The secret ingredient to writing compelling copy and content (and why you need both for your business)

Content writing and copywriting aren’t the same thing.⁠ ⁠But if you’re not a copywriter or content marketer, why does it matter? Because it matters to your business. Understanding the difference between the two ensures you don’t oversell your product or service, put people off with the wrong tone or message, or miss an opportunity to grow your community. 

But wait — before we dig into all that, remember there’s a secret ingredient that transforms both copy and content into compelling narratives: storytelling. This timeless art has the power to captivate audiences, evoke emotions and drive action like nothing else. At its core, storytelling taps into the human experience, weaving together characters, emotions and plots to create a vivid and memorable journey for your reader.

In the competitive digital marketing landscape, where attention spans are fleeting and competition is fierce, storytelling is essential. From blog posts and social media campaigns to email newsletters and website copy, incorporating storytelling into your copy and content elevates brand messaging and drives meaningful engagement. So, let’s look at the different types of writing your business needs and how to weave in storytelling.

What’s the difference between copy and content?

Copy is designed to get your audience to take action. 

Content is designed to entertain, inspire or educate — and has the power to grow your business.⁠  

Here’s an example.⁠ ⁠You’ve got a new service and build a landing page on your website to entice people in. The words you choose for that page drive the reader to do something: learn more, sign up, or schedule a call. That’s copy.⁠ ⁠ 

In return for their email address, you give them a value-packed freebie that helps them solve a problem they’re facing — it could be a free lesson, an exclusive blog post, an essay, a how-to guide, a checklist or a quiz. That’s content.⁠  

Copywriting: get them to take action

Copy is punchy: whether it’s for a landing page or a print brochure, it’s pretty much doomed if it fails to capture someone’s attention with the very first lines and perform a specific action afterwards. It’s a short-term game.⁠ ⁠

This is where you sell, so the copy needs to be sharp and compelling. This sort of copy might include reviews, testimonials, results and wins, but most importantly, it’s where you tell your audience how they can buy from you, work with you, book an appointment, and get your resources. Always include a strong call to action and keep the copy short, unambiguous and concise. 

Content: educate and inspire

Content keeps people coming back for more. It helps you build relationships with your audience, helping them know, like and trust you. Use it as a vehicle for explaining the joyful transformation your product or service brings. It’s a long-term game.⁠ ⁠ 

You might post regular tips, hacks and stats or share problem-solving content that brings you closer to your audience. Understanding who you’re talking to, what their challenges are, and how your product or service offers a solution is key here.

Weave in strategic storytelling

Storytelling can be used in both copywriting and content writing. 

For example, you can use stories to soften your punchy copy, ensuring you “sell” in a non-aggressive way. We all hate the hard sell. 

Storytelling is creative, whimsical, and fun. It’s not pushy. It’s the ability to connect on a deeper level. By framing information (even sales information) within a narrative structure, you can make complex ideas relatable and engaging. 

Meanwhile, using storytelling in your content writing is generally all about welcoming people into your world. It’s about sharing what you care about and connecting with like-minded people. It could include posting educational blogs and newsletters aimed at growing reach, writing thought leadership articles that establish you as an industry expert, and sharing content that demystifies what you do and highlights how and why people should use your advice or product.

Whether it’s your brand’s origin story, a customer testimonial, or a product description, storytelling adds depth and resonance, making copy and content more memorable and impactful. 

Get the right balance

There’s room for both copywriting and content writing in your biz — use copy to generate leads and sales and content to attract and grow your community.⁠ 

But as ever, it is nuanced.  

You might think this blog, for instance, is an example of storytelling content writing, but it will also help improve our SEO and raise awareness about our services, so it’s promotional copywriting as well. Clever, right? Essentially, whenever you connect with someone, you’re getting closer to a sale. 

Ultimately, storytelling is the cornerstone of effective content writing and copywriting. It’s the art of transforming information into inspiration, converting passive readers into active participants. By harnessing the narrative magic of storytelling, writers can unlock the full potential of their copy and content, leaving a lasting impact on their audience.

If you’re interested in discovering how storytelling content writing can help your business and when to sprinkle a little copywriting magic to drive that sale, click on the handy button below to book time in our diary for a 15-minute chat with us.