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Publishing E-zines using RSS

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Publishing E-zines via RSS

Copyright 2005 Rok Hrastnik

It's clear that RSS and e-mail in fact need to be used together, as opposed to either one replacing the other.

While RSS might not be used by as many people as e-mail, you can be sure that those that do use it and subscribe to your feeds will get your content without fail. In addition, many already prefer to receive information via RSS instead of e-mail, making RSS an absolute must as a supplement to e-mail delivery.

Let's now take a detailed look at exactly how RSS and e-mail can work together.

1. ANNOUNCING YOUR E-ZINE VIA RSS
What s the use of an excellent email e-zine if it's blocked by spam filters or lost in the recipient's mailbox? No matter how high quality content you prepare, if it s not received it can t be read and then acted upon to drive sales your way.

Namely, you need to stop thinking of your e-zine in terms of e-mail delivery, but rather consider it as a vehicle to present relevant and related content in the specific context of an individual e-zine issue, which can then be delivered to your recipients in multiple ways.

Just consider newspapers, which are delivered in print format, on the Web, via email and RSS as well, all this to assure optimum delivery according to end-user preferences.

While most e-zine publishers will never consider presenting their e-zine in print format and delivering it via traditional delivery services, you need to explore all available means of online delivery. After e-mail, RSS is the first that comes to mind.

Using RSS to announce your e-zine via RSS is the simplest and least expensive way to get started with RSS and it will help you make sure that your valuable content in fact does get delivered, at least to the audience using RSS.

THE) THE PROCESS: E-MAIL E-ZINES

What is the process behind traditional e-zine publishing?

--> The publisher provides an email e-zine subscription box, in which visitors enter their e-mail addresses, thus giving consent to the publisher to receive his communications and at the same time building his subscriber database.

--> The e-mail address is saved in the publisher's subscriber database.

--> The publisher prepares an e-zine issue, usually creating an HTML document with either full-text e-zine issue articles and news or summaries of articles with links to full-text articles on his website.

--> The HTML document is packaged as an e-mail message by the email publishers publishing solution and then sent to his subscriber database using e-mail as the delivery channel.

--> E-mail messages travel through the internet and are either stopped on the way by various spam filters and other barricades and are then either deleted automatically or delivered to the subscribers e-mail accounts.

--> Subscribers download these email messages when they log-on to their e-mail account and can then manipulate them, either deleting them, moving them to another folder or reading them. How can we now transfer this process to publishing your e-zine via RSS as well?

(B)) THE PROCESS: RSS CONTENT DELIVERY

We first need to understand how RSS content delivery works.

--> The publisher creates an RSS feed, basically just a simple XML file structured in a specific way, and provides a link to that XML file on his website and through other Web sites, search engines and directories. The file needs to first be created and then uploaded to the server, before the link to it can be provided. Fortunately, there are many tools available that will do this for you easily.

--> The visitor to the website subscribes to this RSS feed, by easily importing the link to the RSS feed in to his RSS Reader/Aggregator, instead of giving the publisher his email address. In terms of subscriptions, the process is reversed. Instead of the visitor giving his e-mail address to the publisher, the publisher rather provides the visitor with a single URL, which then the visitor puts in his aggregator.

--> The publisher now prepares a new story or article to include in the RSS feed. Usually, he first publishes this new story on his website and then simply prepares a summary and puts it in to the RSS feed/file. In this case, the summary in the feed simply notifies the reader of new full-text content being made available and pulls him to click-through to the full-text article on the website. Alternatively, the publisher could also provide full-text content of the story in the feed.

--> As soon As the publisher updates the RSS feed with the new story, the subscriber can retrieve it and read its content. The feed content is immediately available to the subscriber, without having to face any spam filters on the way. All of this might sound complicated, but it really is not. Let's now take a look at the process from the e-zine publishing point of view.

(C)) THE PROCESS: RSS E-ZINE DELIVERY

--> The publisher creates an RSS feed intended to specifically notify subscribers of new e-zine issues and promotes it on the website. The feed should be promoted directly below the email subscription box, serving simply as an alternative to email delivery. Visitors have the choice of subscribing either via email or RSS.

