What is RSS?
RSS stands for Really Simple Syndication. It's an XML-based format for content distribution on the web, and it is used as a means of delivering regularly updated content to interested readers. Typical websites that might make use of RSS include news sites and blogs.
An RSS "feed" generally consists of summaries of new content published on a particular website. The summary is usually a collection of headlines with accompanying hyperlinks to the full article, allowing users to quickly pick out the most relevant information to them.
Users can sign up to get RSS feeds from various sites delivered directly to their desktop, browser or mobile device, once they have the correct application, or reader, in place to receive the feeds.
Why should I use it?
There are several benefits to signing up for RSS feeds. First of all, it eliminates the need to visit many different websites to catch up with news, as all the information is delivered to one place on your desktop, browser or phone, through the RSS reader (also known as an 'aggregator' or a 'feed reader').
RSS feeds allow you to read headlines and news items at your leisure, and make it easier to access only the content you are genuinely interested in. The RSS reader can also function as an archive of certain news feeds, allowing you to revisit topics in the future should you wish to do so, without having to search through pages and pages of archives to find the relevant articles.
How do I get it?
Start off by getting an RSS reader. You have a choice between a feed reader application for your computer, which you download and install, or a web-based feed reader that you can access online. Try Pluck (Windows-based) or Newsgator (web-based). Some versions of Outlook also have a built-in RSS reader.
Once you have chosen your feed reader software, you need to pick the RSS feeds that you want to access. Sites that offer RSS feeds often display a small icon with the acronyms RSS, XML, or RDF to indicate that a feed is available. For example, near the top of the eBusinessLive homepage is a small orange rectangle that links to the site's RSS feed page.
Adding feeds is quite simple. Each one has a specific URL, which can be added to your reader by either clicking on the RSS icon, cutting and pasting the URL into your reader, or dragging the URL into your aggregator. Once you have added the feeds to your reader, simply check in there as often as you like to see what new content has become available.
Should I add RSS to my website?
One way to regularly feature new content on your company's website is to add an RSS feed. This will display the latest headlines from a content provider, such as a news service or perhaps an industry blog, on your website.
There are a number of advantages to doing this. Providing RSS headlines for site visitors gives you the benefits of having fresh content without the hassle of having to produce that content yourself. It can help your site appear up-to-date for new visitors, and give existing users a reason to return. And the more repeat visitors you have, the better your web traffic stats will be.
How can I use RSS for marketing?
If, on the other hand, you are already producing original content for your own website - for example, company news and announcements - you may want to consider the benefits of creating your own RSS news feed that site visitors can add to their RSS reader.
Offering an RSS feed can sometimes be more useful as a marketing tool than, say, publishing an email newsletter. While you need to tread a careful line between getting your message across and bombarding clients with marketing missives, an RSS feed can keep interested parties regularly informed of relevant new content. And because site users have voluntarily signed up for your company news feed, there's a greater chance they will click through to your site to read the article. These 'higher quality' clicks could ultimately lead to more business.
RSS feeds can be added to your site by means of a small piece of code placed on your homepage. If you are familiar with HTML, the basic code for building webpages, chances are you will easily be able to create or add a feed. If not, there are plenty of resources on the web to help you get to grips with the technicalities, such as W3Schools or Wizard Creek Consulting.
In summary, companies can take advantage of the opportunities RSS presents to keep up-to-date, ensure their site stays current and remain uppermost in their customers' minds.
Useful links:
Web-based RSS readers:
Windows-based RSS readers: