Connect your TypePad feed to FeedBurner
We've been fans of FeedBurner for quite a while - they know the technology, business and user experience of feeds and content syndication better than pretty much anyone on the planet. And they've built a great service that enables bloggers to manage their feeds …
Context & Ripple Effects
TypePad's popularity expanded sharply during 2005, while service outages showed how dependent its users were on hosted publishing infrastructure. FeedBurner had already built a publisher-focused feed business around management, measurement and advertising, adding detailed item statistics in February 2006 and feed-driven ad positioning in May.
The connection makes FeedBurner’s specialized syndication layer available from a major hosted blogging service, separating feed operations from the software used to publish posts.
First-order effects
- TypePad users can direct their feeds through FeedBurner and use its feed-management, measurement and advertising capabilities.
- FeedBurner gains a simpler route to TypePad’s publisher base, while TypePad broadens the tools available to bloggers without building equivalent feed services itself.
Second-order effects
- FeedBurner becomes a more important intermediary between TypePad publishers and feed readers, concentrating audience measurement and ad placement in the feed layer.
- Hosted blogging rivals face pressure to offer comparable syndication controls or integrate with specialist feed-management providers.
Third-order effects
- If hosted publishing platforms continue to delegate feed functions, blogging systems will increasingly be separated from the measurement and monetization systems that govern distribution.
- That division gives specialized syndication providers greater influence over publisher audience data and feed advertising than any single blogging interface.
The trend: Blog publishing is moving toward a modular stack in which hosted writing tools hand feed distribution, analytics and monetization to specialized infrastructure providers.