MARKETING AND SALES STRATEGIES

Really Simple Marketing: The importance of RSS feeds in your online media room

Smart organizations are using RSS (Really Simple Syndication) to easily update prospects, customers, investors, and the media, but too few organizations are using this really simple marketing technique for sharing valuable information.

Because they are essentially subscription mechanisms to regularly updated content, many organizations have the RSS subscription page as part of the online media room and use it as a primary way to deliver news release content. RSS feeds are great when offered as part of online media rooms; this pushes content directly to the media (and other interested people).

Companies such as Microsoft and IBM syndicate information via RSS feeds to reach specific external audiences such as the media, Wall Street analysts, customers, partners, distributors, and resellers. Intel offers a suite of feeds that includes Intel Products, Intel Press Room, Intel Investor Relations, Software at Intel, Networking and Communications, Intel Reseller Center, and IT@Intel. It also offers country-specific RSS feeds from Brazil, China, France, Germany, Italy, Japan, Russia, and others.

How cool is it that interested people subscribe to just-right corporate information from Intel in the same way that they subscribe to media feeds from major newspaper and magazine sites and those of independent bloggers? This is just another example of how the main currency of online marketing is excellent content delivered in the way that people demand.

The online media room is a place where many people congregate, not just journalists. It is one place on your organization’s Web site that you can control, without interference, approval processes, and IT support, so it presents a terrific opportunity for marketing and PR people to get content out into the marketplace. On the Web, success equals content. And one of the easiest ways to get content into the market is via an online media room with RSS feeds.

David Meerman Scott

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