Content marketing

Great content drives better marketing outcomes. 

We accelerate ideal customer engagement, awareness, and action.

Strong content marketing programs drive better lead acquisition, engagement, education, and action throughout the sales journey. Ironpaper helps B2B companies improve how they use content to attract, convert, and retain customers.

Content marketing is an essential part of any mature B2B marketing program. We act as a strategy and execution partner--building, testing, and optimizing content marketing programs to drive qualified leads and sales opportunities.

A graphic showing how B2B content leads to attraction, conversion, nurturing, and education


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We are content experts.

We help build content to attract, convert, educate, and inspire buyers as a specialized content agency. Our content marketing programs include strategy, creation, technology, tools, distribution, and measurement for driving results. We help organizations build agile and innovative content engines that generate leads and sales. We act as a full extension of your team.


Thought leadership


Content for demand generation


Inbound marketing


Content for account-based marketing


Content for sales nurturing

Ironpaper team conducting a strategy audit for content and web copy

B2B Content Creation & Strategy

We research the right topics to educate B2B buyers and create content to strengthen the buyer's journey. 

Ironpaper B2B content examples. 2 eBooks. Content for B2B marketing and sales.


team marketing account-based b2b

Improve the buyer's journey

Ironpaper provides a documented content methodology that defines how we research, analyze, optimize, and create content to improve the B2B buyer's journey. We are specialists, and we love what we do.

We help B2B companies engage buyers throughout a long sales cycle. We test themes, formats, context, and approaches for content.

Thought leadership for an evolving marketplace

Ironpaper helps position our clients as thought leaders in their industry. We create content that addresses buyer needs and changing market conditions. We create content in various formats for each stage of the buying process. 


Content for marketing


Content for the sales process


Content for customers, job applicants, and partners

team working session marketing strategy

Content improves the B2B buyer's journey

Content plays a critical role in the B2B buyer's journey. We create content to convert, educate, inspire, and nurture the B2B buyer.

Our clients need to educate and inspire leads and sales prospects.  Many B2B companies have a long sales cycle and complex sales. We create content to educate, inspire, and motivate potential buyers to take action. Our content powers account-based marketing, inbound marketing and improves the buyer's journey.

A series of talk bubbles linked together in a hierarchy

Build a better buyer's journey. Great content can drive engagement.

Communicate your value proposition and inspire buyers throughout their decision process. From awareness to the decision phase, Ironpaper creates a content journey for key decision-makers and influencers.

Ironpaper buyers journey using great content for b2b marketing
Sketch of a content idea

B2B content marketing strategy

We create content that speaks directly to buyers' needs and differentiates our clients in the market

Our content marketing programs drive inquiries, qualified leads, awareness, and build thought-leadership. Our content supports both marketing and sales programs. We are focused on helping B2B companies grow. Content plays a vital role in growth.

Content marketing programs

Use content to improve your buyer's journey.

Ironpaper improves the B2B buyer journey by creating smarter content that speaks to the heart of buyer motivations and interests.

Our content marketing programs drive results for inbound marketing, lead generation, account-based marketing, and sales nurturing initiatives. By leveraging our expertise in creating compelling content and understanding your target audience, we can help your business build meaningful relationships with potential buyers throughout their decision-making process.


Marketing and sales messaging strategy


Content strategy


Content creation


Thought leadership


Content for SEO


Sales nurturing content

A buyer's journey that shows multiple stages of engagement using content
A collage of data on mobile ad and video viewability


We continually test the effectiveness of content. Our analysis helps guide strategic decisions. We create messaging and content that addresses buyers' needs and helps a group buying context. Content is the fuel for growth. Buyers need to be inspired and educated over a long sales cycle.

We create a messaging strategy that focuses on buyers' needs--rather than take an autobiographical approach.



Content is the fuel for building awareness, converting leads, and engaging ideal buyers.

Why is content marketing important?

Content marketing is of paramount importance due to several reasons. Educating, inspiring, and engaging potential buyers throughout their journey is crucial, from the awareness stage to the decision-making stage. By delivering high-quality and strategically crafted content, B2B companies can effectively guide potential buyers, increase conversion rates, and nurture sales opportunities.

Content marketing builds buyer engagement over a long sales cycle. Buyers are increasingly researching before purchasing. Content allows businesses to communicate their value propositions effectively, establish themselves as industry leaders, and develop meaningful relationships with their ideal buyers.

Why is a content strategy important?

A robust content strategy ensures content creation efforts align with buyer motivations. A strategy formulation process helps identify the right customer targets, their motivations, engaged stakeholders, and the right topics and formats to focus on. A strategy will also establish a measurement process that can provide valuable insights to ensure content efforts are helping to achieve business goals.

By addressing immediate buyer needs and anticipating future challenges, content marketing positions a brand as a trustworthy partner committed to the long-term success of its customers. A content strategy plays a significant role in aligning marketing and sales efforts, thus driving business growth. With a data-informed approach to content creation, businesses can create and promote strategic content that resonates with their target audience and supports their business goals.

B2B companies must articulate a clear value proposition to motivate buyers throughout their decision process. 

Content Agency

Ironpaper is a content agency for B2B companies. Content creation and strategy are a part of our larger service offering around marketing, sales, and customer development.  We improve how companies attract, convert, educate, and inspire ideal buyers. Our clients typically have a longer sales cycle, which requires them to engage prospects throughout various stages of the buying process. Content plays a critical role.

Content creation capabilities

We bring an integrated set of capabilities to accelerate growth, engage buyers, and align marketing and sales efforts. Our team of writers creates content for all stages of the buying process. We educate, inspire, and engage buyers from the early awareness stage to the later stages of the sales cycle. Our mission is to help clients articulate a clear value proposition and develop meaningful relationships with ideal customers. 

Content strategy for B2B companies.

Content strategy for B2B companies is critical in shaping the buyer's journey and driving business growth. Content strategy requires continuously analyzing ideal customer profiles, their pain points, and motivations. This strategy involves creating a framework for developing high-quality, relevant content that educates the potential buyer about the solutions offered and establishes the company as a leader in their industry.

It's about delivering the right content in the right format and time to the right audience, ensuring consistent engagement, and guiding the prospective buyers from awareness to the decision stage. A robust content strategy for B2B companies can significantly enhance lead generation, conversion rates, and customer retention.

Ready to start your growth?


Ironpaper was founded in 2003 to create a union of science and art, and we operate with these sorts of unions in mind--whether between design and technology or between our clients and ourselves.

Call us: 212-993-7809

Tel 212-993-7809  

Ironpaper ®
10 East 33rd Street 
6th Floor
New York, NY 10016

Ironpaper - B2B Agency

B2B Marketing and Growth Agency.

Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We drive demand generation campaigns, ABM programs, B2B content, sales enablement, qualified leads, and B2B marketing efforts. 

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