RSS is not for everybody in the same way as all
other mediums of technology are. However by far, RSS is considered the
most reliable content delivery channel there is. It is also believed to
be able to increase search engine rankings, enhance e-mail marketing
and builds on that relationship, generates media coverage through
content syndication, develop on-line conversations and a whole lot more
of possibilities. As such, its users should be able to maximize its use
for their greater benefit and convenience. Here's how:
1. Use the RSS initially as an end-user.
The first step in any worthwhile activity is understanding the
intricacies of how it works. It would be impossible to fully comprehend
anything without having the benefit of actual experience in using it.
One can get an RSS aggregator as there is a variety of providers to
choose from. Among the most popular and highly recommended are My
Yahoo!, Bloglines, Firefox and NetNews Wire. Subscribing to other RSS
feeds can immediately hasten the learning process.
2. Set up a plan for your RSS feeds.
Planning one's RSS feeds is very important since it can be used for
various purposes of the user. An RSS feed may be needed for e-zines,
news section and articles. Other opportunities available in RSS
includes follow-up RSS feeds, feeds for affiliates, feeds for employees
or business partners, feeds for the media and many others. A technology
that is capable of such diverse application requires organization and
order.
3. Make a list of RSS Marketing Requirements.
There are several basic questions that need to be taken into
consideration when you push to publish your feeds. Some of which
includes whether RSS publishing is to be integrated with existing
content management system, whether your feed requires personalization
particularly the RSS content or whether you would want to provide
subscribers with the ability to select the content they would prefer to
receive. Other considerations are the RSS metrics desired, the host of
the feeds and the budget.
4. Choose among available publishing tools in creating a feed.
Marketing and publishing tools come in a few general categories namely
desktop feed generation tools, hosted on-line RSS publishing solutions,
advanced RSS marketing solutions plus a few other options. Desktops
software is relatively inexpensive and is quick and easy to use in
generating RSS feeds but generally does not allow for more advanced
features. A basic hosted on-line RSS publishing solution can be chosen
to avoid being bothered by a desktop tool and the constant upload of
your RSS feeds to your server. The more advanced RSS marketing
solutions which include additional capabilities such as metrics,
scheduled autoresponder messages, database building capabilities and
the like. Other options would include the use of an existing content
management system to publish RSS feeds or a blog publishing solution.
5. Be sure to promote your RSS feeds through your own channels.
This is best done through the creation of an RSS presentation page
which should contain an explanation of what an RSS is, the benefits to
be expected from it use, recommendation of a free RSS aggregator, the
manner of subscribing to these feeds and the reason why people should
subscribe to your RSS feeds. The same page can also include the links
to all your other RSS feeds as well as direct links for subscriptions
to relevant services. This page is to be promoted as much as possible
in all available channels such as the e-zine subscription box, e-mail
messages and e-zine issues. For more than one published RSS feed, each
can be promoted next to their topics on the site. It should be
remembered that nothing is more effective than a compelling copy in
convincing people to subscribe.
6. Promote your feeds as well through external channels.
This can be done by submitting your feeds to appropriate search engines
and directories where the best lists are found. The RSS aggregator
sites should be pinged every time an update is done to the on-line
content. Your feed content can also be syndicated to other web media.
7. Allow syndication of your RSS feed.
RSS as one of the potent marketing channels needs to be used to
leverage the most out of its format. Allowing others to take your RSS
feed and use it to refurbish your news in their homepage will work to
your advantage. In fact, it should be encouraged by providing short
stories or simple explanations of how easy it is to search, filter and
aggregate content from various RSS feeds as well as create dedicated
news channels.
8. People who adopt RSS are in it primarily for the information.
No one in particular would want to adopt RSS. The people who do are in
it for the timely information they get in a controlled and organized
way that helps them become better either at their work or their
personal life. The tremendous volume of information and news available
through RSS is very hard to ignore.
9. RSS, Blog, E-zines and E-mail can work together.
Most marketers still depend mostly on e-mail as their key marketing and
communication tool. However, getting e-mail through is becoming
increasingly difficult due to spam filters and spam itself. RSS has
become the essential element to e-mail delivery at a time where many
Internet users choose to ignore e-mail subscriptions and subscribe only
to RSS content. Blogs and e-zines are concerned with the content and
what is published on-line. RSS and e-mail are concerned with getting
the information to the reader. One is not intended to replace the other
but rather to work hand in hand together,
10. Use RSS potential for providing value in market research.
RSS holds much potential when it comes to its capability in reaching
new customers. However, the best approach is to walk carefully rather
than running head-on as there is much danger in over-hyping this
medium. Patience would be a required virtue especially for companies
that have sophisticated reporting systems. Advertisers should refrain
from the annoying practice of placing an ad after every item. They
would do well to observe the best practice guidelines for RSS
advertising.
The RSS promises to provide to end-users a unified one-stop-shop for
consumption of on-line content. It hopes to do away with the need to
visit several sites each day just to see what's new. On-line
subscriptions will no longer interfere with personal and business
e-mail communications.
It likewise promises to give its users complete control over their
content consumption. They even have the option to unsubscribe from
content they do not wish to receive. Breaking news is received as it
becomes available. There is absolutely no need to wait for worrisome
recaps sent to their e-mail addresses.
RSS makes possible the certainty of receiving the content users would
want without the inconvenience brought about by spam filters. It also
has the ability to receive content directly to desktops including audio
and video content. To sum it up, RSS provide the tool that makes the
user's lives so much easier with its important advancements that can
change how Internet content is consumed.
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