What is RSS?
RSS (Really Simple Syndication) is a way for websites and blogs to share their content. It allows users to “subscribe” to websites and get notifications when new content is published. Instead of constantly checking sites for updates, readers can have new posts delivered directly to their RSS feed reader. This allows them to efficiently stay up-to-date on all their favorite sites and blogs.
For websites and blogs, RSS provides a way to reach readers directly, rather than relying on search engines and social media. It helps build a loyal audience that keeps coming back for new content. Overall, RSS improves communication between websites and their target audience.
How do RSS feeds work?
Websites publish an RSS feed, which is a special file formatted in XML (a markup language). This file contains metadata about the site’s new posts, including the title, publication date, author, summary, and link to the full article.
Users can subscribe to a site’s feed using an RSS reader or aggregator app. Popular options include Feedly, Inoreader, NewsBlur, and The Old Reader. RSS readers will regularly check the site’s feed for new content and pull in any updates.
Whenever new posts are added to the feed, subscribers are notified and can click through to read the full article. Some RSS apps also let users save posts for later reading. Basically, RSS brings the content directly to the user rather than relying on them to visit the site.
Benefits of RSS for businesses
Here are some of the key ways businesses can leverage RSS feeds:
Reach readers directly
With RSS, businesses can directly deliver content to interested readers. Rather than hoping they come back to your site or see it in search, new articles are pushed to them through the feed. This helps businesses build a dedicated subscriber base.
Improved visibility
Ranking high in search engines can be challenging. RSS provides another discovery mechanism that doesn’t rely solely on SEO. When users subscribe to your feed, they will start getting your new content regularly without having to find it through search.
Better data
RSS analytics provide great insight into your audience. You can see the number of subscribers, open rates, click-through rates, and which headlines/topics resonate most. This helps inform content and optimization decisions.
Increased engagement
By delivering content directly to readers, there are more opportunities for engagement. Readers may comment on posts, share them with their networks, link back to your site, and participate in other ways.
Improved loyalty
RSS fosters loyalty by providing an easy way for readers to stay in the loop with your content. They will keep coming back through the feed rather than seeking out information elsewhere. This helps businesses retain audiences.
New distribution channel
Your RSS feed presents another place to distribute content. In addition to your website and social channels, your content can now reach readers through RSS apps and aggregators. This expands the potential audience.
Stay top of mind
With users constantly bombarded with information, it’s easy to be forgotten. But delivering new articles directly to subscribers keeps your business top of mind. They will regularly see your content in their feed.
Best practices for business RSS feeds
Here are some tips for creating effective RSS feeds as a business:
Include full articles
Don’t just share summaries or headlines. Include the full text of each post in the feed so readers don’t have to click through to your site to finish reading. Full content = better experience.
Post frequently
The more often you publish fresh content, the more value your feed provides to readers. Stick to a regular publishing schedule to keep subscribers engaged.
Optimize headlines
The headline is the first thing readers see in their feed. Make them clear, concise, and compelling so readers feel inclined to read more.
Enable commenting
Allow readers to comment on posts directly from their RSS reader to facilitate engagement. Comments also provide useful feedback.
Tag content
Use tags and categories so readers can filter by topics of interest. For example, group posts by “Industry News” or “Our Products.”
Link back to site
Include a “Read more” link at the end to drive traffic back to your website from the feeds. This allows continued engagement.
Promote the feed
Let readers know the feed exists through emails, social posts, on your site, and anywhere else you engage audiences. Provide a quick signup form.
Monitor performance
Use RSS analytics to see total subscribers, open and click-through rates, and popular posts. Tweak topics and headlines based on what resonates.
Types of content to syndicate
Virtually any type of content can be syndicated via RSS. But here are some specific examples of content worth including in your business feed:
Blog articles
New blog posts likely form the foundation of your RSS feed content. Delivering blog content directly to readers provides value.
Industry news
Staying on top of the latest news and trends provides a competitive advantage. Share relevant news and analysis through your RSS feed.
Thought leadership
Position executives and leaders within your company as industry thought leaders by syndicating their advice, insights, and expertise via the feed.
Product updates
Keep customers informed about new products, features, integrations, awards, and other product-related announcements through your RSS feed.
Company news
Share company announcements like new hires, office expansions, acquisitions, funding rounds, and more using your RSS feed.
Events and webinars
Promote upcoming events, conferences, and webinars your company is participating in or organizing.
Research and eBooks
Syndicate links, summaries, and downloads for any research reports, eBooks, whitepapers or other valuable assets you publish.
Job listings
Attract talent by sharing new job openings and opportunities through your RSS feed. Candidates can subscribe specifically for this purpose.
RSS feed setup and management
Here is a step-by-step overview of how to create, optimize and manage an RSS feed for your business:
Enable RSS functionality
Most content management systems (WordPress, Squarespace, etc.) have built-in RSS feed creation capabilities that can be enabled in the settings. This allows your site to be syndicated.
Customize feed settings
Configure options like title, description, language, categories, author names, and image sizes. Optimize these for visibility and organization.
Submit feed to directories
Submit your feed URL to directories like Feedly, Awario, and Alltop to expand reach and make it easier for users to find and subscribe.
Promote the feed
Let your audience know about the RSS feed through emails, social posts, website banners/badges, and anywhere else you engage with them online.
Analyze performance
Use your CMS or RSS analytics tools to track total subscribers, open rates, click through rates, and popular posts. Identify what works well.
Set a publishing schedule
To keep subscribers engaged, establish a consistent schedule for adding new content to your feed, such as twice per week.
Optimize headlines
Keep testing headlines to identify which styles/formats attract the most clicks. This will improve overall open rates over time.