--> The publisher now takes the HTML document he already prepared for the email version of the e-zine, and puts it online like any other webpage. What you basically need to do is practically take the same presentation and format that you already prepared for the e-mail e-zine and place it online for anyone to see.

--> The publisher then creates a new story or content item in the RSS feed, which is basically just a short summary of the e-zine and links it to the webpage he prepared earlier.

--> Once subscribers retrieve the feed, they see the new content item with the e-zine title and its description. After clicking on the title they are taken to the web version of the same e-zine that was also delivered via email.

(D)) THE TECHNOLOGY

As you can see this is a simple process and it only takes about 5 minutes more to do than just doing an e-mail version, and it will ensure that your content is now accessible to all those that prefer RSS to email, it will generate additional exposure for your content by being included in RSS search engines and directories and it will generate more search engine visibility for you.

The best part is that the technology to publish an RSS feed in such a way is widely available and there are quite a few tools to choose from.

If simple e-zine delivery via RSS is your starting goal, the desktop solution should work very nicely. Just try out http://www.feedforall.com, which is the market leader in this category, or the less advanced but free http://www.usablelabs.com/productFeedSpring.html

Keep in mind that only using RSS for e-zine announcements is the simplest way to go and that there is much much more you can do with RSS.

In the next article of the series we'll take a look at how you can measure the RSS readership of your e-zine version and then take on other ways RSS and e-mail can work together.

About the Author:
Learn how to take full marketing advantage of RSS and get all the expertise, knowledge and how-to information for implementing RSS in your marketing mix, from direct marketing, PR, e-commerce, internal communications and online publishing to SEO, traffic generation and customer relationship management. Including complete interviews with more than 40 RSS marketing experts. Click here now: http://rss.marketingstudies.net/book/

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What can be published using RSS

With all the large amounts of information available on the web, it becomes increasingly difficult to classify and find what you're looking for. RSS significantly reduces the signal-to-noise ratio. RSS has the unique ability to compile information and filter it, so you only see unique and relevant content. The information superhighway become filled with content, and those familiar with the technology they are using RSS to filter content, allowing them to drill down and access only the content they want, without having to go through all the noise. There are very few subjects or themes that don't currently have an RSS feed is available. Perhaps it would be easier to ask what cannot be published using RSS? RSS is a standard format to distribute Internet content, not just blogs or podcasts, but any type of content. Podcasting clearly shows that feeds can be rich in media and at the same time podcasting is generally considered a means of entertainment, the educational value of podcasting was not lost on many educational institutions. The business community has been a little slower to embrace the power and the importance of RSS as a communication medium, but industry leaders are gradually adopting it as a new and powerful method of communication. But back to the original point ... RSS can deliver virtually any type of content, including worksheets, applications of power point, database updates, video tutorial, and more. The true value of RSS feeds is that the Subscriber can review and evaluate the information at a time and location of your choice. There are a number of ways that companies can make use of RSS feeds ... Automated generated Feeds (like ego searches)Google, Yahoo and many Blog search engines can automate the generation of RSS feeds, often based on a keyword or keyword phrase. Each time the keyword appears in a search result, the RSS feed is updated. This is a great way for businesses to keep updated with industry news, competitors, or even his own company, personal and brands. Manually Generated RSS Feeds Webmasters can create targeted RSS feeds that contain unique content and targeted. RSS feeds can be created manually by webmasters for specific content types of the destination. Existing Feeds Webmasters and publishers can use existing RSS feeds to create web content. Existing RSS Feeds can be merged and filtered to create new RSS channels, and content. The new merged or filtered RSS feeds can be reprinted or displayed in a Web site. There are a number of free tools and tutorials available to help webmasters merging, filtering, and view the contents of a web feed.Link to view RSS Feeds-http://www.feedforall.com/displaying-rss.htm database Feeds publishers and webmasters can extract information from a database and then provide this content through an RSS feed. The information contained in such an RSS feed is updated dynamically as the contents of the database changes. While RSS is a great tool for businesses, it is important to respect copyrights. Do not assume that is free for you to publish any content contained in someone else's RSS feed. It is important to review the policies of use of the original editor of the RSS feed before you distribute the content contained in the RSS feed. About the author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software to create, edit, publish RSS feeds and podcasts. In addition Sharon manages marketing for recording and editing software, RecordForAll http://www.recordforall.com audio.

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