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22nd November 2005

RSS marketing needs measurement

RSS is completely measurable, even more so than e-mail, says RSS guru Rok Hrastnik.

Using the most basic stat – is the usage increasing – will tell you if your content strategy is working. If your content were boring and irrelevant readers would not keep increasing.

You need to make your RSS subscribe buttons very visible and then educate your visitors so they know what RSS is and how to use it.

Make you visitors want your content first, says Rok. Then tell them how to get the content via RSS

Excellent advice. It all starts with a good content strategy. When they want the content they will keep reading the feed.

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18th November 2005

The Business Case for RSS

Yesterday Marketing Profs held an online RSS Seminar presented by Rok Hrastnik , author of Unleash the Marketing Power of RSS, Marketing Studies and the RSS Diary.

For 90 minutes we downloaded the best ideas on what to do with RSS in an enterprise setting.

Whew! That was some download!

The fact that there are so many applications that allow you to set up an RSS feed in a few minutes makes RSS look deceptively simple.

Sure anyone can slap up a feed. But is it the right feed? Are you delivering the right content? How wil poeple findit? What other content could you deliver? Could you customize this content and allow your visitors to choose what content they receive?

I was in the room with five other people – most of whom have a fairly good idea of what RSS is. They were pretty much blown away by the scope of what can be done when you implement a complete and well thought out RSS strategy.

There is a lot of work to be done to really get ROI from an enterprise RSS feed strategy, but it’s certainly well worth the effort.

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18th November 2005

My Yahoo giving impetus to enterprise RSS use

Internet marketers are saying It’s Vegas baby! but for a very different reason. The best minds in the industry are talking about how to take the gamble and risk out of your online marketing and branding – WebMasterWorld is on.

Jeremy Zawodny of Yahoo! spoke on the panel about RSS and commented on why it’s a sure bet.

“You should take the RSS story to heart,” he said. “All organizations should pay attention to this because you could think of RSS feeds as a text broadcast of the site’s content. ”

Greg Jarboe was also on this panel and used Bill French of Myst Technology’s classic remark about where the powe r of RSS really lies:

Don’t just create a feed – create one consumers can’t live without

RSS is a great content delivery vehicle – but it is all about the content. And it’s the best way for businesses to get their message out there. Readers love it and marketers should love it too.

Enterprise use of RSS is definitely an online strategy I’d put my money on.

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15th November 2005

RSS marketing becomes a news item

Fairchild Semiconductor sent out a press release announicng that they now offer RSS feeds on their website

Fairchild Semiconductor (NYSE: FCS – News) , the leading global supplier of products that optimize system power, today announced the availability of RSS feeds to immediately alert customers, investors and other individuals of news from the company.

“RSS is receiving widespread adoption as a way for online users to specify which companies, topics or products they want to receive breaking news from as it happens,” said Rick Whitcomb, senior manager Corporate Marketing.

RSS bring them closer to customers, says Whitcomb.

Now there’s a smart marketing man. Getting your news out faster and utilizing the power of RSS marketing is a very good idea.

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2nd November 2005

RSS – Are We there Yet?

Excellent article in Marketing Profs

Matt Blumberg lists the milestones he thinks we have to meet for RSS to hit the mainstream

25 million or more end users really using RSS

Be Really Simple to use -which it is not yet

We need better directories, search capabilities, feed customization, keyword feed aggregation, and the like, when every single Web site and individual has its own RSS feed.

RSS must work with other channels the same way email has come to work with direct mail, and banners have come to work with brand advertising, will be critical to its success as a content and media vehicle

It’s difficult to deliver relevant messages, whether content or advertising, to someone if you know nothing about the person and if you treat that person like everyone else on your list

But as Rok points out in his RSS Diary – personalization of feeds is already being done.

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