1.
开始把RSS作为终极用户使用
2.
计划你的RSS
FEEDS
3.
做一个RSS市场营销/发布要求表
4.
选择一个RSS发布工具和制作你的第一个RSS
FEED
5.
通过你自己的渠道传播你的RSS
FEEDS
6.
通过外部渠道传播你的RSS
FEEDS
7.
其他关键的RSS活动
Rok Hrastnik近日撰写了一篇文章：“RSS市场营销计划的7个步骤”对我们很有启发：这7个步骤是：
1.
开始把RSS作为终极用户使用
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 sample:
a) Web-based RSS aggregators
(websites): http://my.yahoo.com, http://www.pluck.com, http://www.newsgator.com,
http://www.bloglines.com
b) Desktop RSS aggregators
(software): http://www.awasu.com, http://www.bradsoft.com/feeddemon/,
http://www.stevenwood.org/stories/2003/06/08/voxLite.htm
c) Integrated RSS aggregators
(integrate with IE or Microsoft Outlook): http://www.mozilla.org/products/firefox/
(browser with integrated RSS features), http://www.newsgator.com,
http://www.pluck.com, http://www.attensa.com/index.php?ys=1
2.
计划你的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" e-book at http://rss.marketingstudies.net?src=sa13
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.
做一个RSS市场营销/发布要求表
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 on?
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 subscription data?
g) What's your budget?
4.
选择一个RSS发布工具和制作你的第一个RSS
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 http://www.feedforall.com.
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
http://www.press-feed.com/
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://www.simplefeed.com, http://www.nooked.com, http://myst-technology.com
and some other strong players as well. Solutions aimed especially at
smaller companies include http://www.rssautopublisher.com and
http://www.market-soft.com/bypass/
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 http://www.movabletype.com
5.
通过你自己的渠道传播你的RSS
FEEDS
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 the site.
e) Promote your RSS feeds in
all of your e-mail messages and e-zine issues.
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 feeds.
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.
通过外部渠道传播你的RSS FEEDS
a) Submit your feeds to the
appropriate search engines and directories. A good list can be found
here: http://www.masternewmedia.org/rss/top55/
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.
其他关键的RSS活动
a) Measure and optimize your
feeds
b) Syndicate your feed content
to other web media
c) Display third-party RSS
feeds on your site
