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Your RSS Marketing Strategy: Deciding How To Deliver Your RSS Content

You're interested in RSS marketing, but there either seem to be so many options of how to do it or you've only ever come accross simple RSS feeds that just don't seem to be the approach you're looking for.

The problem with most RSS marketing plans is that the marketer doesn't really go beyond providing a simple RSS feed for all of his online news or his weblog . But since you've been reading this column for a while now you know for a fact that RSS offers so much more.

To get started the right way you need to correctly plan your RSS Marketing strategy, starting by deciding how you are going to deliver your RSS content.

The right way to go, even if you're only starting out with a simple RSS strategy, is to provide individual RSS feeds for:

--> your individual target audiences, --> your different types of content and --> even your different content topics.

Think of this as a consequtive list of how to develop your RSS strategy.

--> TARGET AUDIENCES Start by listing the target audiences you want to deliver your content to via RSS. Each of your audiences has different content needs, resulting in different groups of RSS feeds that need to be created for these target audiences. One group for the media, the other for your employees, the other for the general public, the other for your existing customers and so on. You can even go further and divide your master groups in sub-groups, based on their prevailing interests.

--> CONTENT TYPES Now consider the different types of content you want to deliver to these audiences. For example your latest news, your weblog posts, your how-to articles, your press releases, your podcasts, the latest posts from your forums, direct communications messages and so on. In most cases these types of content don't mix well together. If someone wants to receive your weblog updates, which are full of your company representatives' personal opinions and commentary, they don't want to receive your corporate-speak press releases.

If someone is interested in what's happening in your forum and what the latest forum posts are, they don't want to receive your how-to articles in the same RSS feed, simply because these two types of content are so much different. And so on. Essentially, you will need to provide separate feeds for each of the different content types, and you will need to determine what content types you wish to deliver to each of your target audience groups and sub-groups.

--> CONTENT TOPICS Finally take a look at each individual content type for each individual target audience and further break that down by content topic, if needed. And if you're trying to cover many different topics for each content type, you will need to provide different RSS feeds for these different topics, because, again, people interested in topic A are not neccessarily also interested in topic B.

While this may sound complicated, it's really simple once you start doing it.

The point is, this is about giving your subscribers choice of what they subscribe to. Instead of forcing them to subscribe to everything, allow them to subscribe to only what they want and need.

Quite simple, right?

Just remember that you should only break this down as far as it makes sense, keeping in mind the actual content that your target audiences want from you.

Depending on your business, you just might only need to communicate with one target audience, deliver only one content type and deliver only one content topic for that target audience.

DECIDE HOW YOU ARE GOING TO DELIVER THIS CONTENT

Once you have your RSS content mapped-out, you need to consider how you are going to make this content available to your target audiences. This is especially important since it's going to influence the tools you need to get started with RSS publishing

RSS art

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ONE-SIZE-FITS-ALL RSS FEEDS

This is about as standard as it gets --- publishing one RSS feed to meet the needs of all of your target audiences at once or publishing multiple topical RSS feeds, which always remain the same. The easiest to do, can be done with any RSS publishing tool on the market ...

CUSTOMIZABLE RSS FEEDS

The more and more complex you get with the different feeds you're offering, the more difficult it is for your visitors to select what exactly they want, simply because an individual subscriber might be interested in 10 of your 100 feeds, but he doesn't want to be subscribed to that many feeds by your company.

In this case the best way to go is to also offer your visitors the opportunity to customize your RSS feed à they decide exactly what content type and content topics they want to receive in one or a few RSS feeds they'll be subscribing from you.

The opportunities here are quite endless, as you can allow them to customize their feeds based on topics, content types, authors and more.

If this is the way you need to go because you are offering so much content via your RSS feeds that it makes it difficult for someone to subscribe to only one or a few feeds from you, you will need your RSS publishing solution to support feed customization.

SEARCH-BASED RSS FEEDS

Search-based RSS feeds are a subset of customizable RSS feeds, and they work just like a search engine. You type in a certain keyword or keyword combinations and the search engine gives you the most relevant or the latest results for that keyword combination.

You can do the same with RSS, allowing your visitors to enter specific keywords and then get the content from you only based on those keywords.

PERSONALIZED RSS FEEDS

Giving users the choice to customize the content they are receiving from you is one thing, but certain content may actually demand you to personalize the feed using your subscribers personal information.

The most basic variation, used to lift response, is addressing your subscribers by name or using other data about the customer from your database, such as his address, previous purchases etc.

