Frequently asked questions
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Why do we need a B2B content writing agency?
Creating content may be easy, but creating effective B2B content that builds trust, drives engagement, and supports sales is a different game. A specialized agency like Purple Iris helps you develop strategic, high-quality assets that guide buyers through complex decision journeys and position your organization as a credible, knowledgeable brand.
What does a content strategy include?
A content strategy acts as your roadmap, outlining what to create, who to speak to, and how to measure success. It typically includes business goals, target audience personas, content themes, formats, distribution plans, and key performance indicators to ensure your content is aligned and impactful.
What types of content can you create for our company?
We offer a wide mix based on your goals, from thought leadership assets like articles, white papers, and case studies to sales-driven content like landing pages, emailers, and brochures. We tailor each piece to suit your brand voice and the needs of your buyer.
How do you build an editorial calendar?
We start by aligning with your GTM strategy and upcoming business priorities. Based on this, we plan relevant topics, formats, and publishing schedules. The result is a structured yet flexible content calendar that ensures consistency and relevance throughout the quarter.
We don’t have time to handhold your team. How will you understand our business?
That’s completely fine. Our writers conduct independent research to understand your industry, audience, and competitors. For highly technical topics, we may request short conversations with your subject matter experts from time to time.
Our experience shows that external writers need constant involvement of our team in thought leadership creation. Will it be the same with Purple Iris?
No, we will take up as little of your team’s time as possible. However, input from your team is crucial for us to draw the right insights and create content that is uniquely tailored to your organization. Our process involves structured interviews with your experts at the start of an engagement. Our writers will build on that by tapping published or internal resources and independent secondary research. We will request an additional call only if we are really stuck.
How do you make our executives sound like themselves, not like a generic ghostwriter?
We study their existing communication—presentations, LinkedIn posts, interview transcripts—to understand their natural style, including sentence structure and the vocabulary they prefer. Most importantly, we capture their thoughts and perspectives that bring out their authentic voice consistently. When done right, an executive, while reading the draft, should think: “Yes, that’s exactly what I meant.”
Our topics are complex and technical. How will you ensure factual accuracy and relevance to our audience?
Our core expertise is in translating complex technical topics into marketable assets. We come prepared with informed questions before an interaction with a subject matter expert. At an interview, we are not afraid to ask: “Can you explain that differently?” We spend more time researching a topic than writing a draft. Such time investment is critical as we write for an informed audience who are key decision-makers for their organizations.
Is there any ROI in thought leadership content?
Publishing op-ed pieces or authoritative LinkedIn content will position your executives as trusted voices in their fields of expertise and enhance your brand exposure. Our clients have used high-value content as lead magnets in campaigns. They have seen higher website traffic and engagement with thought pieces created by us. However, to achieve such results, we recommend starting with a content strategy that identifies your goals, audience, publishing cadence, and distribution plan.
Do you use AI to write thought leadership content?
We use AI to help us with research, identify gaps, analyze what competitors are saying, and sometimes to polish a draft. But not to write a piece. Thought leadership requires original thinking, nuanced perspectives, and an authentic voice–aspects that are beyond AI tools. AI can only remix what already exists online.
Why do I need an agency for marketing communications support?
A business’s expectations from marketing are growing, but not the marketing bandwidth. Most organizations today let their marketing team focus on strategic aspects and form long-term external partnerships for content generation and content marketing. An agency with cultural fit and experience in your industry can help marketing scale content generation effortlessly while keeping quality intact.
How will you get my brand voice and messaging right as an external partner?
We listen more than we write. We spend time talking to your stakeholders, analyzing your audience, and studying existing assets to understand the company’s brand voice and aspirations. Once that is defined, we assign a member from the Purple Iris team to act as the brand custodian for that client. What that means is that every asset that goes from Purple Iris is reviewed by the brand custodian on tone, voice, and messaging.
How does your team handle technical or complex subjects?
Think of us as an extension of your team. Each project is led by a dedicated account manager who dives deep into your product and industry, meticulously studying all available resources, connecting with SMEs, and gathering insights through structured briefings. We translate that understanding into marketable content that resonates with different stakeholders, technical or non-technical. You get the expertise and precision you’d expect from an in-house team, without the time or resource overhead of managing one.
Do you use AI in your content creation process?
At Purple Iris, AI assists, humans lead. We use AI for analysis, research, and refinement — never for first drafts. While AI has helped speed up research and analysis, we understand the importance of human oversight to vet each point. We may put a draft our team has written through AI to get a different perspective or sharpen the language. But ultimately, writers use their judgment on how the final draft should read.
How does engagement work? Can we start small?
Absolutely. While a retainer model helps us deliver consistency and long-term brand impact, we are open to starting small. You can begin with a one-time project, such as a campaign, a thought-leadership piece, or sales enablement collateral, and experience how we work. From there, we scale together, at your pace.
Why invest in personal branding when a company brand already exists?
