Guest: Camille Ricketts - Former Head of Marketing at Notion. Camille was the first marketing hire at Notion and previously led content and marketing at First Round Capital, where she launched the influential First Round Review. She also has experience in content marketing at Kiva and communications at Tesla, where she worked closely with Elon Musk. Key Takeaways: Community-Led Growth: Community can drive significant brand awareness and help move upmarket into enterprise by creating ubiquity and legitimacy. It's particularly effective for freemium and product-led growth companies. Ambassador Programs: Identify and support passionate users who organically promote your product. Notion's ambassador program started with 20 vocal users and grew by providing early access to features and fostering a sense of community. Content Market Fit: Approach content like a product by understanding your audience's needs and creating content that acts as a "painkiller" rather than a "vitamin." This involves addressing real anxieties and needs of your target audience. Comms and PR: Despite the rise of direct communication channels like newsletters and social media, traditional PR and media coverage still provide valuable credibility and reach. Notion's big break came from a Wall Street Journal article. Quality Over Quantity: High-quality content requires significant time investment. The First Round Review posts often took eight hours to write, emphasizing the importance of depth and detail. Topics Covered: Community-led growth, ambassador programs, content marketing, content market fit, PR and media strategy, influencer marketing, Notion's growth strategy, First Round Review, building brand awareness.
“You have to think about content market fit.”
“One of the biggest mistakes you can make on social media is giving yourself a quota.”
“A lot of a founder's strength comes from leaning into where they know that they love to work.”