In other cases a bank might want to deliver information directly relating to your bank account, directly via RSS, such as your latest credit card transactions, and so on.

Free RSS reader is able to display any RSS news feed
Click for more information

RSS FEEDS WITH CONTENT TARGETING

Now imagine that you want to create individualized campaigns to individual subscribers, based on the information you already have in your database about their activities, demographics and so on, for example to send a promotion for product A only to those subscribers that might be most interested in product A.

In this case you will need an RSS solution that can pull this data from your database and then segment your subscribers based on the actual data.

AUTORESPONDER RSS FEEDS

Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.

The concept is simple à a certain action by your visitors on your web site triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.

Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.

The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.

Other applications include autoresponder messages in relation to transactional e-mail:

--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.

--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message gives you some great additional tips, and so on.

--> Start an online order, but don't finish it. The first message reminds you that there are still products in your shopping cart. The second message reminds you again, giving you added inscentive to complete the order. And so on ...

The opportunities are practically limitless, but you get the picture.

Now simply transform this concept into the realm of RSS.

Someone subscribes to your RSS feed. The first couple of content items, spread-out through the first week, serve as a series of welcome messages giving the new subscriber access to your top content and inviting him to actively participate. Your latest feed updates come through as well, but your new subscriber also gets the extra treatment (content) in the same feed.

And now apply this to anything you're doing with RSS, where it makes sense to follow-up with additional information to your new subscribers once they subscribe, of course depending on the feed topic and target audience.

Very few RSS tools today offer autoresponder capabilities, but some do.

TO RECAP...

Think of your RSS publishing strategy and try to establish which of the these publishing models your RSS publishing tool should support:

--> Topical or Target Audience Oriented RSS Feeds --> Customizable RSS Feeds --> Search-Based RSS Feeds --> Personalized RSS Feeds --> RSS Feeds With Content Targeting --> Autoresponder RSS Feeds

Related: Xml Publishing - Xml Files

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Creating multiple content web sites that make money with Google Adsense!

Is it Possible for Me to Have More Than One Site For My Google Adsense Account?

Yes. The more sites you have displaying Google Adsense ads the more money you will make with your sites. You don't even have to notify Google of the new sites. A useful tool is to create a Google Adsense 'channel' so you can track ad impressions and what sites and adsense placements are making the money.

Login to your Google Adsense account and create ads that match the colour schemes of your web site. Then, simply copy and paste the adsense code into different parts of your web site. The adsense code will detect your sites keywords and page content to display relevant web site links.

You can have upto 3 ads on each page. Its a good idea to add a Google Adsense Search box to your sites as well. This is a great way to make money as you can get multiple clicks with one search! Once again use the 'channels' feature so you know where the clicks are coming from.

When creating new sites with adsense make sure it conforms with the Google Adsense Program Policies. If your account gets terminated for any reason, you would not be able to display the Google Adsense ads and would make no money.

To further expose your web site to search engines you'll want to create an .xml Sitemap file that includes a list of all pages within your wesite. This web site provides a simply solution for creating a sitemap www.sitemapspal.com. Create and upload this file into your web sites root directory. This enables Google's webcrawler to detect and index all of your pages!

Is it Beneficial to Buy Google Adsense "Secrets" E-books and Reports?

The fact is Google Adsense will tell you everything you need to know for free. They have a support site that covers virtually everything you would need to know about the program and experience will teach you the rest, although there are some interesting books on amazon.com.

As with any money-making venture, there are pitfalls, pros and cons and some outright cons. Google Adsense has become very popular so it's no surprise there is a wealth of information for sale.

There are a lot of people out there in cyberspace who will gladly answer your questions for free and there are many forums where you can post questions. You can even email the Google Adsense Support Staff if you have questions that their Support Site doesn't answer.

Experience will probably be your best teacher anyway. And the good news is the Google Adsense program makes that experience painless in that you have nothing to lose. So just take a chance on yourself for now. Learn everything you can to maximize your earning potential.

Lookout for 'Google Adsense Firesale' which is a package of 40 web sites that are specially designed for search engines and for Google Adsense, Amazon.com and Clickbank revenue. Simply insert you affiliate ID and start making money online today!

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Web Writing's Evolution: The Web Content Market for Writers

When It All Began: The First Web Writings

While there weren't many online writers in the formative years of the web, if you were around then, you know what it was like. What I remember most about the web back then (the Al Gore days?) was the plain text, 10-point courier font that was consistent with 90% of the web sites I encountered. Searching the web was a pain, but reading the web on-screen was impossible. By the end of the day I was completely nuts and half-blind. I would print out what looked to be a thousand pages of text and take it home to read and highlight. Even on paper, the font caused my eyes to be squinty and my head to ache. I probably drank two liters of coffee a day to keep my eyes moving across the page. The next day I would return to the school computer and begin again. The web was a pain, but it was still a fascinating source of information that was free and at my fingertips.

