A great article from Sharon Housely at FeedForAll puts the spotlight squarely on the need for good content in RSS feeds.
The biggest opportunities for RSS are not in the blogosphere but as a corporate communication channel.
Businesses that were initially reluctantly evaluating RSS are beginning to realize the power and benefit of the RSS information avenue. The inherent capacity for consumers to select the content they wish to receive will be the driving mechanism for keeping advertisements to a minimum and content quality consistent.
Yet it seems that figuring out what content to put into a feed so that it becomes that ‘must have ‘ feed is where most businesses fall down.
RSS is a new technology and not many marketing and PR people are familiar enough with the process to have it run smoothly and get the results it promises.
Decide who your audience is for the content
Look into what kind of communication you have with this audience on a regular basis
What communication would you like to be able to deliver to them
What content would be most valuable to them
Figure out how to generate this content on a regular basis and find the resources to do that
Add content to the feed at least once a week