Show notes
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