Categories: Articles

How To Deal With RSS

I just finished reading a Media Post article, Online News Sites Struggle With RSS Challenge, by Gavin O’Malley. The crux of it? News sites are having a hard time dealing with the speed in which people are now able to receive news and information. I Blog it, you get it (if you have an RSS feed). This concept is leaving people like The Los Angeles Times struggling to figure out exactly how to implicate the technology to stay “ahead of the curve.”
The article has some interesting information on things you need to know about this new wave of publishing. I particularly like the quote: “Advertisers are coming to us will a lot of questions about RSS,” said Gene McKenna, vice president of product management at Digital Impact, which manages the marketing campaign for the likes of HP, Gap, and Marriott. “I think it’s still early yet, but we encourage advertisers to be forward-thinking and position themselves accordingly.”
Keep encouraging those clients because their competition has already either figured it out or experimenting with it.
The real challenge with RSS is identifying who can make the communications have true value (delivering great content) and who the users are that want it (they’ll not only grab the feed but tell everyone they know about it).
RSS is about quick publishing and immediate syndication. Publishing is about advertising dollars only if the content has “legs” and the readers demand it… faster than ever before.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.