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HOW TO: Get switched on to RSS

Many B2B businesses have a news page with an RSS feed. The Really Simple Syndication (RSS) feed is a helpful tool developed in 1999 to syndicate blogs in a common format.

RSS spawned aggregation services that enable users to group all their RSS feeds into a single location for reading. Some RSS readers are online (Google Reader, Bloglines, Netvibes), while others are desktop applications (NewsGator and Toolbutton, for example).

But what proportion of businesses actually know how to set up and use an RSS reader? And how can B2B marketers harness this 'really simple' technology to support their marketing communication strategies?