Becky Kane became an editor “totally by accident.” After majoring in political science and using Todoist at her summer internship at a marketing agency, she found an old internship posting on the Todoist blog. Emailing them led to a marketing internship in their small Portugal office (the majority of the company was remote), and after that she took over the company blog, which was just starting the transition from company announcements and product updates to more general content on productivity and self-improvement. Before her chance internship, she had no idea she could get paid to write like that. “I guess I always had this feeling like, ‘If you’re going to be a writer or a journalist, you’re going to have to be a struggling artist.’”
More than five years later, she’s the Lead Editor at Doist. She splits her time between running their productivity and teamwork blog, Ambition & Balance, and leading or supporting other content side projects, including remote guides for their second product, a team communication app called Twist.
Did Doist know it wanted the blog to become Ambition & Balance? Or was it the result of content experimentation?
We were an all-remote team. We were using Slack and having a really hard time staying on top of that hose of unstructured information, which would get buried by the time someone in another time zone logged on. So we decided to launch another product that our company felt the need for. We decided to do that without really thinking through how we would add a whole other brand, Twist. Would we have it underneath the Todoist brand? Would we have it be a separate brand? Then if it’s a separate brand, how would we do content for that as well?
[The publication change] was out of necessity. Honestly, we’re a small team. We weren’t going to be able to build and maintain publications for each separate brand. There’s a lot of common themes between the Todoist brand and the Twist brand, as well as our overall company umbrella brand, Doist. Even though we recognized, “Oh, we’re going to be losing a lot of domain juice from the todoist.com domain,” we think it’s worth it. That setback is worth it in order to build a foundation that’s going to be able to grow with the company in the long-term.
So we had to stop, step back and think, “How are we going to make this cohesive for readers?” Most people are interested in Todoist, so how do we make sure that we’re giving them the content that they’re looking for or that they signed up for, while also expanding to talk more about remote work and teamwork in general? That was the conclusion the content team — at the time just me and my boss, Brenna Loury, the head of marketing — came to. We thought, “This is the only feasible way forward for it to be sustainable and doable.” It definitely didn’t come without its costs, but I do think that it was the right choice overall.[Read more…] about Becky Kane: Every employee is a writer