Use Slack to monitor competitors using automation
Table of ContentsWhat is an RSS Feed and why Is […]
Marcelino Junior on Reading time: 4 minutes 2 views. 
Table of Contents
If you use Slack daily for your company or project, you’ve probably noticed that it’s much more than just an internal communication channel. With the right tools, Slack can be transformed into a strategic intelligence hub, allowing you to receive competitor content, industry news, and alerts that can directly impact your business decisions in real time.
One of the most efficient ways to achieve this is through automation with RSS feeds in Slack, which allow you to centralize information from multiple sources in one place a news channel in your Slack workspace. In this article, we’ll explain how to create this automation, which types of content to track, and how to maximize the insights generated to drive marketing and content actions.
What is an RSS Feed and why Is It strategic?
RSS (Really Simple Syndication) is a feed format that allows you to receive updates from websites without having to visit them constantly. When a site publishes a new article, news item, or update, the RSS feed automatically sends this information to subscribers.
For marketing, sales, product, or competitive intelligence teams, RSS feeds are strategic for a variety of actions.
Why RSS is strategic for marketing and content
| Benefit | Direct Impact |
|---|---|
| Time-saving | Automates monitoring of competitor websites and blogs. |
| Centralization | Brings everything into a single channel (e.g., a Slack channel). |
| Quick response | Allows you to act on news before competitors do. |
| Continuous intelligence | Keeps marketing and product teams constantly informed. |
How to set up an RSS Feed in a Slack channel
Slack allows RSS integration either directly or through automations using external tools. Here’s how:
1. Using Native Slack
- Go to the Slack channel where you want to receive updates.
- Click on “Add App or Integration” (or access the App Directory).
- Search for “RSS” and add the official app.
- Configure the RSS feed URL you want to follow.
- Select the channel, and that’s it: new posts appear automatically.
2. Using External Automations
Tools like Zapier, Make (formerly Integromat), or IFTTT allow for more complex automations:
- Receive posts from multiple competitors in the same channel.
- Filter content by keyword or category.
- Notify only about articles containing strategic terms.
- Create combined alerts—for example, if your brand is mentioned on blogs or social media, you receive the notification in Slack.
What content should you track?
The content you monitor depends on your company strategy, but here are some useful suggestions:
- Direct competitors: blog posts, product updates, campaigns, and press releases.
- Industry trends: news, reports, market analyses, and trend insights.
- Social media and mentions: alerts for brand or product mentions on social networks.
- Legal and regulatory updates: changes in laws or regulations that affect your sector.
- Customer insights: forums, reviews, and comments that may influence strategy.
Golden tips to optimize your Slack automations
Automation is only useful if you actually use it. Moreover, if a channel is too busy, the content will quickly become background noise. Here are some tips for RSS feed automation in Slack:
- Create specific channels: separate by content type (e.g., #competitors, #trends, #updates).
- Use smart filters: avoid irrelevant notifications by configuring keywords.
- Set summary times: prevent overwhelming your team by scheduling daily or weekly alerts.
- Combine with internal analysis: use the content to generate market intelligence reports.
Transforming Slack into a strategic intelligence hub is simple and highly advantageous. By integrating competitor RSS feeds, industry news, and strategic alerts, your team can receive relevant information in real time, enabling faster and more informed decisions.
It’s not just about tracking the market—it’s about anticipating moves, identifying opportunities, monitoring competitors’ steps, and staying ahead. With the right automations, your Slack stops being just a chat platform and becomes a true competitive intelligence center for marketing, content, and sales teams.
