Syndication RSS and Public Relations PR and Online Brand Perception
October 29th 2005
RSS Bandit News
been called the most powerful idea in business, yet few companies
consciously take control of their brand and create it. Your brand is
formed by the visual, emotional, rational, and cultural image associated
with your company or product. Now that so many people are reading news
and researching products and services online, their first point of
contact with your brand is most likely to be online.
Brand perception online has been linked to search engine visibility.
Studies such as the IAB research shows that searchers regard companies
that are placed on page one in the search engines as the major players
in the field.
RSS (Really Simple Syndication)
technology that allows you to share your headlines and other web
content. Think of it as a distributable "What's New" for your site. RSS
leverages the Web's most valuable asset, content. It makes it easy to
display high-quality relevant news on your site, and syndicate this news
You can use an RSS
feed for a variety of content – product news, press releases, technical
articles. The list is endless.
The number of
people reading RSS feeds is growing by leaps and bounds. Feed Burner
reports that subscriptions to the feeds they manage are growing by one
percent a day. And the people reading feds are the ones you want to
reach – they’re opinion leaders and early adopters.
RSS is the perfect
way to meet the needs expressed by consumers in the recent Ponemon
Institute study. Over 80 percent of respondents said they want to be
updated on news and offers from companies if it is relevant to them
and 64 percent said they’d trust the marketer more if they were in
control of how the message was delivered to them.
Spam pollution has
made delivering your message via email a challenge. The world is fast
moving from a push-based information delivery (where you send
information via emails) to a pull-based information delivery (where the
subscriber accesses your information as and when he/she wants it.)
RSS news feeds
offer your visitors a way to get relevant information in a way they
control. They can subscribe anonymously and judge whether your content
is relevant to them. They can unsubscribe at will, without any problems
and delays. There's no spam. No lost deliveries.
RSS feeds give you
an edge over your competitors who are slow in adopting this hot new
technology. We've all book marked hundreds of websites – and then
forgotten to go back to them. With an RSS feed every time new content
goes up on your site, visitors who have subscribed to the feed are
alerted and enticed back to the site to read the new content.
Your Search Visibility
The purpose of a
feed is to deliver content and news to your public. So by its very
nature a feed has constantly updated content. It’s focused on a narrow
subject matter (your business/industry) so it tends to be keyword rich.
This gets the attention of the search engines and they index your feed
more often. When your feed is picked up and used by other sites it
creates links back to your site, which also increases your
search engine visibility.
By writing news
update about your business/cause/idea/industry for your feed you
naturally generate a wide array of keywords and phrases about that
subject. The search engines index these keywords in your feed and
within a few months you’ll find you’re getting page-one search results
on many terms relevant to your business.
generally do a series of searches, narrowing down their focus on
keywords as they go. If your website shows up on page one in every
search they do it builds brand awareness and value.
Communications, Limited is a privately held company in the business
telephony space. In August 2004, when Voice over Internet Protocol
(VoIP) phones became such a hot item, BTI was faced with new competitors
with deep marketing budgets. They had no online visibility at all and
had to make their presence known fast on a tight budget.
BTI started a blog
called VOIP Insights,
http://blog/btigroup.com using the Myst Technologies Blogsite
platform. One of the features of this platform is that it utilizes RSS
feeds to the hilt. Here are just some of the page-one positions BTI now
has in Google. As a result the traffic to their corporate website is up
by over 70 percent.
Voip vs traditional phone system
VoIP solution provider
VoIP small business
VoIP phone equipment
VoIP Small Business costs
like these depend to a large degree on making your feed known. PRESSfeed
has a great list of sites where you should register your feed
The BTI RSS feed
on Voice Over IP for Small Business was picked up by an Hispanic website
about VoIP. A reporter from Hispanic Business Magazine, looking for
information for an article, saw this feed and called BTI for an
BTI did not even
know there was a magazine called Hispanic Business, let alone that they
were doing an article on VoIP for small business. That’s the power of
one of the most popular tech sites on the Web today, used to distribute
more than 400.000 e-mail newsletters weekly,” says Rok Hrastnik, author
Unleash the Marketing Power of RSS and editor of
”Today, they have
5 times more RSS
subscribers than e-mail subscribers and their
clickthrough rates (the % of people that clicked on a
link in the message received) are
than their e-mail clickthrough rates, which means that now
actually read their content and respond to it.”
Success in online
marketing depends on being found in the search engines, getting
qualified traffic to your site, marketing to the visitors who have been
to your site, delivering relevant messages to them in a way they can
control to build trust and relationships.
RSS feeds do it
Sally is a Marketing Specialist
Keywords and misspellings: sindication reely