The Content Power Duo: Storytelling & Copywriting in Brand Marketing

Today, there are numerous pieces of content meeting us in the physical and digital worlds all the time. With shortening attention spans and algorithms tailoring our every move, brands find it challenging to stand out in the competitive environment of content.

While it is true that crafting a great copy can positively influence your brand’s presence, more often than not, there’s a missing layer that captivates the audience and makes them stay engaged throughout the whole content piece.

Luckily, in the alchemy of marketing, each brand can yield better results by utilizing the synergy of the science of copywriting and the art of storytelling to craft engaging, persuasive, and memorable content pieces.

Here are some tips from the Linkedist team for you! 👇

Making your brand marketing beneficial today is encoded in creating value for your target audience through content pieces that evoke emotion, leave an impression and engage.

“Overcomplicating storytelling is polluting the message. Following an easy framework for your story is understanding your client and picturing them as the hero, having a problem, and portraying your products as the solution. All that’s left is to define the core reason why they are aiming for the solution you provide.” - Bernard Meyer, Sr. Director of Comms & Creative at Omnisend.

The art of storytelling

Let’s unveil on how it can be done:

📍 Get to know your audience. In the presence of storytelling, your audience cannot be considered as numbers. Who are they? What do they like? What are their interests? Dive into the demographics and find 3 points on how you could describe your audience as a person.

📍 Authenticity & Credibility. Standing out from the crowd here is about being able to take your company’s values, mission, and vision and tailoring it to fit your content. Think about who you are as a company and how your story aligns with your audience.

📍 Relevancy. Hey, we know that we said storytelling is an art, but you have to get down from that tree! You still need to be grounded and find points of value that resonate with your audience as professionals on LinkedIn. Give them professional insights and experiences that they can benefit from.

📍 Emotions. This is where the art part comes in and shows how storytelling is different from copywriting. Your content has to stir emotion to make a lasting impact on your audience. Make a joke, share what your company is passionate about or create a connection between distant themes.

Here’s a great example from Vinted:

📍 Visuals. Let your audience connect your ideas through visuals and text. Keep your branding, but make it memorable. Use AI tools to generate otherworldly images, take that one vivid color from your brand book and add it, and look for connections, implications, and stories that visuals can give, which text cannot.

💡 Need some more tools that can help you with visual creation? Grab our FREE eBook on AI tools for marketing HERE.

“For B2B, storytelling starts with the customer. Instead of pushing the product, see the pain points that the product solves and narrate that story from that angle,” shares Sara Stella Lattanzio, B2B Content Creator and head of Marketing at Stryber.

That being said, we want you to understand that storytelling is the soul of the text you create, giving it meaning and creating the impression all businesses should strive to achieve.

Let’s grab the lab equipment for a while and analyze how we can work with the foundation that storytelling gave us. Copywriting is what influences the decision-making of your target audience when they read your posts.

Here’s how you can balance your great story strategically:

📍 Sharpen the hook. Your first sentence is the hook sentence that makes the audience decide whether to stay for two seconds. Make sure you emphasize why the post is valuable for your target audience in the first sentence. Use questions, quotes, paradoxes, and controversial statements if you’re feeling it!

📍 Solve their problems. In the body part of your copy, create the value point that shows the benefit of your products or services and emphasizes how they can make your target audience’s lives easier.

📍 Validity. To enhance the validity of your benefits, add a drop of proof in your copy. It can be a brief mention of data, a quote, or any other element that strengthens your brand’s claims.

📍 Call-to-action. Finish your copy off with a compelling CTA. Invite your audience to check your website, check the video attached, follow the page or any other desired action you want them to take, and re-engage them once again at the end of your post.

📍 Keep it short. There is a lot of content out there, and the real strategy lies in keeping it brief. Consider how you can brew a story that leaves an impact with a short copy to your post.

“Try to use diverse content types, have great hooks and capture the attention, and focus on consistency. Write down ideas throughout the week that inspired you, and this can really help with your copywriting.” - adds Sara.

💡 Don’t know where to get ingredients for the perfect copy? You can find them ir our copywriting eBook.

The science of copywriting

Examples for inspiration

“Personal branding is not about creating yourself; it’s about emphasizing who you already are. You won’t do yourself a favor if you put up a completely different persona. Just think of a time when you met someone you knew online, and their real-life personality didn’t match their online one at all,” says Raimonda Kriaučiūnaitė, Creative Copywriter and Project Manager at Linkedist.

Personal branding helps you define who you are, what you stand for, and how you want to be seen by others. However, building a strong personal brand requires authenticity, which is a key ingredient in storytelling & copywriting. Think of personal branding as a glue that ties every element together for the best result.

Where does personal branding come into play?

📍 Storytelling plays a crucial role in making your personal brand relatable and memorable, allowing you to share your journey, the challenges you've overcome, and the milestones you've achieved. These narratives humanize your brand, allowing your audience to see the person behind the brand and be more drawn to coming back.

📍 Copywriting, on the other hand, is the tool that translates your personal brand and stories into compelling messages. Effective copywriting captures attention, evokes emotions, and encourages action.

When you combine personal branding, storytelling, and copywriting, you create a powerful synergy. Your personal brand provides a consistent and authentic foundation, while storytelling adds depth and relatability, making your brand memorable and copywriting ensures your messages are clear, persuasive, and aligned with your brand's voice.

Finding the balance between copywriting and storytelling can seem like a daunting task. Remember that leading your brand’s content with a story captivates their attention and lets your brand be human, connecting with your target audience through emotion, values and points of similarity.

Don’t have a lab to brew the most compelling content? We do!

The perfect blend for your brand marketing