95% Content Typeform's Content Strategy to Get Weird, Build Trust, and Win Future Customers
Nov 5, 2025
Kevin Davis, Senior Director of Brand Marketing at Typeform, and Kay-Kay Clapp, Head of Content and Social, share their innovative approach to content strategy. They emphasize the shift from traditional SEO to a 95/5 model that prioritizes future buyers. The duo discusses the power of first-person storytelling, influencer partnerships, and proprietary research. They argue that distinct creativity, influenced by diverse fields like fashion and reality TV, will set brands apart as AI commoditizes formulaic content.
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Prioritize Future Buyers Over Short-Term Demand
- The 95/5 rule is a principle: prioritize future buyers rather than literally 95% of budget.
- Brand work expands addressable market and prevents stagnating on the small set actively buying today.
Use Analogies To Win Internal Buy-In
- Use simple analogies and repeat them internally to educate leadership about brand value.
- Consistent storytelling helps get buy-in for long-term campaigns that can't be judged like short tests.
Bold Campaigns Need Full Creative Scale
- Kevin pitched a global video-first brand campaign and refused to scale down creative for testing.
- They ran a matched-market geo holdout in US DMAs and measured a cool-down quarter to prove long-term impact.