# Purple Iris Comms


## Posts

- [Why Winning New Clients Is Breaking Your Agency’s Content Team](https://purpleiriscomms.com/why-winning-new-clients-is-breaking-your-agencys-content-team/): A content operation that works effectively at one stage of growth may need greater flexibility at another. Therefore, producing more content is only a fraction of the solution. The key is to build a delivery model that can keep pace with business growth without adding the same level of cost and complexity.
- [Employee Communications Agency vs. In-House Team: How to Make the Right Choice](https://purpleiriscomms.com/employee-communications-agency-vs-in-house-team-how-to-make-the-right-choice/): A practical framework for deciding what to keep in-house, what to bring in externally, and how to evaluate the right employee communications partner.
- [How Storytelling Can Strengthen Employee Engagement](https://purpleiriscomms.com/storytelling-for-employee-engagement/): Learn how storytelling can strengthen employee engagement by making values visible, giving change a human context, and making space for employee voices.
- [AI Changed the Value of Writing. What Matters More Now?](https://purpleiriscomms.com/ai-changed-the-value-of-writing-what-matters-more-now/): Discover 6 human capabilities that make B2B content distinctive, credible and valuable when AI can create content at scale.
- [Common Ghostwriting Myths That Hold Leaders Back](https://purpleiriscomms.com/common-ghostwriting-myths-that-hold-leaders-back/): Discover five executive ghostwriting myths around authenticity, time, credibility, ideas, and industry expertise, and learn how effective ghostwriting works.
- [Content Strategy, SEO Strategy, and AI Visibility: How Modern B2B Marketers Can Get It Right](https://purpleiriscomms.com/seo-strategy-and-ai-visibility/): Most B2B content teams are staffed and budgeted for one job–making an organization’s content discoverable. But getting found now takes three jobs.
- [7 Signs Your Brand Messaging Needs a Refresh](https://purpleiriscomms.com/seven-signs-for-a-brand-messaging-refresh/): Most B2B brands don't realize their messaging is outdated until growth begins to slow. Pipeline quality weakens. Sales teams struggle to differentiate.
- [Why Your Content Isn't Generating Leads (And Why Publishing More Won't Fix It)](https://purpleiriscomms.com/content-that-generates-leads/): A buyer spends 20 minutes with your content.
- [All About Content Flywheel: A Smarter Way for a B2B Brand to Build Lasting Growth](https://purpleiriscomms.com/content-flywheel-for-b2b-startups/): Every B2B startup has that one blog post.
- [The Future Belongs to Brands with a Strong Point of View](https://purpleiriscomms.com/bold-b2b-opinions-matter-more-than-ever/): For years, B2B content and communication followed a predictable formula.
- [The Messaging House Framework: Why Growing B2B Startups Cannot Ignore It](https://purpleiriscomms.com/messaging-house-framework-b2b-startups/): A decade ago, brand messaging lived primarily on websites, brochures, and sales presentations.
- [What Content Formats Work Best in ABM Campaigns?](https://purpleiriscomms.com/best-content-formats-for-abm-campaigns/): In many Account-Based Marketing (ABM) campaigns, the content sparks initial interest but rarely travels across the buying group.
- [Everything You Need to Know About ABM: What B2B Buyers Respond To and What They Don’t](https://purpleiriscomms.com/abm-content-strategy-b2b-marketing/): If you have worked in B2B marketing long enough, you have probably seen this pattern: traffic grows, lead volume increases, dashboards look healthy, but pipeline quality remains a problem.
- [Personal Branding Burnout Is Real. Here Is How to Avoid It](https://purpleiriscomms.com/how-to-avoid-personal-branding-burnout/): Personal branding today often looks like momentum from the outside but feels like maintenance on the inside.
- [Why Most B2B Content Fails Before the Decision](https://purpleiriscomms.com/why-most-b2b-content-fails-before-the-decision/): B2B marketing teams are producing more content than ever before. Blog output is up, distribution is broader, and formats continue to expand.
- [The Psychology Behind B2B Messaging: How Words Convert and Drive Growth](https://purpleiriscomms.com/the-psychology-behind-b2bmessaging/): In the world of B2B messaging, where stakeholders are many and buying cycles can be long and complex, your messaging must do more than just inform.
- [Preserving Executive Voice in Agency Partnerships](https://purpleiriscomms.com/preserving-executive-voice-ghostwriter-guide/): J. R. Moehringer, ghostwriter of Prince Harry's memoir Spare, disagreed with the royal over the inclusion of a sentence about an incident during his military training.