A company brand tells the world what the business does. A personal brand tells the world why it matters. Decision-makers, partners, and investors are more likely to trust and connect with a leader they know, not just a logo. A strong personal brand amplifies the company’s reputation—it never competes with it.
How does personal branding help founders and executives?
It positions leaders as thought authorities in their industries. Whether the goal is raising capital, attracting top talent, or shaping industry conversations, a personal brand becomes the bridge between vision and audience. It’s not about visibility for its own sake; it’s about influence that drives business outcomes.
I know the value of a personal brand. But where do I start?
Creating a personal brand takes not just time and effort, but also skills. That’s where expert support makes the difference. We do the heavy lifting, defining a content strategy, brainstorming, bringing in experts when needed, and creating ready-to-publish assets. You can focus on your work while your personal brand grows effortlessly.
How can content reflect an authentic voice?
The process begins with capturing a leader’s perspective, tone, and thought process. Every piece of content is built on their insights, not generic templates. The result is clarity, sharpness, and consistency across platforms—always unmistakably authentic.
How long does it take to see results from personal branding?
Personal branding is a compounding asset, not an overnight win. Within 3–6 months, most leaders see measurable traction: stronger visibility, growing networks, better engagement, and clearer positioning as an industry voice. Over time, this influence translates into speaking gigs, media coverage, partnerships, and deal flow.
Our teams receive regular updates, but engagement remains low. How does better communication change that?
Frequency doesn’t equal effectiveness. Employees tune out when communication feels transactional, generic, or disconnected from their reality. We help you move from broadcasting information to creating moments of connection. When communication becomes relevant and human rather than routine, engagement follows naturally.
How do you capture and communicate our unique culture as an outside partner?
We start by listening—not just to leadership, but to the people living your culture daily. Through stakeholder conversations, employee feedback analysis, and an audit of existing materials, we identify the authentic language, values, and patterns that define your workplace. Then we work collaboratively with your team to translate those insights into content that feels true, not aspirational. The goal is for employees to recognize themselves in the communication.
How do you make complex or sensitive topics easy to understand and engaging for employees?
We pair clarity with creativity. For challenging subjects, such as compliance requirements or sensitive issues, we explore formats that make information accessible without diluting its importance. This might mean developing a relatable mascot who addresses common questions, creating visual explainers that simplify dense policies, or using serialized storytelling to break concepts into digestible pieces. The approach changes based on the topic, but the goal stays consistent: make messages clear, memorable, and human enough that people actually engage.
Do you use AI in your content creation process?
AI serves as a tool, not a replacement for expertise. We leverage it for research and efficiency, but never as the author of your culture’s story. Every message, narrative choice, and cultural nuance is shaped by our team’s understanding of organizational dynamics and human connection. The strategic thinking, empathetic framing, and authentic voice that drives engagement? That comes from people who understand people.
Do you understand the specific communication challenges in our industry?
Industry context shapes everything we create. With 15+ years serving sectors like finance, healthcare, manufacturing, and tech, we understand the regulatory considerations, technical complexity, and cultural nuances that define your space. During our discovery process, we capture what makes your industry and organization distinct, and use those learnings to build your employee communications plan.
Why should B2B startups work with a content agency?
Creating content is easy. Creating content that drives pipeline growth, builds authority, and supports your GTM motion — that’s where a B2B agency like Purple Iris comes in. We help startups turn content into a strategic lever, with high-quality assets that build trust and influence decisions across a long buying cycle.
What does a content strategy include?
Think of content strategy as your content operating system. It defines your goals, buyer personas, key themes, formats, and channels, all mapped to your business objectives. With a clear strategy in place, you’re not just putting content out there; you’re building momentum that compounds over time.
What kind of content can you create for our startup?
We tailor content to where you are in your growth journey, whether it’s top-of-funnel visibility or bottom-of-funnel conversion. This includes blogs, founder POVs, white papers, sales decks, landing pages, email campaigns, and more. Every asset is created to reflect your voice and engage your ideal customer profile.
How do you build an editorial calendar for startups like ours?
We start by aligning with your GTM roadmap, campaign goals, and key product or funding milestones. Then, we plan a content mix that supports these initiatives, across channels and buyer stages. The outcome is a lean, actionable editorial calendar that helps you stay consistent without overwhelming your team.
We can’t afford to handhold — how will you get up to speed with our business?
No worries, we’re built for that. Our writers dive deep into your space through independent research, competitor analysis, and market trends. When needed, we’ll tap into your internal experts for short syncs, but we’re mindful of your team’s time. The idea is to plug in with minimal friction.
Can we start with a pilot before scaling up?
Definitely. We offer pilot projects so you can experience our approach, turnaround, and quality before going all in. It’s a great way to test collaboration fit, validate outcomes, and then scale to a content retainer or long-term plan that works for you.
Do you have more questions?
We’re happy to answer any questions or discuss your communication goals. Let’s talk about how we can help your brand grow.