Episode 8

Precedented: 5 Covid-Inspired Content Marketing Principles

And Why They Are Key to Your Future Success


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You’ve been hearing it over and over… “Unprecedented.” If you want to thrive in a post-Covid world, you’ve got to plan for the “new normal.” Or the “next normal.” Gotta “pivot.” (Also, it might help if you hoard toilet paper in case THAT situation occurs again.)

How does the advice apply in the real world -- to you, your career, your customers, your content marketing programs? (I mean, aside from the toilet paper tip. That one is clear.)

What if success in the “new normal” actually hinges on the very things that we should’ve been doing all along? That we chose not to focus on in the Before Times, that pre-pandemicked era when things were simply… “normal”?

What if a pandemic has actually illuminated some fundamental issues we should’ve already embraced… and recast them for a new era?

In this fast-paced, inspirational, fun talk that closes out our series, Ann Handley shares how your business can connect more meaningfully with customers with a new understanding the 5 principles that matter most now. Ann will share inspired stories of what we’ve learned over the last 10 months that will ensure success in the next 10 years. (Which means more leads, revenue, engagement, trust. The whole ball of wax.)

It’s time to embrace:

The Sourdough Starter Principle: Why community matters now more than ever
The Toilet Paper Principle: Why focusing on the wrong things brings short-sighted results
The Zoom Mullet Principle: What needs to be pretty; what you can ignore

…and more.

If the pandemic has taught us anything, it’s that planning for the future is impossible, right? There is no crystal ball that will help us anticipate what the future will bring. We never could have planned for unprecedented times.

Or could we? Because if the pandemic has also given us anything, it’s been memes a new alignment on fundamental principles. These “unprecedented” times have illuminated some principles that we should’ve been focused on even in… well, precedented times.

Who’s all-in?!


Ann Handley 

Ann Handley is a Wall Street Journal best selling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, mom, dog person, and writer.

About the series

Ignite Revenue Through Content - Optimizing the Global Content Lifecycle” is Amplexor’s Virtual Knowledge Series running from August through mid-December. With the help of industry thought leaders, we’ll bring cutting-edge insights on how to leverage global content, making it a strategic differentiator. 

Explore proven strategies and the capabilities needed to leverage content across its lifecycle to achieve breakthrough operational efficiencies and drive sustained, profitable growth.

More from the series

Ep. 5 | October 15

The New Localization Toolbox: Delivering Multilingual Content for the 2020s

Ep. 6 | October 29

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Ep. 7 | November 12

Frictionless Localization: What It Is and How to Get It