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How Should You Write Content for Social Media Compared to Copy for a Website?
  • By Danial Kennedy

    Copywriter

Social media is constantly evolving, born to connect people from across the globe. These platforms are now major tools for any business.

The power of a social media platform, when used right, is unquantifiable, opening up your product, service, brand, and website to millions of potential customers in seconds.

We are still very much in the early stages of online marketing, with a large majority of businesses still yet to crack the code to performing successfully on both social media and their website.

By definition, website content and social media content are two separate entities, more than often though you see businesses rehashing the same content from their website onto all their social platforms.

Though the two have many overlapping features, they are not interchangeable. Changing your content across all platforms while maintaining your brand identity and message is the true key to organic audience traffic and success.

We will look at what social media content and website content is, and why the two need to be different to achieve success.

The power of social media allows anyone to promote their ideology and opinions and the opportunity to liaise with thousands of people of a similar mindset. For businesses, social media is the perfect soundboard to see what your audience is talking about, their interests, and create content around that to engage and persuade them to utilise your services.

Each platform has their own communities, the perfect target demographic waiting to be tapped into, but creating your own organic traffic source isn’t as easy as multi-platform, regurgitated content.

How your social media content will succeed is knowing how the platform your posting on works and what variation of content works best.

For example, on Twitter and Instagram, the use of hashtags is the most effective form of target marketing, tapping into crafted communities of your ideal consumer. Social media also allows you to be creative with the content you create. Videos and photos are easily shareable and can be a topic in its own right to help grow your brand through word of mouth.

We’ve highlighted certain aspects that work specifically on individual platforms, and this is the reason why you need to be changing each your approach to each post on your social media. Features on one site aren’t certain to work on others, meaning you won’t reach your intended audience and this can cause your traffic growth to stagnate.

Individually tailoring each post for each platform will sound time-consuming, but growing a social media following does take time and commitment. But once the groundwork is laid, the reward of a large, organic traffic source will be important to your future success.

Social media has become so influential and important, and many businesses have gone the opposite way and pushed their website to the background or chosen to not have one at all. In theory, it seems like a plausible plan as social media is where the audience lives, but website content is certainly not secondary; it’s more important than ever.

Website content is the meat and potatoes of your whole operation, this is where you display the best of your business. Separate yourself from the masses and send the right message to your customers.

Your site is one of the last places that you can control the agenda of your message without constraints. You should see your website as the hub of your whole operation, combining all the best aspects of your written and visual content you've shared on your platforms all in one place.

Like on social media, steps need to be adopted to see your website be successful. Writing clear, updated content filled with keywords will work perfectly on search engines to help you rank higher on Google and open you to a wider reach.

When looking at your social media and website content, both need to target your audience, engage them, and persuade them to act. But ultimately, you need to play to their own individual strengths, working them in tangent with each other, rather than mixing them.

Your content is the bait, social media is the rod, and your website is the net. It is the perfect tool to get eyes on your product, engage your audience, and draw them into your website. Social media can only go so far however, as it doesn’t sell products. Content is that missing piece and when you buy into that theory and produce fresh, individual content, the success will come.

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