Respond to comments
If you allow commenting through your RSS feed, be diligent about monitoring and responding. This facilitates engagement with readers.
Send update emails
Periodically send emails reminding subscribers of your RSS feed and highlighting ‘best of’ content they may have missed.
RSS feed examples
Here are a few real-world examples of effective business RSS feeds:
Moz
SEO company Moz has a popular RSS feed of their blog content, tips, and resources: https://moz.com/blog/feed
HubSpot
Inbound marketing platform HubSpot syndicates their blog, videos, podcasts and more through RSS: https://blog.hubspot.com/marketing/rss-feeds
Social Media Examiner
Social Media Examiner shares their latest social media articles, tools, and advice via RSS feed: https://www.socialmediaexaminer.com/rss
SEJ
Search Engine Journal publishes SEO and marketing news, education, and analysis through their RSS feed: https://www.searchenginejournal.com/feed/
Neil Patel
Digital marketing influencer Neil Patel syndicates his blog posts, podcasts, and videos through his RSS feed: https://neilpatel.com/blog/feed/
RSS reader options
To subscribe to RSS feeds, readers need an aggregator or reader app. Here are some top RSS reader options:
Feedly
Extremely popular reader with robust organizing/sharing capabilities. Web, iOS, Android access. integrates with Pocket. Free version available.
Inoreader
Full-featured reader with filtering, tagging, recommendations. Web, iOS, Android, extensions. Free or $49/year Pro.
NewsBlur
Self-hosted, open source reader focused on privacy. Web, iOS, Android. Free and $24/year plans.
The Old Reader
Minimalist reader focused on simplicity and speed. Web, iOS, Android. Free and $29/year ad-free plans.
Digg Reader
Clean, simple reader created by news aggregator Digg. Web, iOS, Android. Free.
Feedbin
Hosted RSS reader with robust filtering tools, API, and integrations. $5/month.
Feedly
Mobile apps like Flipboard and SmartNews also include robust RSS consumption/curation. And browsers like Safari, Chrome, and Firefox have built-in RSS capabilities.
RSS vs. email newsletters
Both RSS and email newsletters allow you to directly engage readers with new content. But there are some key differences:
Push vs. pull delivery
RSS pushes new content to people while email newsletters require users to open/engage themselves. RSS provides more passive consumption.
Permission
Email requires someone to actively subscribe while RSS allows anonymous subscription. Email provides more info about each subscriber.
Volume and frequency
RSS enables high frequency, high volume content while email works best with lower frequency for avoiding fatigue.
Open and click tracking
Email newsletters provide open rate and link click-through data while RSS analytics focus on subscribers and popularity.
Personalization
Email newsletters can segment and personalized content while RSS feeds are generally broadcast universally.
Engagement options
Email allows clicks, forwards, replies, etc. while RSS offers more limited engagement like read counts and in-feed comments.
For many businesses, utilizing both RSS and email newsletters in tandem provides the right balance of reach, visibility, and actionable data.
Should you hire an RSS specialist?
Most businesses can manage RSS feeds internally – they are relatively straightforward to implement for someone tech-savvy. But there are instances where hiring an RSS specialist may make sense:
Limited internal resources
If your team is bandwidth constrained, outsourcing RSS creation and management could be wise.
Lack technical expertise
If no one internally understands the technical aspects like XML feeds, third-party help provides this knowledge.
Require advanced capabilities
An RSS expert can implement more advanced functionality around analytics, automation, integrations, etc.
Hyper focus on RSS performance
A dedicated RSS resource will obsess over optimizing subscriber count, engagement, click-throughs, etc.
Transforming your strategy
If you’re looking to take your use of RSS in a radically new direction, outside help provides strategic vision.
Too time consuming
Freelancers or agencies can save time spent creating, curating, publishing, promoting, and analyzing your RSS feed.
But for most basic business RSS needs, the built-in CMS capabilities plus online tutorials provide everything you need – no outside help required. Focus on creating awesome content and promoting the feed.
RSS feed tips and tricks
Here are some additional tips for creating an awesome, high-performing RSS feed for your business:
Make titles scannable – Use numbers, lists, verbs, keywords, etc. to spark interest.
Write strong summaries – Give readers enough details to pique their interest in the full post.
Curate over create – Share relevant third-party content in addition to your own posts.
Optimize metadata – Fill out descriptions, author info, images, etc. to maximize visibility.
Promote your feed – Share and link to your RSS feed prominently on your site and social channels.
Make it visual – Share eye-catching images/graphics along with text content.
Get personal – Occasionally share insider perspectives, behind-the-scenes looks, etc.
Go above and beyond – Provide special value and exclusives just for RSS subscribers.
Make it a ritual – Train readers to start their day checking their RSS feed for your latest updates.
Prompt sharing – Encourage readers to share posts they love from the RSS feed.
Study the data – Use reader analytics to identify ways to increase subscribers and engagement.
Facilitate conversations – Ask thoughtful questions and respond to comments.
Recurate evergreen content – Re-share your most popular RSS posts with new subscribers.
Conclusion
RSS provides businesses with a powerful channel for directly engaging target audiences. By syndicating blog posts, news, research, events, jobs and more through RSS feeds, companies can build loyal followings, expand reach, and drive ongoing visibility and traffic.
To maximize value, focus on providing subscribers with exclusive, personalized, and frequent content. Curate both original posts and relevant third-party articles. Make the RSS feed promotion a priority across all channels and platforms. Study the performance data and continue optimizing. When approached strategically, RSS feeds give businesses an owned media channel through which they can deepen relationships with core audiences over time.