The Animalz Content Marketing Podcast

Kay-Kay Clapp on Typeform’s Audience-Powered Content Strategy

May 27, 2025
Kay-Kay Clapp, Head of Content & Social at Typeform, shares her expertise in building effective content strategies within B2B SaaS environments. She discusses how to balance creativity with operational discipline while tackling content approval bottlenecks. Kay-Kay explains the importance of engaging subject matter experts and utilizing audience feedback to drive ideas. She also emphasizes the role of AI in content creation and the need for innovative approaches to marketing that transcend traditional request processes.
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ADVICE

Clarify Your Core Message

  • Always clear the one key message before shipping content.
  • Rallying people around this message improves brainstorming and buy-in.
ANECDOTE

Parenting Changed Content Habits

  • Kay-Kay's content consumption shifted drastically after having a child.
  • She now relies on her team and peers to stay updated on industry content.
INSIGHT

Size Does Not Equal Maturity

  • Enterprise content maturity doesn't always correlate with company size.
  • Larger companies can have immature content programs similar to smaller startups.
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