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2nd September 2006

RSS Strategy

Author and marketing guru Seth Godin makes a good point about whyRSS is a necessary addition to your marketing strategy :

“…The local newspaper never had to worry about an attention lottery–everyone in town read the paper. Today, because it’s become molecuralized, our attention flits around, shuffled by one automated (or handbuilt) editor or another. The only win I see in the long run is for the winner of today’s attention lottery to earn a subscription (an RSS feed or an email sign up or a podcast subscription) that gives them a chance to be noticed tomorrow as well. Depending on the magic of shuffle for your success is too painful and too unpredictable.”

Alan Morrison , who covers technology and related industry trends as an analyst and editor for the Tech Center at PricewaterhouseCoopers , agrees and offers this advice:

…It would seem that what content providers–anyone who publishes, really–need is a Web 2.0 content strategy centered around encouraging subscription growth generally–including at a minimum RSS feeds, newsletter registrations and podcast subscriptions. It’s likely much content is escaping customers’ attention, more than what otherwise would be the case even, because the content’s not optimized for subscription.

Read his strategy outline.

Just with any other marketing activity – offline or online – you need an RSS strategy to be successful.

RSS strategy, rss feeds, content syndication

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2nd September 2006

RSS feeds are a new web medium

In a recent interview in Business 2.0, the CEO of FeedBurner, Dick Costello, said that like the Web 10 years ago, feeds have reached a tipping point.

“You can’t stop this train,” he told them. “Content is going to be syndicated and consumed all over the place. Your job is to figure out how to turn that into an opportunity.”

So where are the opportunities?

  • Adding RSS feeds to your news content allows you to deliver a constant stream of content to your subcribers
  • Syndicating your content makes it available to a much wider audience
  • you know you will reach the audience – RSS has 100% guaranteed delivery of the content
  • RSS is a brand-new medium, as distinct from the Web as the Web is from newspapers, radio, and TV, says Business 2.0. To take advantage of this new medium, you need to create and publish RSS feeds. Content syndication is what this new medium is all about.

    As Costello says, you can’t stop this train. Are you on board yet?

    content syndication, RSS feeds

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