The Best Thing to Do Is The Right Thing

<p>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. </p><p>Today, the story of <i>In the Works</i>, 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.</p><p>There, we find the true dividing line between brands who do this whole storytelling stuff well ... aaand everyone else.</p><p> </p><p><strong>REFER A FRIEND:</strong></p><p>Love the show? Help others find us in their favorite podcast player by sharing this link: <a href="https://jayacunzo.com/unthinkable-podcast" target="_blank">jayacunzo.com/unthinkable-podcast</a></p><p>***</p><p><strong>INSIDE THIS EPISODE:</strong></p><ul><li>Nick Francis: <a href="https://twitter.com/nickfrancis?lang=en" target="_blank">Twitter</a> | <a href="https://www.linkedin.com/in/nickfrancis1/" target="_blank">LinkedIn</a></li><li>Hillary Noble: <a href="https://twitter.com/hillaryjnoble" target="_blank">Twitter</a> | <a href="https://www.linkedin.com/in/hillaryjnoble/" target="_blank">LinkedIn</a></li><li><a href="https://helpscout.com" target="_blank">Help Scout</a></li><li><a href="https://intheworks.com" target="_blank">In The Works</a></li><li><a href="https://intheworks.helpscout.com/bridging-belonging-gap/" target="_blank">The Chezie story</a></li><li><a href="https://twitter.com/jayacunzo/status/1560637602092519426" target="_blank">List of brands building in-house media arms</a></li></ul><p>***</p><p><strong>SUBSCRIBE TO THE NEWSLETTER:</strong></p><p><a href="https://jayacunzo.com/newsletter">Playing Favorites newsletter:</a> stories and frameworks for creating work that resonates.</p><p>***</p><p><strong>CONNECT WITH JAY ELSEWHERE:</strong></p><p>