KAY-KAY CLAPP ON TYPEFORM'S AUDIENCE-POWERED CONTENT STRATEGY

Summary from the TLDR Marketing newsletter

Kay-Kay Clapp, Head of Content and Social at Typeform, recommends clearly defining one key takeaway for each piece of content to align stakeholders and simplify creative execution. She uses modular content systems and structured workflows supported by clear briefs and AI to streamline production. Audience surveys serve as an effective tool to directly source relevant content ideas and quotes. SME-driven content provides unique perspectives that differentiate from generic AI-generated content. Clapp measures content effectiveness primarily through owned audience engagement and long-term audience growth, rather than traditional metrics like traffic or MQLs.