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. REFER A FRIEND:Love the show? Help others find us in their favorite podcast player by sharing this link: jayacunzo.com/unthinkable-podcast***INSIDE THIS EPISODE:Nick Francis: Twitter | LinkedInHillary Noble: Twitter | LinkedInHelp ScoutIn The WorksThe Chezie storyList of brands building in-house media arms***SUBSCRIBE TO THE NEWSLETTER:Playing Favorites newsletter: stories and frameworks for creating work that resonates.***CONNECT WITH JAY ELSEWHERE:WebsiteTwitter and LinkedInEmail: jay@unthinkablemedia.com***PRODUCTION:- Creator, host, writer, editor, sound design: Jay Acunzo- Producer and researcher: Ilana Nevins