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Delivering press releases in audio or video–> Sending your customers a personal video message from the CEO–> Doing audio interviews to expand your reach and provide more content to your visitors–> Delivering video demonstrations of your products–> Using video and audio to demonstrate how your customers and readers can easily resolve various issues that you are helping them with–> Delivering important messages to your readers, customers and business partners via a more personal audio experience, instead of using impersonal e-mail communications–> And so on …In addition, Podcasting and Videocasting form the basis of new business models, giving you the opportunity to expand your product base to include these formats with higher perceived value.Customer education & support are improved as well, since you can now demonstrate key product usage points via online video  providing customer support content in a format, which can easily demonstrate everything you need to convey to your customers.2. HIGH FREQUENCY CONTENT UPDATESHigh frequency content updates, even on a daily or hourly basis, are now finally possible with RSS. No more need to hold on your important messages, news and other content for a week or even a month to include it in your e-zine — with RSS you can update your content as often as you want/need, and your subscribers won’t mind.3. APPCASTINGAppcasting goes one step further, giving you the ability to deliver critical software updates and patches to your existing clients, without them having to visit your web site every week to see if the much needed update is already available or not.4. PRODUCT NEWS, RELEASES AND UPDATESProduct news, releases and updates are now finally possible in an easy-to-consume way. Using RSS, you can provide your customers or prospects with simple tools to create their own »product feeds«, through which they’ll be immediately notified when new products that precisely match their interests are available.As soon as your product portfolio changes, so does the content in the RSS feeds that your customers are subscribed to.Just think of the following possibilities …–> The search tool is one of the most often used in larger web stores, giving your visitors an easy way to find the products they are interested. But the same search results can be delivered via RSS as well. Imagine your customer doing a search for one of your product categories, and then also receiving a link to the RSS feed for those very same search results, to find out immediately when a new product matching his terms is released or available for order. –> This works for complex searches as well. If your customers are in the habit of searching for specific product categories, but only in a specific price range, you can deliver those very same results to them via RSS, but with a small twist  as soon as a new product matching their terms, including the desired price, is launched, they are notified about it via RSS instantly. No need to visit your site again to do the time-consuming search; the release comes directly to them.–> Of course, the same approach that many are already using for e-mail alerts can be used for RSS. Give your visitors a simple form using which they enter their criteria, and then give them access to an RSS feed bringing them product updates based exactly on their criteria. Why not just use e-mail? Because no one really wants more e-mail messages in their inboxes and no one wants to give away their personal information, while RSS is anonymous, doesn’t require an e-mail address and is read when the customer decides he has the time.5. PERSONALIZED CONTENT SERVICESPersonalized/customized database listings are quite similar to product updates, but relate to any kind of complex information you provide to your visitors, such as …–> Job listings–> Dating–> Real estate–> Etc.Using RSS, your visitors can decide exactly what kind of »content« (in this case, an individual content item could be a new job listing) they are looking for and then have that content delivered directly to them, via their own personalized RSS feed.And yet, all of these are just some examples of what you can do with RSS. The possibilities for new content delivery & business development models are quite endless.For example, some companies are already giving their visitors the opportunity to track their FedEx, UPS and other packages via RSS feeds. Yet others are creating new services that allow you to receive critical information from an RSS feed to your mobile phone via SMS (such as getting an SMS notifying you that a new job matching your criteria is available). Yet again other sites enable you to keep track of when you need to return your library material, and even when your holds are ready and when they are about to expire, all this using RSS.All of these are new business opportunities made possible with RSS, and each of them in a way improves lives of end-users, without placing a larger burden (more e-mail messages) on them.

The big benefit to RSS is that individuals opt-in to content of interest, totally controlling the flow of information that they receive. If the quality of the content in the feed declines, users simply remove the feed from their RSS reader and they will not receive any additional updates from that source. The RSS reader acts as an aggregator, allowing users to view and scan multiple content streams in a timely fashion.

