Feeding and Syndication

Almost every company has a blog these days. But in order to syndicate that content, it needs to be unique and valuable. The question is, “Does my target want to read it?”

Before you jump to build feeds or line up syndication partners, consider whether your particular audience is really hungry for your content. Providing an RSS/Atom option without first considering the value of the content to the end-user could hurt your credibility. If you get it wrong, it tells the user that you don’t understand what is important to them. Instead, it might be better to offer drill down feeds if your content hits multiple targets with different objectives. Another consideration is, will a feed of your news give more value to your customers or to your competitors?