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By Brian Halligan, Dharmesh Shah

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Extra resources for Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series)

Sample text

RSS (which stands for “really simple syndication”) is a technology that allows content to be published and pushed to those users that are subscribed to a feed. RSS makes it very convenient for your readers to automatically know when you have created new content on your site without having to constantly revisit to see if there have been updates. RSS-enabling your site changes the dynamic of your site from a static brochureware site that someone visits once to a site that’s living and breathing. Every time you post something new, your RSS subscribers get that update automatically and are pulled back onto your site.

White papers—Five- to seven-page papers that educate your marketplace on an industry trend, challenge, etc. White papers shouldn’t be about products. Create Remarkable Content 31 Videos—Short two- to three-minute videos about your industry. Product videos are good too, but do not spread as easily. Webinars—Live online PowerPoint presentations on an industry topic. Podcasts—Ten- to twenty-minute audio programs or interviews with industry experts similar to radio shows. Webcasts—Live video shows viewed online.

One interesting thing about this site is that the look and feel, colors, menus, and other features haven’t changed since we first noticed them five years ago. Like 37Signals, you must begin thinking about your Web presence in terms of an interactive, constantly changing hub for your entire industry—a hub that also happens to sell a project management product. 37Signals is successful because they leverage the disruptive power of the Web to tip the balance of power in their industry from much larger players, such as Microsoft.

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