WebProNews offers some ideas:
Use Your Own Content
Almost ANY web based content can be transformed into an RSS feed. The only real requirement is that the information changes regularly.
Typically, the main use of RSS is to present headlines and a short introduction to “newsy” stories. Create an RSS feed on your site featuring your company press releases, site updates, etc.
RSS is a great way to let people know of events and activities that may be happening soon. It’s easy to turn an “events” page into an RSS feed.