Your RSS Marketing Strategy: Deciding How To Deliver Your RSS Content

Copyright 2006 Rok Hrastnik

You’re interested in RSS marketing, but there do not seem to be so many choices of how to do it or if I’ve only ever come across simple RSS feeds that just does not seem to be the approach you’re looking for.

The problem with most RSS marketing plans is that the seller does not really go beyond providing a simple RSS feed for all your online news or his blog. But since you’ve been reading this column for awhile you know for a fact that RSS offers so much more.

To begin the right way you need to correctly plan your RSS marketing strategy, starting by deciding how you are going to deliver RSS content.

The way forward, even if you’re just starting with a simple RSS strategy, is to provide individual RSS feeds:

-> Your individual target,
-> The different types of content and
-> With its themes of different content.

Think of this as a list consequtive how to develop your RSS strategy.

-> TARGET AUDIENCE Start by listing the recipients you want to deliver their content via RSS. Each of his audiences has different content needs, resulting in different groups of RSS feeds to be created for this target. A group of media, and the other for employees, another for the general public, and the other for existing customers and so on. You can even go further and teacher groups divided into sub-groups based on their dominant interests.

-> Content types now consider the different types of content you want to deliver to these audiences. For example the latest news, blog entries, your articles on procedures, its press releases, podcasts, the latest posts on your forums, direct communication messages and so on. In most cases this type of content do not get along together. If someone wants to receive blog updates, which are filled with views of the representatives of the company staff and comment, that do not want your business-speak press releases.

If anyone is interested in what’s happening in your forum and what the latest posts are, do not want to receive your articles on procedures to the same RSS feed, simply because these two types of content are very different. And so on. Essentially, you will need to provide separate feeds for each different content types, and will have to determine what type of content they want delivered to each of its target groups and subgroups.

-> CONTENT TOPICS Finally take a look at each individual content type for each individual target audience and break, in addition, that content item, if necessary. And if you’re trying to cover many different topics for each content type, you must provide different RSS feeds to these issues, because again, people interested in the topic A are not necessarily also interested in the subject B.

While this may seem complicated, it’s really simple once you start doing it.

The point is, this is to give your choice of what subscribers subscribe. Instead of forcing all to subscribe to them to subscribe to only what they want and need.

Very simple, right?

Just remember that you should only break it down into what makes sense, considering the actual content that your target audience wants from you.

Depending on your business, only you only have to reach a target audience, deliver only one content type and deliver only one content topic for that target audience.

Decide how you will deliver

THIS CONTENT
Once you have assigned to your RSS feed of waiting, you need to consider how you will publish this content to target audiences. This is especially important because it will influence the tools you need to start publishing RSS

One size fits all

RSS FEEDS
This is as normal as it gets — publishing one RSS feed to meet the needs of its target audiences at once or publishing RSS feeds on various topics, which are always the same. The easiest to do, he can do with any RSS publishing tool on the market …

PERSONALIZED

RSS FEEDS
The more and more complex than is obtained with the different channels you offer, the harder it is for your visitors to select exactly what they want, simply because an individual subscriber may be interested in 10 of its 100 channels, but he doesn I want to be subscribed to that feed on many of your business.

In this case the best way to go is to also provide visitors the opportunity to customize your RSS feed? to decide exactly what type of content and content topics they wish to receive one or more RSS feeds that will be subscribing to you.

The possibilities here are quite endless, as you can use to customize their feeds based on topics, content types, authors and more.

If this is the way you need to go because you are offering content on both through your RSS feeds which makes it difficult for anyone to subscribe to only one or a few channels for you, you will need an RSS publishing solution to support feed customization .

Search-based RSS FEEDS

RSS Search-based foods are a subset of customizable RSS feeds, and work as a search engine. writes on a particular keyword or keyword and combinations of search engine that gives you the most relevant or recent results from the combination of keywords.

You can do the same with RSS, which allows users to enter specific keywords in real-time content from you only based on keywords.

CUSTOM RSS FEEDS

Giving users the option to customize the content they are receiving from you is one thing, but actually some content may require to personalize the feed using your subscribers personal information.

The most basic variations used to lift response, is addressing your subscribers by name or use other customer data from its database, such as your address, previous purchases etc.

In other cases, a bank might want to deliver the information directly related to your bank account, directly via RSS, such as the last of its credit card transactions, and so on.

RSS Feeds

content targeting
Now imagine you want to create individualized campaigns to individual subscribers, based on information already in your database about their activities, demographics and so on, for example, to send a promotion for product A only to subscribers they may be more interested in the product A.

In this case you need an RSS solution that can take this data from your database and then segment your subscribers based on actual data.

RSS FEEDS AutoResponder

Since its introduction, e-mail autoresponders have become a relatively common Internet direct marketing tool, but have not really made its way into the world of public relations.

The concept is simple? some action by your visitors on your website triggers a sequence of email messages, delivered to the visitor, provided you have your email address for a period of several days.

direct marketers use this to communicate automatically with the prospect after a certain action, trying to get to do what they want.

The most common application is that it offers visitors a free report, delivered to them via email. After subscribing they start receiving consequtive parts of the day a report after a day or every few days, receiving new information as well as exposure to the advertiser’s advertisement.

Other applications include autoresponder messages in relation to transactions of e-mail:

-> Subscribe to a free newsletter by e-mail. The first autoresponder message thanks for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while still “hot as a leader,” will receive another e-mail, in relation to the subject newsletter, giving you more advice or information on the subject and try to achieve a sales conversion. And so on.

-> Complete an online store order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message contains more information on the product purchased. The third messages makes a special offer additional purchase. The message gives you some tips quarts extra large, and so on.

-> Start an online order, but not the end. The first message reminds you that there are still products in your shopping cart. The second message reminds you once again, providing greater inscentive to complete your order. And so on …

The possibilities are virtually endless, but you get the picture.

Now simply transform this concept in the field of RSS.

A person subscribes to your RSS feed. The first couple of content items, spread through the first week, serving as a series of welcome messages, access for new subscribers to its high content and inviting him to participate actively. His most recent updates are the channels through well, but his new subscriber will also receive additional treatment (content) in the same feed.

Now apply this to everything we’re doing with RSS, where it makes sense to follow up with additional information from new subscribers once they subscribe, of course, depending on the power issue and target audience.

Very few tools today offer RSS autoresponder capabilities, but some do.

In summary …

Think of your RSS publishing strategy and try to establish which of the models of publishing these your RSS publishing tool should support:

- RSS> oriented target topics or RSS – customizable RSS> RSS – RSS> RSS based search – Custom RSS> RSS – RSS> Feeds With Content Targeting – RSS Autoresponder> Feeds

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