<p>Erik Jacobson sits down with Naomi Liddell, Brand and Content Lead at Doist, to explore how a bootstrapped productivity company built trust with 50 million users through strategic content. Competing against VC-backed giants like Microsoft and Notion with a marketing team of just nine people, Doist has long bet on brand over conversion, and it's paid off.</p><p>Naomi shares how a personal monthly newsletter, a revived YouTube channel, and a human-first content philosophy have quietly compounded into one of the most trusted brands in productivity software.</p><p>Key topics covered:</p><p>[00:00] Intro<br>[02:54] 95% vs 5% market prioritization strategy<br>[04:26] Brand as competitive moat approach<br>[06:21] Content builds trust over conversions<br>[08:36] 50 million users through content strategy<br>[09:23] Multi-channel content ecosystem overview<br>[11:26] Monthly newsletter personal connection strategy<br>[13:31] Personal brand vs company risk<br>[15:24] Youtube channel revival with iPhone<br>[18:21] Getting team buy-in for video content<br>[21:22] Human connection in B2B content<br>[25:08] Youtube growth from 100 to 1400 subscribers<br>[27:08] Youtube strategy and keyword research tips<br>[31:42] Thumbnail and lighting impact on performance<br>[35:43] Reddit community management philosophy<br>[39:57] Blog content in the AI era<br>[44:33] Long-form content as foundation strategy<br>[45:56] Metrics beyond conversion tracking<br>[48:20] Substack move for community building<br>—</p><p>This episode is brought to you by Hatch.</p><p>Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.</p>

95% Content

Erik Jacobson from Hatch

The Human-First Content Strategy Powering Doist's 50M-User Growth (w/ Naomi Liddell, Brand and Content Lead)

APR 23, 202652 MIN
95% Content

The Human-First Content Strategy Powering Doist's 50M-User Growth (w/ Naomi Liddell, Brand and Content Lead)

APR 23, 202652 MIN

Description

Erik Jacobson sits down with Naomi Liddell, Brand and Content Lead at Doist, to explore how a bootstrapped productivity company built trust with 50 million users through strategic content. Competing against VC-backed giants like Microsoft and Notion with a marketing team of just nine people, Doist has long bet on brand over conversion, and it's paid off.Naomi shares how a personal monthly newsletter, a revived YouTube channel, and a human-first content philosophy have quietly compounded into one of the most trusted brands in productivity software.Key topics covered:[00:00] Intro[02:54] 95% vs 5% market prioritization strategy[04:26] Brand as competitive moat approach[06:21] Content builds trust over conversions[08:36] 50 million users through content strategy[09:23] Multi-channel content ecosystem overview[11:26] Monthly newsletter personal connection strategy[13:31] Personal brand vs company risk[15:24] Youtube channel revival with iPhone[18:21] Getting team buy-in for video content[21:22] Human connection in B2B content[25:08] Youtube growth from 100 to 1400 subscribers[27:08] Youtube strategy and keyword research tips[31:42] Thumbnail and lighting impact on performance[35:43] Reddit community management philosophy[39:57] Blog content in the AI era[44:33] Long-form content as foundation strategy[45:56] Metrics beyond conversion tracking[48:20] Substack move for community building—This episode is brought to you by Hatch.Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.