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22nd November 2008

RSS as a BtoB Marketing Tool

Seventy percent of BtoB technology marketers are not using RSS Feeds. A recent study of 300 websites showed that only 3 out of 10 have feeds and of those a mere 10 percent offer more than one feed so that their visitors can choose targeted information updates.

According to Marketing Sherpa and Knowledge Storm 71% of technology buyers assign value to their RSS use.

“RSS offers B2B technology marketing and PR professionals a golden opportunity to establish ongoing relationships with their target audiences and become a trusted source of valuable information on topics buyers care about most,” stated Kim Cornwall Malseed, Principal, MarCom Ink. “Our survey revealed that although 30% of companies are providing RSS, only 10% have multiple targeted feeds enabling visitors to choose from a variety of topics to subscribe to, so almost all of the companies surveyed could benefit from developing an effective RSS strategy.”

I couldn’t have said it better myself.  I come across many feeds on BtoC and BtoB sites that obviously have no strategy behind them.

In this economy every marketing action has to be goal oriented and show results.  A content strategy based on feeds and syndication is very effective – if it’s done right.

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