RSS stands for ‘Really Simple Syndication’ (or Rich Site Summary) and is a relatively easy and free way to communicate updates to your (or your client’s) website. Users can subscribe free to one or more ‘feeds’ which send a headline and a short summary of articles that have been recently added or updated on any given website.
RSS is not a widely used (or known) term just yet, but techno savvy web developers and consumers are using RSS more and more. RSS is probably the most reliable (and quickest) online method by which to deliver content. It can improve search engine rankings, reach new audiences through syndication, is an easier and less expensive communication tool than email, enhance email marketing campaigns, generate media coverage and develop online conversations. If you are considering jumping on the RSS bandwagon, you should consider the following tips to ensure that your feed stands out from the crowd.
Any marketing activity should begin with research; gaining a thorough understanding of how the chosen marketing medium works is essential. It is extremely difficult to fully understand how something works (particularly when it comes to constantly changing technology) without having actually used it. So, first of all, pick an RSS aggregator (the most popular are My Yahoo!, Bloglines and Firefox and) and subscribe to some feeds. You will very quickly pick up which feeds work and why, and similarly, what should be avoided.
You should always include specific key words in your feed’s channel title and description. As with any website search, users generally search for feeds using key words or phrases. If you have specific, descriptive key words in your feed, it will be more easily found and you will end up with a much better (and extensive) subscriber list.
Always include the date a feed item was published, even if the content is not date specific. This will help your subscribers to determine when the content was published – there is nothing worse than reading an RSS feed that you think is up-to-date, only to find it was created months (or even years) ago.
Don’t create splogs. Splogs or ‘spam blogs’ are generally characterised as a blog that is generated by a machine (rather than a human being). They increase visibility (through a higher search engine ranking) of another website that the splogger is trying to promote. Splogs jam search engines, making it difficult to find RSS feeds with real, specific content. Make sure you write and post the content for your RSS feed, don’t set up an automated system. It won’t help build trust in your brand.
Don’t violate copyright by republishing the content of another company’s feed without permission. If you quote another RSS feed, always reference the original source and provide a link to the article. If you are approached by another company that wants to republish your RSS, then say yes (and say it loud and clear!). Allowing third parties to use your RSS feed and broadcast your news on their homepage will work to your advantage. Your news will reach a new, broader market this way. A bigger market means more potential customers and better return on investment.
Don’t provide multiple feed formats with the exact same content. As far as the subscriber (or potential customer) is concerned, the type of RSS used by any brand, website or company is irrelevant. Multiple versions of the same feed cause confusion and annoy users with their repetition. Choose one version, provide a single feed and stick with it.
Promote your RSS feed. You can do this quite easily yourself. The best way is through an RSS presentation page. A feed presentation page should explain what RSS is as well as its benefits, recommend a free RSS aggregator, explain the benefits of your feed to users (or potential customers) and include an online form for users to complete to subscribe to your RSS feed.
You should also promote your feeds through any and all available external channels. Submit your feeds to search engines, ping RSS aggregator sites every time content is updated online content and give permission to users and other websites to syndicate your feed on other websites.
RSS is a one-stop-shop for consumption of online content. It does away with the need to visit several websites each day just to check what might have been updated. Breaking news is received as it becomes available. It gives users complete control over content consumption; they can unsubscribe at any time. RSS makes sure that users receive the content and updates they want, minus all the spam. Like any other communication tool, with some planning and careful integration into your existing marketing program, feeds can generate real brand boosting benefits.
Sally has worked in marketing, communications, and PR for over 15 years. She is the Chief Wordsmith at Wordly: a copywriting and content marketing agency that works predominantly with WordPress powered websites.
