Meet Kristen Bryant Smith, the Director of Content Marketing at Help Scout, a certified B-corps whose software helps growing businesses better support their customers. Prior to Help Scout, Kristen spent three years at Wistia.

In this episode, you'll hear about a powerful brand marketing initiative called "In the Works." You'll learn what it takes to put together a new online publication, the role creativity can play in brand differentiation and engagement, how to take an evolutionary approach to audience development, and the ROI in creating timeless content. Enjoy!

Notes:

- 01:45 Helping Growing Businesses Better Support Their Customers  

- 02:05 A Brand Marketing Initiative: "In the Works"    

- 05:20 Expanding the ICP With Creative Branded Content    

- 08:10 Connecting on a Broader Array of Types of Content and Media    

- 09:46 Creativity as a Brand Differentiator and a Real Way To Drive Engagement and Value Long Term    

- 12:25 How To Put Together a New Digital Publication  

- 17:50 Creating a New Brand Rooted in the Main Brand  

- 19:50 Taking an Evolutionary Approach to Audience Development    

- 23:35 An Email Address Is the Most Valuable Thing You Can Get as a Marketer    

- 24:30 The ROI in Creating Content That Will Be Timeless    

- 30:00 Lightning Questions