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The Content Conductors: How a Legal Association Excelled at Global Engagement

train station

Imagine a vast train network, spanning continents and countries, carrying vital cargo to eager recipients worldwide. Each train must follow a meticulously choreographed schedule, ensuring every piece of cargo reaches its intended destination at precisely the right moment.

This is the challenge the Association of Corporate Counsel (ACC) faced daily – delivering a constant flow of curated content to its global membership of 46,000 legal professionals across 113 countries.

As a premier global association for corporate lawyers, ACC's content engine was always humming, producing hundreds of articles, resources, and updates to inform, educate, and engage its diverse audience.

However, with a modest team of just three "conductors," ensuring each piece found its way to the right members, in the right format, at the right time, felt like an uphill battle.

They needed a centralized "train station" to organize and route this ever-growing cargo of content across their vast distribution channels – email newsletters, social media, websites, mobile apps, and more.

Enter UpContent, a powerful solution that transformed ACC's content operations into a well-oiled machine.

By leveraging UpContent's intelligent content curation capabilities, ACC built a digital command center that automatically identified, organized, and dispatched hundreds of articles each month to their intended destinations – with little to no manual intervention.

Suddenly, the team could effortlessly match content to specific audience segments, package it in engaging formats, and schedule its journey across ACC's intricate distribution network.

"UpContent has been instrumental in this journey, serving as an indispensable tool that fuels our content queue," says Antje Teegler, Senior Director of International Membership Initiatives & Chapters for ACC. "It has empowered us to send unique newsletters to almost 50,000 subscribers across 113 countries every week."

But ACC's innovative approach didn't stop there. Recognizing the need to personalize content further, the team harnessed UpContent's advanced filtering capabilities to automatically exclude competitor offerings, webinars, or podcasts from specific newsletters and content destinations.

This Content Policy not only ensured a seamless, tailored experience for each audience but also saved valuable review time, allowing ACC to launch a fourth newsletter without adding to their lean team.

As ACC's content demands continued to grow, UpContent's versatility shone through. When the organization launched its new ACC365 mobile app, UpContent seamlessly integrated with ACC's existing tech stack, refreshing the app's newsfeed with relevant, visually stunning content – all with minimal development effort.

"UpContent helped us crack the code by seamlessly bringing content into our scheduling tools, powering our app's newsfeed, and adding an extra layer of sophistication to our email campaigns," affirmed Ariel Moyer, Director of Chapters for ACC.

In the fast-paced world of content marketing, where audiences demand relevance and timeliness, ACC's story serves as a testament to the power of strategic distribution and innovative content curation solutions.

By mastering the art of content choreography, even the smallest teams can deliver big results, captivating audiences and solidifying their position as industry leaders.

ACC’s weekly Corporate Counsel Now newsletters were recognized in May 2024 by ASAE: The Center for Association Leadership with the prestigious Gold Circle Award.