What Is RSS?
RSS (Rich Site Summary, initially Really Simple Syndication) is a relatively new technological advancement used by creative marketers as a format for syndicating news and the content of news-like sites. E-mail spam has ignited RSS adoption because RSS is 100% opt-in. With the use of RSS, marketers are feeding readers everything from special offers to product promotions without risking a trip to the junk-mail folder.

What Does an RSS Feed Contain?
RSS feeds are not only for disseminating news, but anything that can be broken down into separate items can be syndicated through RSS. This information may include:

• Recently changed pages of your website
• Technical support updates
• Product news
• Company announcements

An RSS feed contains a list of items identified by a link. When the user clicks on the link, the data associated with it will appear, conveying your company’s message to the viewer. RSS feeds typically include a title for the link as well as a description of the content. When compiling your RSS feed, it is important to use an eye-catching and interesting description of the full content. This will gain greater attention and will encourage your readers to click through to view the full article and subscribe to your feed.

How Do People Read RSS?
Essentially, RSS users download a program that accepts information from web sites that provide a “feed.” The feed is displayed as a headline along with a short summary and a link to the web page where the content is located. Feeds can be displayed in web browsers or, similar to some e-mail programs, in a small box on the corner of the user’s desktop. Since RSS is opt-in only, those who subscribe to your RSS feed are interested in what your company has to offer; therefore, it is a great marketing tool to inform prospects of the latest technologies and newest products or services you have to offer.

How Can My Company Develop an RSS Feed?

• First, decide what information to syndicate as an RSS feed; company news,
      product announcements and articles make compelling RSS content.
• Next, you need to prepare an XML file. For a sample, go to www.usatoday.com,
      click on “Add USAToday.com RSS feeds” at the bottom of the page and then click on
      one of the topic links.
• To get RSS aggregators to pick up your feeds you must submit your site to
      search engines such as Google or Yahoo.
• For a detailed overview on creating an RSS feed and an XML file visit:
      searchenginewatch.com
• Or call us and we’ll do it for you!

Why Should My Company Use RSS?
RSS feeds keep your audience constantly updated and allow users to view your content without having to go to your website. This may sound like a bad idea. However, in today’s fast paced world, anything that saves people time and frustration is much appreciated. There are many websites to which people intend to return, but often forget about, even those that are bookmarked. With an RSS feed, the content comes directly to them, meaning that your company can be more confident about successfully getting its message to its intended receiver. RSS is not only used as an information tool, but a way to reach prospective customers as well.

Many sophisticated content providers are already utilizing RSS feeds to promote their products or services to the public. RSS should be adopted by companies not only to increase the flow of information to their customers, but to reach potential customers. Companies wishing to be remembered as developers of advanced technology should make use of RSS. Adapting to the most advanced, yet simple way of receiving news and announcements, allows potential customers to see that your company is on the cutting edge of technology.

Articles, Online Marketing Marketing