Saas Breakthrough

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 i