Hottest Word In Current Internet World:
Like Blog, RSS is one of the
hottest words in the world of Internet. Many people know Blog well,
but know little about RSS. This site will deliver the knowledge of
RSS to you and will introduce some very useful RSS software.
The 7-Step RSS Marketing
If you're wondering how to get started with RSS marketing, here's a
basic 7-step plan that should provide some needed guidance.
these steps as your personal RSS marketing checklist to get your
started and help you see whether you're on the right track.
1. START USING RSS AS AN END-USER
The first step to getting started with RSS marketing/publishing is
getting your own RSS aggregator, subscribing to other RSS feeds and
just seeing and understanding how it all works.
There's a variety of RSS aggregators to choose from. Just a small
a) Web-based RSS aggregators (websites):
b) Desktop RSS aggregators (software):
c) Integrated RSS aggregators (integrate with IE or Microsoft
http://www.mozilla.org/products/firefox/ (browser with
integrated RSS features),
2. PLAN YOUR RSS FEEDS
Planning your RSS feeds might be the most important thing you do
about RSS. You most certainly need an RSS feed for your e-zine, your
news section, your articles etc.
But how you will package these, what others you might want to offer
and other important issues, are much more complex than we can cover
in this space. A precise overview of all of the opportunities is
available in the "Unleash the Marketing and Publishing Power of RSS"
You might also want to do follow-up (autoresponder) RSS feeds, feeds
for your affiliates, feeds for your employees or business partners,
feeds for the media, and so on.
3. CREATE A LIST OF RSS MARKETING/PUBLISHING REQUIREMENTS
Then create a list of requirements for the RSS marketing/publishing
solution you will be getting to publish your feeds. The list should
answer the basic questions, such as:
a) Do you want to integrate RSS publishing with your existing
content management system?
b) What RSS metrics you'll want to watch? For example, are you
satisfied with just a rough idea of how many people are reading your
RSS feed, or are you interested in more precise subscriber counts,
clicks and even individual content item popularity?
c) Do you need feed personalization, such as personalizing your RSS
content with the receipient's name and other details?
d) Do you want to provide your subscribers with the ability to
precisely select the content they want to receive in your RSS feed
(customization), such as by content topic, keywords, authors and so
e) Do you want the RSS feeds to be hosted on your own server?
f) Do you need the ability to target promotional messages or other
content to your individual RSS feed subscribers, for example based
on their previous clicks and reading habits, or even their
g) What's your budget?
More information on all the different possibilities provided by RSS
is available in the free Business Case for RSS report at
4. CHOOSE AN RSS PUBLISHING TOOL AND CREATE YOUR FIRST FEED
After you've prepared a list of requirements you can start searching
for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools Desktop software you can use to
inexpensively, quickly and easily generate RSS feeds, but doesn't
allow for more advanced features such as content targeting. The
market leader in this category is
b) Hosted online RSS publishing solutions If you don't want to be
bothered with a desktop tool and having to constantly upload your
RSS feeds to your server, you could try a basic hosted online RSS
publishing solution, such as
http://www.myrsscreator.com. Using their simple service you
don't even need your own website to publish via RSS. Another good
choice, especially if you're in PR, is
c) Advanced RSS marketing solutions These will cover more advanced
RSS marketing capabilities, such as metrics, scheduled autoresponder
messages, database building capabilities and similar. The strongest
contenders in this market are
http://myst-technology.com and some other strong players as
well. Solutions aimed especially at smaller companies include
d) Other options There are many other options as well, one for
example being using your existing content management system to
publish RSS feeds, or using a blog publishing solution such as
5. PROMOTE YOUR RSS FEEDS THROUGH YOUR OWN CHANNELS
a) Create an RSS presentation page, on which you explain: what RSS
is; how the visitor will benefit from using RSS; where they can get
a free RSS aggregator (recommend one yourself!); how they can
subscribe to your RSS feeds; and why they should subscribe to your
own RSS feeds.
Then, on this same page, include the links to all of your RSS feeds.
In addition to the standard orange RSS button, also include direct
links for subscriptions via MyYahoo! (get it here
http://my.yahoo.com/s/button.html) and other relevant services,
such as Bloglines (http://www.bloglines.com).
b) Now promote this RSS presentation page as much as you can using
all of your available channels.
c) Promote your RSS feeds directly below your e-zine subscription
box, and always "above the fold". Promote your RSS presentation page
(telling your visitors that's where they can subscribe to your
feeds) on the most prominent locations of your site.
d) If you're publishing more than one RSS feed, but rather a couple
of focused topic feeds, promote each of them next to their topics on
e) Promote your RSS feeds in all of your e-mail messages and e-zine
f) As for the content, don't just say "Subscribe to receive news
from my site", but rather prepare compelling copy to specifically
show your visitors why they need to subscribe to your content in the
first place and why they should subscribe specifically to your RSS
e) Enable Auto-discovery Just include the following piece of HTML
code in the <head> section of your webpages and you'll be all set:
<link rel="alternate" type="application/rss+xml" title="RSS" href="ENTER_RSS_URL">
6. PROMOTE YOUR RSS FEEDS THROUGH EXTERNAL CHANNELS
a) Submit your feeds to the appropriate search engines and
directories. A good list can be found here:
b) Ping the RSS aggregation sites each time you update your online
content, letting them know that new content is available to be
indexed. You can use this free service: http://pingomatic.com
7. OTHER KEY RSS ACTIVITIES
a) Measure and optimize your feeds
b) Syndicate your feed content to other web media
c) Display third-party RSS feeds on your site