Archives for cc:Clients

What’s News Now?

News definition in the dictionaryAt cc:Clients, we’ve long used well-targeted, highly relevant news clips as the “hook” to engage readers of the e-mail newsletters we create for our customers.

When we started curating news 10 years ago, we needed to look no further than the web-accessible editions of mainstream print publications – mostly daily newspapers, wire services and weekly magazines.  An important part of our job always has been to scour these traditional news outlets and hand-assemble a collection of the most appropriate news clips for each practice group’s newsletter.

For us, careful “content curation” has always been the essential component of our content marketing products.

Ten years later, it’s striking how dramatically the news industry landscape has changed:

  • The mainstream print media has shrunk – both in the number of publications and, after heavy cuts in the editorial departments, in the number of news articles they produce.
  • At the same time, there’s more news being produced than ever before – it’s just coming from new sources outside the traditional media outlets.  “News” now includes reputable blogs (almost non-existent ten years ago) and news sites that exist only on the Internet.  Some of these are highly-reliable publications with professional writers and editors, and some are just a crank with a website.
  • Broadcasters now routinely re-purpose their stories online, and numerous news websites republish press releases verbatim, without fact-checking.
  • And, there’s more commentary and analysis than ever before.

As a result, a new challenge has arisen: how to sort through what’s legitimate and what’s just noise.  The need for curating content has never been greater.

So, as we begin to provide new distribution vehicles to our customers for our curated news content (e-mail newsletters, blogs, microsites, RSS and XML news feeds, social media posts), we’re also expanding the kinds of news we can incorporate.  As we develop the unique Editorial DNASM for each publication, our customers will have even more choices, including the option to add content from notable and reliable blogs, government and trade group press releases, and interesting opinion and analytical stories.

These new news sources make our customer’s client communications even more relevant, interesting, timely and informative.

Happy 10th Birthday, cc:Clients!

cakeTen years ago, when we launched cc:Clients, “curating content” and “content marketing” were, if not unheard of, at least unpopular and untested activities for professionals.  Today, as cc:Clients celebrates its 10th birthday, we consider ourselves pioneers in this exciting and effective marketing strategy – and, we’re thrilled to launch the next phase of our service.

E-mail marketing that incorporates hand-selected news content for professional service firms remains the core of our business. But, because identifying the most relevant and highest-quality news online has become even more important as mobile and social media outlets are now commonplace, we have expanded the scope of our services to help law firms and others successfully market their practices.

Specifically, here’s what we’ve been working on lately at cc:Clients:

  • Our new logo reflects our new direction: Modern, simple with an emphasis on providing our customers with highly targeted, news-based content for use across a variety of platforms – e-mail, microsites, blogs, social media outlets and more.
  • Our new website also conveys the same message. While content always will remain king, a good-looking platform is one of its best tools, and we think our new website makes clear that cc:Clients is, like our own customers, dressed for success.
  • Our new products are an integral part of the content curating and content marketing services that we helped make popular. Now, not only are we providing e-mail newsletters for our customers with relevant and timely news content via our well-established Editorial DNA℠ process, but we’re expanding the vehicles in which this curated news can be conveyed, so our customers can reach their clients in numerous ways.
  • And, finally, our new director of sales and marketing, Carol Todd Thomas, will help us accomplish all of this. A tremendously experienced professional with more than 25 years of service to regional and international law firms, Carol knows what our customers’ clients want, and she’s ready to deliver.

We look forward to helping our current customers take advantage of everything cc:Clients has to offer, and we’re excited about growing our own business – just as we’ve helped our customers do so for the past decade.