My post on an analogy for RSS seemed to go down pretty well but it did raise some good questions from Ian Ross and Mark Evans about the value of RSS to the organization.
Here’s an edited portion of what I said to Ian:
In terms of PR potential, RSS could be as powerful as email. You’re having someone OPT-IN to receive more information about your product or service and, if you ask Seth Godin, that permission to interrupt your customer with new content is imperative in today’s “marketing as conversation” world. Many of my clients point to email programmes they run as being the main drivers of traffic to their Web sites. RSS can perform the same function.
Sure, there’s no “strategic” value in having RSS other than as a tactic to the overarching goal of connecting organizations to their customers/stakeholders. which I guess is pretty important…
But thinking about Mark’s request has gotten me thinking about the myriad ways marketers could use RSS both right now, and in the future:
- Delivery channel for newsletter content
- Advertising channel (i.e. buying ads through Feedburner/Google)
- Contextual advertising based on the feed’s content
- Sponsored items in feed
- Reward subscribers with special offers
- Dissemination of frequently updated information to a disparate work force
- Allow journalists to subscribe to news releases
- Personalised content based on prior interaction with content (a la email)
What other ways can you think of for marketers to use RSS?