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 areFocus on one ICP deeply rather than spreading across multiple personasBuild owned audiences as your North Star instead of chasing perfect attributionTreat influencers and employees as brand extensions to reach audiences where trust already existsPartner your content team with paid teams - their best ads often come from your content assetsLook outside B2B to fashion, D2C, and reality TV for inspiration that actually makes people engageAI makes formulaic content worthless, forcing differentiation through human creativity and weirdness–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

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