As a lot as this may shock most bloggers, the #1 mistake most blogs are doing will not be publishing their content material by way of e-mail, as a complement to their RSS feeds.
Simply give it some thought: whereas RSS is rising sturdy, it nonetheless solely penetrates about 5-6% of the American on-line inhabitants. Moreover, based on a current BlogAds survey,
“solely 12 p.c of the weblog studying viewers stated it used RSS all the time or typically”.
In the event you’re delivering your weblog content material solely by way of RSS, you are lacking out on about 80% or extra of potential common readership/fellowship.
THE KEY BLOG PROBLEM
There are tens of millions of blogs already, however actually few individuals have the time to observe various days. But when they arrive again simply as soon as every week, they are often rapidly overwhelmed with the quantity of latest content material.
That is why it is essential to offer a “better of”, a serving to hand to information your readers to the “must-read” content material you publish … and delivering this content material both as a standalone “blog-zine” or as a part of your common e-mail publication.
WHAT SHOULD YOU DO?
Ship your weblog posts as they’re written by way of RSS, however then additionally publish a daily (weekly or month-to-month) e-mail e-zine along with your “prime weblog posts” for these which can be nonetheless not into RSS.
Do not do only one channel, do each.
E-mail continues to be the #1 end-user content material supply channel … whether or not we prefer it or not. Utilizing e-mail (as a complement to RSS) to ship our content material is simply good enterprise follow, no less than for now.
THE CHRIS PIRILLO EXAMPLE
Chris Pirillo is the writer of one of the crucial fashionable websites on the web, Lockergnome.com. He was really the primary to proclaim e-mail as being lifeless.
However nonetheless, whereas he prefers for his subscribers to make use of RSS as an alternative of e-mail, that isn’t stopping him from utilizing or selling both RSS or e-mail.
COMPARING BLOGS, E-ZINES, E-MAIL AND RSS
In the event you’re studying this text and pondering that blogs are literally “past e-mail”, simply think about the next actuality.
RSS and e-mail are content material supply channels; the instruments that allow us to ship our content material to end-users. Blogs and e-zines then again are two totally different web media content material codecs, differing in how/what content material is supplied and offered via them.
RSS/e-mail and blogs/e-zines can’t be immediately in contrast. Weblog content material and e-zine content material can each be delivered by way of RSS and e-mail, and there’s no direct enterprise/logical relation between, for instance, blogs and RSS.
Blogs are “private” conversations, opinions and information, delivered in a linear construction, often written in a extra private model, and confined to a restricted variety of content material sorts.
E-zines then again are extra much like magazines or newspapers, carrying content material offered in a fancy non-linear content material construction, and being able to hold many various content material sorts that don’t combine nicely collectively if supplied via a linear content material construction.
A typical e-zine may embrace:
- an editorial;
- a number one article, representing the prevailing subject of a particular e-zine difficulty;
- supporting articles, clearly structured to indicate they’re secondary to the main article;
- hyperlinks to “better of” weblog posts within the given timeframe;
- hyperlinks to probably the most related discussion board subjects and posts;
- a information part;
- a featured consumer case examine;
- totally different commercials (banner advertisements, textual advertisements, advertorials and so forth.);
- a featured marketing consultant;
- a Q&A piece;
- a featured whitepaper;
- and so forth.
Offering all of this content material calls for a fancy content material construction and a powerful and skilled editor. The weblog format merely doesn’t present the extent of construction wanted to successfully current such a fancy content material combine.
However that is to not say that blogs are in any manner inferior to e-zines, they’re simply totally different. And companies want each, and they should ship each by way of RSS and e-mail.
Private preferences in the direction of content material supply channels and web content material media codecs don’t have any place in enterprise. What issues is what our audiences need and the way they need it.