not all words are created equal: copy, content, messaging, and more

“Do you have new copy for that webpage yet?”

“What’s your content strategy for Q4?”

“That messaging will be important, we need to get it right.”

“What’s your advice when it comes to communications here?”

“I think some storytelling could showcase the new service well.”

“We could take more of a brand journalism approach to give it credibility.”

We’ve all been in meetings – maybe even one time you’ve met with a member of our team?! – where these words get tossed around.

Aren’t they all the same?

Not quite.

While these terms often overlap, each one plays a distinct and essential role in how your brand shows up in the world. Understanding the difference is part of our work with you, but it’s important that you know it, too. When you’re clear on the strategy your organization is using, you can take a stronger seat at the writer’s table, helping craft messages that resonate with readers, clients, and community.

Here’s how toth shop talks about the differences:

copy: your tactical closer

Copy persuades. It’s the sharp headline, the catchy tagline, the call-to-action that nudges readers to click “Buy Now” or “Join Today.” Short, precise, and designed for results.

Copy looks like:

• A homepage hero line that hooks in three seconds.

• An email subject line that convinces you to open.

• A social ad that makes you pause mid-scroll.

We use “copy” for websites, one-pagers, and sales emails – words designed to get things done.

content: the conversation

If copy is the sprint, content is the marathon. It educates, entertains, and builds trust over time.

Content looks like:

• A blog breaking down industry trends.

• A podcast interview with a thought leader.

• An Instagram carousel with helpful tips.

We use “content” for blogs, podcasts, videos, and newsletters. It doesn’t always ask for something; it offers value and keeps audiences engaged.

communications: the big picture

Communications is the glue. It’s the system that governs how information flows inside your organization and out into the world.

Communications looks like:

• A CEO’s company-wide email during a big change.

• A press release announcing a partnership.

• A crisis response plan.

  
  

We use “communications” when we’re talking strategy and alignment; it’s how everything fits together.

messaging: the foundation

Messaging is your North Star. It aligns every word, every strategy, every connection. Without it, there’s no direction.

Messaging looks like:

• A positioning statement that explains what makes you different.

• Three core brand pillars.

• A mission or vision statement.

• Standardized product descriptions across the company.

Messaging is not boilerplate. It’s the bigger set of key ideas and themes that attract clients, future clients, or team members to your story.

storytelling: the connection builder

Humans are wired for stories. Storytelling sparks emotion, creates meaning, and makes messages stick.

Storytelling looks like:

• A founder sharing why they started the company.

• A customer journey from challenge to success.

• An employee spotlight showing culture in action.

Storytelling can appear in copy, content, or communications, but its power lies in creating connection.

brand journalism: storytelling with credibility

Brand journalism borrows from traditional journalism: reporting, storytelling, and audience-focused content to build authority.

It looks like:

• An article on how your company tackles sustainability.

• A video series highlighting customer success stories.

• A behind-the-scenes piece on your team’s process.

  
  

Instead of “Here’s why we’re great,” brand journalism says, “Here’s what’s happening in our world, and here’s how we’re part of it.” It blends reporting with perspective.

why the differences matter

None of these elements live in isolation. They live and breathe around each other all the time.

• A blog (content) might include a personal narrative (storytelling) and close with a call-to-action (copy).

• A press release (communications) should be grounded in consistent messaging.

• A customer feature (brand journalism) might double as a sales piece.

a toth shop quick reference guide

• Want a reader to take action? You need copy.

• Want to educate a reader? You need content.

• Want to align all the things? You need communications.

• Want everything to feel consistent? You need messaging.

• Want to make a connection? You need storytelling.

• Want to prove your organization credible? You need brand journalism

a final thought from toth shop

Words aren’t just words. They’re tools. The magic happens when you know which tool to use, when, and how. The goal isn’t just writing – it’s writing to be remembered.

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