Business Blogging RSS Marketing

Netconcepts President Stephan Spencer has some key advice for Technorati to counteract the challenge from its new blog search engine rival: Google.

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I heard at the Search Engine Strategies conference earlier this month in Chicago that the Ask Jeeves spider doesn’t cope well with websites that don’t have robots.txt. So if you don’t have a robots.txt file hosted on your blog’s document root, create a blank one.

Another detail often missed by bloggers is to create your own custom favicon.ico file. The favicon is a little 16 pixel by 16 pixel image that appears in the location bar on people’s web browsers; many of the RSS readers use it as well. Peter Brady at Performancing has some interesting things to say about whether or not bloggers need to have a favicon. My take on it is this: with a custom favicon, you look cooler and more with it, plus it differentiates you from the rest of the pack in your subscribers’ RSS subscription lists. If you don’t have time to mess around creating one in Photoshop, you can do a quick and dirty one pretty easily using the free web-based tool Favicon Generator. It took me all of two minutes to create my favicon for my blog using this tool.

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This session explores how search engines are dealing with blog and feed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic.

Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Speakers:
Dick Costolo, CEO, FeedBurner
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Stephan Spencer, Founder and President, Netconcepts, LLC
Amanda Watlington, Ph.D., APR, Searching for Profit

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Blogs and RSS feeds may sound like a lot of nerdy buzzwords, but President of Netconcepts Stephan Spencer wades in with his thoughts for webpronews.com, particularly when it comes to driving search engines to one’s site. It’s all about personalizing the content they receive he says.

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• 2500 new pages in the index
• Blog strategy gains inbound links
• Blogging a huge success

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Technology continues to revolutionize the sales and marketing efforts of firms worldwide. Businesses must either adapt or put themselves at risk. Companies and customers communicate and interact with each other in substantially different ways than 10 or even 5 years ago. Direct and interactive marketing are converging, financial metrics are increasingly mainstream, and customers expect channel “silos” to be broken down. Learn how to benefit from the new tools and thinking in managing customer relations to increase sales, improve strategies, and reach online and offline markets.

Search engine marketing

• Make your site “search engine friendly”
• Explore “Pay-per-click” search advertising
• Analyze benchmarking, competitive intelligence and ROI
• Identify trends in contextual, behavioral and local advertising

Create a buzz - viral marketing

• Explore blogs, RSS feeds, forums, wikis and more
• Harness “word of mouse” to enhance your brand
• Discover the “sneezers” who will spread your viral message

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An RSS feed is merely an XML file that you host on your Web server — it kind of looks like HTML code. But don’t let its simplicity fool you; in the hands of a sophisticated marketer, the potential applications for RSS are huge.

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Blogging is one of the hottest trends on the net. A blog (short for “web log”) is a web-based diary where the author can ruminate on whatever strikes his or her fancy. The blogger may share photos, poetry, political views, gossip, industry trends, business advice, or the latest on their personal life. By definition, blogs are organized in reverse chronological order. Many are updated daily. They can have one or multiple authors, such as a community blog.

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Is something missing in your marketing mix? New channels are opening doors to the increasingly, tech-savvy consumer. RSS feeds and alerts, blogging, mobile communications and “mapping and monitoring” online conversations are among the newest marketing tools available.

• Understanding these new channels
• Leveraging them for customer retention and acquisition
• Building rapport with bloggers, and promote your products and company in the blogosphere
• Personalizing the content in the RSS Feed to each subscriber
• Tracking readership and response
• Advertising on blogs and within RSS feeds
• Podcasting (think: on-demand Internet pirate radio)
• Distribution channels (RSS search engines, directories, Web-based aggregators, RSS news reader software)
• Not just for bloggers and news sites — e-tailers embrace RSS as a channel

Moderators:
Stephan Spencer, Founder & President, Netconcepts
Marc Tramonte, Director of Integrated Marketing, Microsoft Corporation

Panelists:
Royal Farros, Chairman and CEO, MessageCast
Gard Gibson, Account Group Director,VML Inc.
Mark Goldstein, CEO, Loyalty Lab Inc.
Mark Grindeland, Co-founder, m-Qube
Dana Vandenheuvel, Director of Business Development, Pheedo
Debbie Weil, President, WordBiz

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