RSS is a great supplemental communication method that does not burden the publisher with maintaining lists or following strict privacy guidelines. RSS feeds are compiled according to the user’s choices, removing any burden that is placed on publishers of email newsletters. Publishers no longer need to be concerned with spam, privacy policies, and age guidelines.

Publishers using RSS as a communication vehicle are able to create keyword-rich, themed content, establishing trust, reputation, and ongoing communication with current and prospective customers.

What Kind of Information Can be Delivered in RSS Feeds?

Blogs Feed
Many blogs are catalogued in an RSS feed, with each blog entry summarized as a feed item. This makes it easy for visitors to scan blog posts for items of interest.

Article Feed
Articles are often placed into feeds to alert readers when new articles and content are available. The feed entry is typically an article summary or introduction. Readers can then ascertain if the article is of interest and read further.

Forum Feed
Many forums now have add-ons that allow participants to receive forum posts via RSS. The RSS feeds often will show the latest discussion topics; if users are interested they simply click to enter the forum to participate in the discussion. As the topic is updated they will see new entries in the RSS feed.

Schedule Feed
Schools, clubs and organizations will often use feeds to communicate meeting times, places and events that might be occurring. The RSS feeds are often used to publicize events, notify the community of schedule changes or meeting agendas.

Discounts / Specials Feed
Retail and online stores have begun using RSS feeds to deliver their latest specials and discounted offers. Some online retailers have taken this a step further, allowing users to create their own feeds based on keywords or phrases.

For example, this service will generate a URL than can be entered into a news reader. The feed is updated each time an item is added to Amazon that meets the specified criteria or keywords - Amazon Search Feed - http://www.oxus.net/amazon/

Ego / News Monitoring
Companies or individuals interested in receiving headline news based on a specific brand or keyword can use RSS feeds to monitor news sources.

For example, users can use the following tool to create a feed that will allow them to receive filtered news from Google News. They will only receive items related to a specific keyword or phrase they setup - http://www.justinpfister.com/gnewsfeed.php

Industry-Specific RSS Feed Uses Include:
Technical professionals in specific industries have also developed RSS feeds as way to market, promote or communicate within their specific industries. In many cases, this has expanded their reach and increased communication with current and prospective customers and clients.

RSS feeds can be used by realtors to communicate the time and location for open houses, announce new property listings or promote decreased mortgage rates. Content feeds can also be used by universities to communicate sports scores or event schedules. Computer service professionals can create feeds to notify clients of potential security breaches, virus risks or outbreaks. Ultimately, RSS is molded to meet the communication needs of many sectors. Consider how RSS can benefit your business and supplement your communication needs.

RSS feed creation tool for publishers interested in creating fresh content - FeedForAll - http://www.feedforall.com

By using RSS and the MagpieRSS toolkit, you can import data from another web site or news source and display that information on your own site.

First, download the MagpieRSS kit from http://magpierss.sourceforge.net.

Next, unpack the archive, into a directory off your root on your web site called “rss”.

Then, create a directory off your root called “cache”. CHMOD this directory to 777.

You’ll need to know the URL for the feed that you want to display. You can find this by searching for “RSS feed” in Google, or by going to one of the many sites that allow you to search thrown various sources for feeds. Syndic8.com is one, for example.

To display data from a single source, you can use code similar to this:

require_once(’rss/rss_fetch.inc’);

$news_feed = ‘’;

error_reporting(E_ERROR);

$rss = fetch_rss(”http://www.url-of-the-rss-feed.com”);
$items = array_slice($rss->items, 0);
foreach ($items as $item )
{
$news_feed .= ‘’ . $item[’title’] . ‘’ . $item[’summary’] . ‘’;
}

echo $news_feed;

MagpieRSS not only decodes the data, but it will also cache the data so it will retrieve news articles only once per hour.

Utilizing RSS in this fashion will allow your web site to have fresh content displayed constantly, and will (hopefully!) keep the search engine spiders interested in your site. The more the spiders index your site, the more pages you will have listed in the search engines. And with more pages listed in the search engine indexes you have a much better chance of attracting people to your web site.

Copyright © 2005 by Mikel Beck.
mikel.beck@elite-computing.net