Kevin Davis and Kay-Kay Clapp from Typeform joined Erik Jacobson to share how they have shifted away from traditional SEO blog posts towards a 95/5 content strategy approach that is designed to reach future buyers before they're ever actively looking for a solution.

They explain their use of first-person storytelling, influencer partnerships, and proprietary research, and how they got buy-in from leadership on the value of a 95/5 content strategy (and the value of brand marketing).

Here’s what you’ll learn in this episode:

• Stop obsessing over content formats and focus on where your buyers actually are
• Focus on one ICP deeply rather than spreading across multiple personas
• Build owned audiences as your North Star instead of chasing perfect attribution
• Treat influencers and employees as brand extensions to reach audiences where trust already exists
• Partner your content team with paid teams - their best ads often come from your content assets
• Look outside B2B to fashion, D2C, and reality TV for inspiration that actually makes people engage
• AI makes formulaic content worthless, forcing differentiation through human creativity and weirdness

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This episode is brought to you by Hatch.

Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to run an efficient content engine and be seen as the #1 choice to future buyers.

To learn more, go to hatch.fm