A year or two later, web design evolved into flashing text and moving GIF's that danced across the page. Words were scarce, and oftentimes, filled with unbelievable claims and brazen, nothing's-too-wild hype. There are still a few of these sites up on the web today, but consumers shy far away from them when it comes to online shopping. Thank you, Jakob Neilson! While Jakob didn't change the writing itself, really, he DID change the way it was displayed and warned that blatant commercialism sent customers running for cover. Because of his research (available at useit.com) millions of web sites changed the way they did business, and learned about relationship building and credibility building. Web designers and writers began to learn and understand the nature of the web and the process of converting web site visitors into loyal readers. Web text became readable, scannable, and interesting. By 1998, I was using the web on a regular basis again. While I still encountered many ugly, unreadable web sites, I discovered a few gems and I was hooked on the "free information" movement again.

Web Writing Markets Today

Between web designers and web writers, the web has evolved into a medium that is not only scannable, but also readable. Thousands of web sites hire content writers to create interesting, compelling, emotional content for their customers. While it is true that online business has lulled, the truth is that online content is here to stay. As you may know from a statistics class, there is really no way that 100% of online businesses will crash and burn. For every web site that is on the web today, there will be two online tomorrow. Web business moves at a quick pace; but as one dot-com crashes and burns, another is submitting their press release to online venues around the world.

Understanding the web writing markets is crucial to success for online writers. Many writers get frustrated because they can't find work or don't know where to start. An understanding of the term "content" is a good start to understanding the companies that need content.

Online content today consists of: *Web sales copy *Filler *Articles *Online tutorials *Online user manuals *Newsletter writing *Online press releases *Online journalism *Flash movie scripts *Online game scripts *Online ads

Because the web is evolving so quickly, the type of content a web site needs depends on their purpose or goal. Web sales copy, of course, is meant to produce sales. But if a web site has sales copy alone, their users may get turned off. How do they level out the hype? They hire writers to write objective content such as articles and filler. Websites also understand the importance of interactivity; interactive elements allow readers and customers to get involved. Surveys and "talk back" features help establish a relationship with web site visitors. In addition to these elements, web site also have the goal of establishing an ongoing relationship with their users. Newsletters and discussion lists provide a quick reminder and a steady outreach to a web site's target audience. Freelance writers create email content to fulfill this goal.

So, how big is the online content market?

"Huge!" says Rachel McAlpine, founder of the Quality Web Content Club, (http://www.webpagecontent.com) "Creating and maintaining web sites is a team job that requires many areas of expertise." "My most successful work so far is a horoscope column, believe it or not," says Brandi Jasmine, a freelance writer and digital photographer. (http://www.brandijasmine.com) Does she think there is enough work to go around? "I do, definitely. Actually I think that the `dot.bomb' has helped freelancers. I have had no trouble getting freelance work, it's the `full time jobs' that seem thin, few and far between. Portals and online publications are looking more to outsourcing and syndicated material as things get tight."

Looking Ahead - The Future of Web Writing Markets

Can you image the web without decent writers? When I think of a web without professional writers, I often think of my well-meaning friends and neighbors who have often showed me their love poems and essays, eagerly asking me, "How much money can I get when I publish this?"

I try to imagine my old boss writing an online newsletter or my father writing sales copy. (Which could happen; Dad's an engineer and the old boss a CEO --but I doubt you would want to read it ;-) I think back to the days where term papers and transcripts were the "free information" on the web.

Whatever the future of content is, I know that the "free information" of the olden days was free for a reason. The content writing of today pays well, and the content of tomorrow is promising. As the web matures, the duties of writers expand and solidify. There is a reason that a web site's writing doesn't work or a newsletter can't get any subscribers. This is where the online content writer comes in. We're the ones who will make it work.

"Web content writers need to know where we fit in, and make sure we have expertise in our own field. In the end, all you need is three or four big clients," Rachel McAlpine says.

So, are you ready to go out and seek them?

Melissa Brewer is a full-time freelance writer and author of The Writer's Online Survival Guide, available at http://www.webwritingbuzz.com. She hosts a web site for professional freelance writers and she publishes a free weekly newsletter, The Web Writing Buzz, featuring articles on freelancing, writing jobs and publishing news from around the web.

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