Kay-Kay Clapp

Head of Content and Social at Typeform with a background in performance-led SaaS growth; now building first‑person storytelling, influencer, and proprietary-research content to engage future buyers. Focuses on human, defensible content and employee/influencer advocacy.

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Nov 5, 2025 • 48min

Typeform's Content Strategy to Get Weird, Build Trust, and Win Future Customers

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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