For years, the promise of content marketing far exceeded its reality. But more than ever, brands -- even in B2B, the more "boring" cousin to consumer businesses -- are creating content that gives us reason to believe: creativity, community, and capitalism and not only co-exist, but for-profit can be used for-good. 

Today, the story of In the Works, a publication from the software company Help Scout. We go inside the decisions and the strategy of both the company's CEO and the head of content responsible for crafting a brand new publication with a bold mission.

There, we find the true dividing line between brands who do this whole storytelling stuff well ... aaand everyone else.

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INSIDE THIS EPISODE:

• Nick Francis: Twitter | LinkedIn
• Hillary Noble: Twitter | LinkedIn
• Help Scout
• In The Works
• The Chezie story
• List of brands building in-house media arms

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CONNECT WITH JAY ELSEWHERE:

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Email: jay@unthinkablemedia.com

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PRODUCTION:

- Creator, host, writer, editor, sound design: Jay Acunzo

- Producer and researcher: Ilana Nevins