{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"95% Content","title":"The Human-First Content Strategy Powering Doist's 50M-User Growth (w/ Naomi Liddell, Brand and Content Lead)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/12c7f177\"></iframe>","width":"100%","height":180,"duration":3160,"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.\nNaomi 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.\nKey topics covered:\n[00:00] Intro\n[02:54] 95% vs 5% market prioritization strategy\n[04:26] Brand as competitive moat approach\n[06:21] Content builds trust over conversions\n[08:36] 50 million users through content strategy\n[09:23] Multi-channel content ecosystem overview\n[11:26] Monthly newsletter personal connection strategy\n[13:31] Personal brand vs company risk\n[15:24] Youtube channel revival with iPhone\n[18:21] Getting team buy-in for video content\n[21:22] Human connection in B2B content\n[25:08] Youtube growth from 100 to 1400 subscribers\n[27:08] Youtube strategy and keyword research tips\n[31:42] Thumbnail and lighting impact on performance\n[35:43] Reddit community management philosophy\n[39:57] Blog content in the AI era\n[44:33] Long-form content as foundation strategy\n[45:56] Metrics beyond conversion tracking\n[48:20] Substack move for community building\n—\nThis episode is brought to you by Hatch.\nHatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.","thumbnail_url":"https://img.transistorcdn.com/UUCEZC_17ePo_hwOZPlHuTCzYFoG4EgdS9P9ySnvtNY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hYTE5/ODkxYzhlMDYwODg3/ZDRjYzVjOTlhNDE5/YTczYi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}