Copy, Content & Brand Storytelling

By Mackenzie Godard, Copywriter 🇺🇸

Copywriting, content creation and the art of storytelling: what’s the difference and why does it matter?

Ask my husband what I do for a living and you’ll be met with a blank stare for a good 30 seconds. “She’s a writer?” he’ll start, with an audible question mark, but don’t expect further details. In his defense, he’s not wrong to be confused. Depending on who asks, which client I’ve written for most recently and my mood at the moment, I can be a copywriter, content writer, content marketer or storyteller. Sometimes I’m an editor or proofreader or simply a writer.

In fact, I’ve worn all of these hats on any given day for the past nine years—but is there really a difference between them? While they all live in overlapping parts of the same venn diagram, they each have their own characteristics that set them apart.

So what makes copy “copy”? What makes content “content”? What makes a story “a story”? And how do they all work together to inform that nebulous concept known as “brand”? In this guide, I’ll break it down for you (and for my husband even though, let’s be honest, he’ll never read this).

What comes first: the copy, the content or the story?

The words, “Show, don’t tell,” are a well-worn tool in every writer’s toolbox, but the adage, “Copy sells, content tells,” is just as important. Generally speaking, the intent of copy, such as banner ads or landing pages, is to sell. It’s short, punchy and includes a clear call to action, whether that’s to make a purchase, sign up for a webinar or take some other step in the buyer’s journey. Every word is chosen with intention for maximum impact.

The purpose of content, then, is to tell the reader something informative. It digs deeper into a product or service to show its value, rather than selling it directly. For example, a case study on how a small business uses a certain tech solution is content. A social media post promoting that case study is copy. The emails you get from your favorite clothing brands? Copy again. An infographic on fashion trends for 2024? Content.

Okay, simple enough. But what about the storytelling bit? What about brand? Your brand story is how your company is perceived in the real world. It’s how people think and feel about your product or service—and it’s the key to building genuine customer relationships.

How storytelling builds brand

Brands are under more scrutiny than ever. According to a special report in the Edelman Trust Barometer 2023, 58% of people are researching more before purchasing and 71% say it’s more important to trust the brands they buy now than in the past. Consumers also increasingly value genuine experiences: if a brand is inauthentic or out of touch with itself, 51% will move on.

The same report shows that 59% of people say they’re more likely to buy new products from a brand they trust, even if they’re more expensive than competitor products. And 67% will continue to support a brand they trust, even if the company screws up. As a result, trust has become a cornerstone in establishing and maintaining customer relationships. This is as true for B2B as it is for B2C and beyond—and storytelling provides the building blocks for a trusted brand.

But before we can talk about storytelling as a technique, we have to talk about telling your brand story (yep, there’s a difference here, too). Your brand story is not your origin story—that’s content. It’s not your website copy either. Rather, it’s the overarching message of who your brand is and why people should care. Everything you say (your copy and your content) and do (your values and behavior) should align with that story to create a cohesive, authentic brand that lives up to your customers’ expectations.

Think of your brand story as the starring role in a Broadway play. It takes center stage, it drives the narrative and without it, there would be no show. Your copy and content are the supporting cast. Everything they do is designed to elevate the star and push the story forward. Some play bigger roles than others—content is the trusty sidekick while copy is the chorus line, perhaps—but every part matters to the central message.

Now let’s come back to the actual process of storytelling. You can apply storytelling to many types of content to build deeper connections with your audience, bring your product or service to life, and show your brand in a human way. For example, a customer success story shares how a specific business uses your solution in a real-world context. A white paper that illustrates the state of your industry can offer solutions to relatable problems with tangible examples. By playing to your audience’s needs and bringing in a human element, you can show (not tell!) them the role your brand can play in their narrative, too.

Be the story you wish to read

The crux of all this is how copy, content, brand and storytelling come together to help you show your audience why they need you. The customer journey is rapidly evolving from the funnel we’ve always known into a nonlinear process where content is key, trust is king and creativity is the vehicle to drive brand forward.

The best part is that you can generate many types of copy and content from a single asset that all tell a holistic brand story. For example, we recently analyzed trend reports from top organizations, such as Adobe, Deloitte, Econsultancy and more, to generate the trend report to end all trend reports. We published this on our blog, distilled it down further into a carousel post for Instagram, then adapted it for LinkedIn. We could have gone even further to create a video, infographic or real-deal, long-form trend report. One piece of content that’s true to our brand with many uses across channels.

By telling compelling stories, unifying your brand message and solving real, human challenges, you can showcase your product or service in a way that rings true with your audience. As storytellers by nature and content creators by craft, our team at distillery are pros in helping companies develop copy, content, stories and everything in between that fit their brand ethos. Just remember: it’s not only about telling the story but being the story everywhere your brand shows up.

If you’d like to see how we can make a positive impact for your brand, get in touch.