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

The Animalz Content Marketing Podcast

Go behind the scenes of enterprise content marketing with Kay-Kay Clapp, Head of Content & Social at Typeform. In this episode, Kay-Kay reveals how leading B2B SaaS teams build content engines that fuel growth without sacrificing creativity or speed. She shares practical frameworks for managing content debt, running large-scale campaigns, and collaborating with subject matter experts, all while navigating the unique challenges of enterprise environments.

Whether you’re grappling with approval bottlenecks, cross-team friction, or the myth that bigger budgets mean faster shipping, this episode delivers actionable advice and peer benchmarks you can use right away.

👤 About Our Guest: Kay-Kay Clapp

Kay-Kay Clapp has built and led content operations at some of SaaS’s most respected brands, including iFixit, Appcues, and now Typeform. She specializes in designing scalable systems that balance operational discipline with creative risk-taking, helping enterprise teams ship memorable content at speed even in complex, highly matrixed organizations.

📻 About This Season of the Animalz Podcast: Enterprise Content Marketing

This season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.

Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.

⏳ Timestamps

• 00:00 – Introduction: Why enterprise content engines matter
• 03:18 – Kay-Kay’s background: From iFixit to Typeform and lessons learned scaling content teams
• 07:33 – How changing CMS (from Contentful to Webflow) unlocked speed and modularity
• 09:49 – The “fuel & engine” model: Separating creative content from operational systems
• 11:08 – The three-part operating rhythm: Content debt, quarterly campaigns, and SME-driven work
• 16:47 – Turning audience insights into strategy: How Typeform uses real customer feedback to shape content
• 22:07 – The myth of the “big budget = fast shipping” and how enterprise friction really works
• 24:45 – Real-world AI adoption: Using AI to streamline the briefing process
• 28:55 – The 70/30 rule: Balancing proactive strategy with stakeholder requests
• 30:49 – How process enables creativity and why being “a little cringe” is part of the job
• 31:16 – Making content memorable: The power of surprise and delight in B2B
• 33:08 – Creative inspiration: Borrowing from consumer brands and iconic campaigns
• 35:30 – Measuring success: Why “owned audience” is the north-star metric for content teams

🔗 Mentioned Links & Resources

• Typeform (Throughout): Where Kay-Kay leads Content & Social, a Series-C PLG SaaS company.
• Contentful (07:33): The legacy CMS that slowed content velocity at Typeform.
• Webflow (07:33; 17:58): The modular CMS now powering Typeform’s content launches.
• MKT1 / Emily Kramer (09:49; 11:21; 16:47): Source of the “fuel & engine” analogy and content inspiration.
• Dear Marketer podcast (16:47): Emily Kramer’s show featuring audience-driven Typeform surveys.
• Bluey, Blippi, Miss Rachel (03:27): Parental content references.
• Victoria's Secret “I’m No Angel” campaign (32:14): Creative inspiration for iFixit campaigns.

Connect with Kay-Kay Clapp for more insights on enterprise content operations and creative leadership. Explore Typeform’s blog to see these strategies in action.

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