writers need to understand the audience and write incredibly engaging content (like SEO copywriters.)
- Social media writers create content to meet a specific goal: More subscribers, more search engine traffic, more referrals from Twitter, more interest in a product or service. Sure, we talk about “engagement.” But at the end of the day, it’s all about driving income.
Having said that, there are some important differences.
- Not all social media writers know how to write to sell. Direct response copywriting is a very unique skill set that’s based in neuropsychology, psychology and years of testing. A general blogger (who doesn’t usually write sales copy) may not write copy that converts as highly as a dedicated copywriter. To paraphrase Austin Powers, direct-response writing, “may not be their bag, baby.”
- By the same token, some copywriters can’t shake the sales out of their writing no matter how hard they try. They try to write an informative blog post and make it sound like a squeeze page. The immediacy of Twitter, (“What do you mean I can’t edit my Tweet once I’ve hit send. What if I think of another way to say it?”) freaks them out. Sales copy keeps them happy. Anything else…not so much.
What do you think? Are there any other major differences between SEO content writers and social media writers? What do you call what you do for a living (or what your in-house copywriters do?). Copywriter or social media writer?