What is RSS?
Really Simple Syndication is the technology built in to blogs and news sites to notify you of new posts, articles and updates. You can get these updates on a Web page, in your email inbox, with a special news reader or on your PDA. This is a channel that makes it easy for the user to subscribe to get content, easy for the publisher to provide content, does not involve e-mail and so sidesteps spam and spam filters.
Actually the RSS feed provides web content or summaries of web content together with links to the full versions of the content. If you really want to, you can learn about the full specification of RSS, and the alternate and previous versions of the acronym. The important bit is that it delivers the information as an XML file that is then read and interpreted by the News reader of your choice. This could be web based, installed on your PC, a folder in your e-mail client, or an area on your home page.
Why do I need RSS as a blog reader?
RSS brings the content to you as soon as it’s published, rather than you having to go and check the blog or news site, or read a newsletter. The interface and tools in RSS newsreaders help you make the process of monitoring a large number of different blogs manageable. If you are interested in more than a couple of blogs, you need help to get organised, so pick an RSS reader approach and get subscribing.
Why do I need RSS as a blog publisher?
RSS permits instant distribution of content updates to your readers and consumers. You can make it as easy as one click on a button for your visitors to subscribe to your blog. Then they get your new content placed in their reader as soon as you hit the post button. In a complex world with enormous content opportunities, you need to make use of this technology to compete.
Which RSS Reader?
There are a wealth of options which include:
Web based newsreaders like Bloglines, NewsGator or Google Reader. All of these are free, and all do a good job.
Desktop newsreaders like FeedDemon on PC or NetNewsWire on Mac.
Combining RSS feeds with your e-mail client, by using Microsoft Outlook or Mozilla Thunderbird.
Adding them on to your home page with My Yahoo!, Google etc.
Getting the feed to your BlackBerry, Palm, Pocket PC or even your iPod.
I found this directory of dozens of different options covering all of these platforms. I decided on taking the web based approach, and had a tough time deciding between Google Reader and Bloglines. Bloglines has won for the moment.
How can I publish my own RSS feed?
Most blogging platforms like WordPress or TypePad have the facility already. Blogger produces an Atom feed, which is an alternative to RSS, but you can add an RSS feed using something called Feedburner, which is a useful service in any case. With Feedburner, you simply register for the free service and follow the instructions for your particular platform.
With your platform’s RSS feed (which is usually something like http://www.yourblog.com/feed) or the FeedBurner feed, you need to make it easy for people to subscribe. You can do this by adding a one click button. All of the services have easy instructions to generate the HTML code, and you simply have to slot it in to the right place on your blog template. I would recommend you do this for all of the popular platforms. Follow these links to add buttons for Bloglines, NewsGator, My Yahoo and Google Reader. As well as these specific buttons, there is an emerging standard RSS button that has been adopted by both Firefox and IE. You should have one of your feeds use this button - you can download it and find out more at Feed Icons.
RSS resources
Here are some extra links and resources:
The BBC’s really simple feedfactory guide to RSS
RSS 101 Screencast by Alex Barnett
RSS 101 for Marketers (Forrester report, July 2005)
The Business Case for RSS
RSS Marketing blog by Rok Hrastnik
Seth Godin on What Is RSS?
Round-up of RSS studies & charts from MarketingSherpa
Note: this page inspired by Debbie Weil’s Blogging 101, Podcasting 101, RSS 101 for Marketers