- [Internal Branding Strategy: Why It Often Misses the Mark](https://purpleiriscomms.com/internal-branding-strategy-that-work/): Internal branding has a big role to play in what employees take away every day about their organization’s purpose.
- [A Founder’s Guide to Scaling Influence on LinkedIn](https://purpleiriscomms.com/a-founders-guide-to-scaling-on-linkedin/): Many early-stage founders spend months refining product messaging, go-to-market strategy, and investor narratives.
- [Founder-Led or Founder-Plus? The Marketing Model is Changing](https://purpleiriscomms.com/founder-led-or-founder-plus-the-marketing-model-is-changing/): In the past, a founder's role in content was limited to an official photo in the annual report and a carefully crafted quote for press releases.
- [5 Types of B2B Case Studies and When to Use Each](https://purpleiriscomms.com/5-types-of-b2b-case-studies-and-when-to-use-each/): No two buyers look for proof in the same way.
- [The Role of Storytelling in Internal Alignment](https://purpleiriscomms.com/the-role-of-storytelling-in-internal-alignment/): Are vision, values, and goals just words in a strategy deck, or are they drivers of everyday employee action?
- [5 Things to Remember When Creating a Content Calendar](https://purpleiriscomms.com/5-things-when-creating-a-content-calendar/): For CMOs and startup founders, a content calendar often feels like a milestone to be crossed. The dates are filled. The themes are approved.
- [The B2B Guide to Winning Visibility in AI Search Engines](https://purpleiriscomms.com/the-b2b-guide-to-winning-visibility-in-ai-search-engines/): The visibility game on search engines has fundamentally changed.
- [AEO and GEO: The New Edge in B2B AI Search](https://purpleiriscomms.com/aeo-and-geo-the-new-edge-in-b2b-ai-search/): For a long time, B2B content teams have followed a familiar rhythm. Research keywords, publish fresh content, and climb search rankings.
- [How to Build a Content Strategy That Works for B2B Tech Startups](https://purpleiriscomms.com/how-to-build-a-content-strategy-that-works-for-b2b-tech-startups/): In many B2B tech startups, content is created with clear goals but limited strategic connection.
- [Content Strategy and Content Marketing: Different By Roles, Powerful Together](https://purpleiriscomms.com/content-strategy-and-content-marketing-different-by-roles-powerful-together/): Every B2B business understands the role that content plays in its success–growing its voice in the market, articulating its value proposition to buyers, and engaging with them meaningfully.
- [Behind the Buzz: The Hidden Risks Behind AI-assisted Writing](https://purpleiriscomms.com/behind-the-buzz-the-hidden-risks-behind-ai-assisted-writing/): Every B2B business is making choices about AI right now. Some are making smart choices. Some are not.
- [The Art of Writing Reports That Actually Get Read](https://purpleiriscomms.com/the-art-of-writing-reports-that-actually-get-read/): Apple once reported its progress on sustainability directly to ‘Mother Nature’, the most important stakeholder of all.
- [Personal Branding for CIOs: How to Become a Thought Leader](https://purpleiriscomms.com/personal-branding-for-cios-how-to-become-a-thought-leader/): The demand for technology leadership in the boardroom has never been more pronounced.
- [Building A Personal Brand for Entrepreneurs That Drives Business Growth](https://purpleiriscomms.com/building-a-personal-brand-for-entrepreneurs-that-drives-business-growth/): Your personal brand is your biggest unfair advantage.
- [7 Blog Mistakes That Are Costing You Real Leads](https://purpleiriscomms.com/7-blog-mistakes-that-are-costing-you-real-leads/): What got your blog here won’t get it there.
- [Has AI Muted Your Brand Voice? 8 Ways to Bring It Back](https://purpleiriscomms.com/has-ai-muted-your-brand-voice-8-ways-to-bring-it-back/): In late April 2025, OpenAI rolled back an update to ChatGPT that made its AI suggestions sound overly sycophantic—so much so that users began calling it fake, inauthentic, and downright annoying.
- [Storytelling for Entrepreneurs: B2B Decision-Making is Not About Data Alone](https://purpleiriscomms.com/storytelling-for-entrepreneurs-b2b-decision-making-is-not-about-data-alone/): Storytelling in B2B decision-making is mostly perceived as something opposed to rationality – stories appeal to emotions; facts relate to the rational mind.
