Unthinkable with Jay Acunzo

The Best Thing to Do Is The Right Thing

Nov 15, 2022

41:11

Creator website

Highlights

AI Chapters

Episode notes

In the Works - A New Marketing Approach for Help Scout

02:00

Making What Matters

02:09

Are You Measuring Reach or Residence?

01:48

Introduction

3min

In the Works - A New Marketing Approach for Help Scout

2min

Help Scout - In the Works

3min

In the Works - A New Wave of Content Marketing

3min

How Do You Justify in the Works?

5min

Are You Measuring Reach or Residence?

2min

How to Make a Difference in the Workplace

4min

What We Wanted to Do With the Site

2min

We Work for Help Scout, Not in the Works

2min

10.

How Do You Help the Team Remember the Forest?

2min

11.

The XY Premise Pitch Framework

6min

12.

Help Scout - The Second Phase - Profit and Purpose

5min

13.

Making What Matters

2min

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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