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RSS Marketing Toolbox ResourcesResult(s): 1 - 10 of 21
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If you are going to be publishing RSS feeds on your site or out there in the universe, you should know and understand the
RSS tools available to your subscribers. Bloglines is an example of a "second-generation" RSS reader, which slices
and dices and... actually it's a Web-based, multi-purpose tool that allow users to search for, subscribe to, create and share
RSS feeds, blogs, social media and rich Web content.
This "smart tool" will review your stored subscriptions and suggest new ones based upon your preferences. It
notifies you when new articles have arrived. It enables you to clip and save information from feeds into customized folders
for future reference. It also allows you to compile or "mix" from a variety of RSS feeds and publish your customized
creation to your own website.
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This site is a treasure trove of featured deals, and includes the option to sign on for a harvest of online coupons delivered to you via RSS from participating merchants like Dell, Blockbuster, Amazon, Overstock and more. Having the coupons delivered by RSS feed ensures that they are up-to-date and easily accessible, instead of accumulating in a drawer until they're out of date. On the site there's also a price comparison area, rebate section, reviews and discussion forums where true bargain hunters share shopping information.
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Should you wish to discuss any aspect of RSS with your peers, you may do so at the well-trafficked Digital Point XML/RSS
forum. At the time of writing, topics included tracking and measuring RSS, getting more subscribers and generating RSS from
HTML pages, in addition to deeply techie discussions. This forum has been in existence since 2005, so before you jump into
the fray you might want to do a little research to see if a discussion exists already on your topic. And it's also a great
place to introduce a new topic and get help or opinions from hundreds (or even thousands) of your newest RSS friends.
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Feedburner (an aquisition of Google) is a one-stop create-your-own-RSS program provider. They also offer CPM-based
advertising on the blogs and within the RSS feeds of their content partners, which include Gawker Media, John Battelle's
Search Blog, Search Engine Roundtable, Glam Media, Generation MP3, Instapundit and more. Advertising opportunities are
divided into "networks" (participating publishing networks) or "channels" (hundreds of smaller feeds
divided into topic-specific or demographic bundles). This includes inventory from smaller publishers, who are invited to
join.
At the site you will find a plethora of information, including samples and demographics by content channel. The business
channel subscriber is, btw, 87.9% male, 25-34 years old, sans children and 21.6% have an income of $250K plus. Advertisers
have access to both managed services and a self-serve option. Participating advertisers include Allstate, Best Buy, Blackberry,
Geico, Mastercard, Oracle and Verizon.
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There are two kinds of RSS feeds: 1) There are RSS feeds that go from you directly to the end reader; and 2) There are site-to-site RSS feeds that go from you to correspondent websites that feature your fed content to their audience. Feedroll is a no-cost service for syndicating popular RSS news feeds on your website or blog. For companies, Feedroll Pro tracks your syndication by tracking the number of impressions for each of your news feeds and tracking the number of clicks by domain and page for each feed. After reviewing the clickthrough ratio for all your feeds, you'll know which headlines are attracting visitors to your site and be able to adjust your syndicated content to meet your market requirements.
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When used correctly by a content provider, RSS is an excellent way for the provider to get in front of new prospects for content offerings, both paid and unpaid. For example, Forrester, the heavyweight technology research firm, is encouraging clients to subscribe to Forrester content via RSS feeds. In addition, Forrester has published research reports on RSS, including "RSS 101 for Marketers", which explains the implications of RSS adoption; and "Using RSS as a Marketing Tool", which outlines why marketers should experiment with RSS. In Forrester's opinion, "The combination of reduced email marketing effectiveness and growing consumer advertising backlash drives marketers to test RSS - from creating their own feeds to putting ads into RSS feeds themselves."
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If you haven't experienced RSS yet, the quickest way to do so is with the Google Reader. After arriving at this site, you can get an idea of how this medium works in about a minute. If you need to create a Google account, it only requires entering your email and choosing a password. Then, it only takes a couple steps to get going with the Google Reader. First, search for the content keyword you are interested in - for instance, "news". A list of available content feeds is returned, just like a regular search.
Select the feeds you want to subscribe to, go back to your account page and voila, there are news feeds from the BBC, CNN, Google News, and any other feed you've chosen. Once you see how easy this is, then you may want to go to Yahoo! and set up a personal home page with all the RSS feeds your heart desires.
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Indeed.com is a search engine for job seekers. It consolidates all the job listings from major job boards, newspapers, associations and company career pages so you can search for jobs by industry, keyword and/or location in one convenient location. Once you've run a job search, you can save it to My Yahoo's RSS feed (just click the RSS button, then the My Yahoo! button on the job results search page) or any other RSS feeder. New jobs matching your search criteria will then be automatically delivered to you via RSS - a quick and easy way to stay on top of your search without the requirement to visit the site everyday.
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John Lawlor, an Internet marketing consultant with a curiosity and passion for future marketing trends, offers a very interesting, informative, no-cost white paper on his site that discusses the marketing importance of RSS. "The Business Case for RSS" is a must-read for marketers seeking the "ultimate permission marketing model". Why? Because it's an easy way to deliver content that the user chooses to receive, anonymously, without giving up an email address. This eliminates overstuffed email boxes and the sp*m issue. The caveat for the marketer is that you have to keep your content, news, product information and other offerings up-to-date or the user can - and will - remove your RSS feed in two seconds flat. For ideas on how to harness this marketing vehicle, read this paper.
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Nooked has developed RSS feeds for thousands of PR agencies and client companies, and is well-regarded online service for publishing, measuring and tracking corporate news RSS feeds. It is also an excellent central source to find corporate RSS feeds, whether or not the corporation is a Nooked client - think of it as a directory for RSS corporate communications. If you have an RSS feed, you can submit it to Nooked from the home page. If you want to publish RSS feeds yourself, the Nooked wizard walks you through the steps of creating an RSS campaign, publishing the information and tracking the campaign results online. The content of your RSS feeds is also distributed to other news sites such as Yahoo and Moreover.com as part of the service. The pricing for this service ranges from no cost (for 5 feeds) to unlimited feeds for $89.99/year(US). The pro version, which includes a unique subscriber URL, costs $169.99/year. There's also an enterprise FeedWizard that starts at $149/month.
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