- [Why Gen AI Cannot Replace Humans in B2B Content Creation](https://purpleiriscomms.com/why-gen-ai-cannot-replace-humans-in-b2b-content-creation/): If you have used Generative Artificial Intelligence (Gen AI), you have probably noticed that it is quick to point out that it is only a computer programme, devoid of feelings.
- [Business Blogging: Putting the Right Strategy and Plan in Place](https://purpleiriscomms.com/business-blogging-putting-the-right-strategy-and-plan-in-place/): If you are a B2B marketer and use your company’s business blog for content marketing, you are among the eight out of 10 marketers to do so.
- [Mastering Impactful Writing: Lessons for Modern Professionals to Ace 2025](https://purpleiriscomms.com/mastering-impactful-writing-lessons-for-modern-professionals-to-ace-2025/): "I've been staring at your banner for the last 10 minutes, and your cell number just has four digits! Attention to detail, man. What’s going on here?
- [AI in Content Writing: Strategies to Protect Content Authenticity](https://purpleiriscomms.com/ai-in-content-writing-best-practices/): The idea of a computer beating a human at chess once seemed absurd.
- [Want to Influence Buying Decisions With Case Studies? Avoid These Mistakes](https://purpleiriscomms.com/want-to-influence-buying-decisions-with-case-studies-avoid-these-mistakes/): Long before influencer marketing became a thing and individuals with the power to sway purchasing decisions gained celebrity status, there was the customer story.
- [Persuasive Writing: Aim to Convince and Convert, Not Coerce](https://purpleiriscomms.com/persuasive-writing-aim-to-convince-and-convert-not-coerce/): Communicating with the purpose of persuading someone—to think differently or act in a particular way—is no easy task.
- [Re-purposing Content: Tips on How to Maximize Value](https://purpleiriscomms.com/re-purposing-content-tips-on-how-to-maximize-value/): If you are a marketing and communications professional, you are probably trying out ways to maximize value out of your existing content.
- [Decoding Empathy in Communication: Know How to Get it Right](https://purpleiriscomms.com/decoding-empathy-in-communication-know-how-to-get-it-right/): The use of empathy in communication has been a part of corporate discourse for a while now.

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- [Resources](https://purpleiriscomms.com/resources/): We spend a lot of time thinking about what makes communication work.
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- [LinkedIn Personal Branding](https://purpleiriscomms.com/linkedin-personal-branding/): Posting on LinkedIn should not feel like a chore, but it does.
- [Terms of Use](https://purpleiriscomms.com/terms-of-use/): Welcome to Purple Iris Communications (“Purple Iris”, “we”, “our”, or “us”).
- [Blog](https://purpleiriscomms.com/blog/)
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- [Thought Leadership](https://purpleiriscomms.com/services/thought-leadership-content-services/): We pave the way for organizations and business leaders to create a competitive advantage through thought leadership content, turning informed viewpoints into published authority.
- [Report Writing](https://purpleiriscomms.com/services/report-writing-services/): We turn your business expertise into research-led reports, whitepapers, and strategy guides that inform decisions and influence industries.
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- [Marketing Communications](https://purpleiriscomms.com/services/marketing-communications-services/): Invest in content that connects your brand to the right audience at every stage, from first impression to conversion.
- [Ghostwriting](https://purpleiriscomms.com/services/ghostwriting-services/): Your ideas demand architecture. We add form and structure to your thoughts so you are publishing-ready.
- [Employee Communications](https://purpleiriscomms.com/services/employee-communications/): Transform employee communications into meaningful moments that strengthen culture, deepen trust, and drive business performance.
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- [Enquiry Page-Thought leadership service](https://purpleiriscomms.com/enquiry-page-thought-leadership-service/): We help founders, senior executives, and consultants take their personal brand to the next level with confidence and ease.
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- [Enquiry page-Employee Communication service](https://purpleiriscomms.com/enquiry-page-employee-communication-service/): That’s the big dream leaders are chasing. But it need not stay a dream. Work with us to make your culture visible within the organization and outside.
- [Contact Us](https://purpleiriscomms.com/contact-us/): Looking to add some power to your B2B content writing engine? Contact Us.
- [Case Studies](https://purpleiriscomms.com/case-studies/): Great content makes all the difference in marketing effectiveness.
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- [About](https://purpleiriscomms.com/about/): Looking for a partner who matches your team’s rhythm and keeps the tempo going? You have arrived at the right place.
- [Home](https://purpleiriscomms.com/): We are a B2B content writing agency that works with CMOs and startup founders to grow brand authority with expert-led content.

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