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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PRODUCTION:
- Creator, host, writer, editor, sound design: Jay Acunzo
- Producer and researcher: Ilana Nevins
