Google just dropped a bomb on the digital community. On March 13, 2013, the company announced it will be shutting down Google Reader by July 1st. For many marketers, journalists, and SEO professionals, this is more than just the end of an RSS feed aggregator — it’s a wake-up call.
In a world where we build our strategies around tools we don’t own, the removal of a major content distribution channel isn’t just inconvenient — it’s risky.
☠️ Google Reader Is Dead. So What?
If you’re not familiar with it, Google Reader allowed users to subscribe to RSS feeds from blogs, news outlets, and more — essentially creating a custom newspaper. While its popularity has declined in recent years, many digital marketers still relied on it to track industry news, competitor updates, and trend data.
But Google’s explanation was simple: usage has declined, and we want to focus on fewer products.
Translation: If it’s not profitable and scalable, it’s gone — even if it’s part of the digital marketing foundation for thousands.
This move shook content strategists because it marked another shift away from open platforms and toward walled gardens controlled by big tech. Sound familiar?
🚨 The Warning Beyond the Shutdown: Content Shock
Not long before this news, thought leader Mark Schaefer introduced a powerful idea:
“Content Shock” — the moment when the amount of content available vastly exceeds our capacity to consume it.
Think about it. Every company is now a publisher. Every employee is a micro-influencer. Every tweet, status update, blog post, infographic, and podcast is competing for the same limited attention span.
When Google shuts down a platform like Reader, it doesn’t just kill a product — it consolidates content consumption further into platforms they control (like YouTube, Google+, and Search), amplifying the volume and the competition.
The result? Only the best content survives — and even that might not be enough.
💡 What This Means for You
If you’re a brand, blogger, publicist, or digital strategist, this should spark some serious questions:
1. Are you building audiences or borrowing them?
Platforms like Facebook, Twitter, or YouTube own the audience — you just get to rent space.
2. Are you diversifying your distribution?
Don’t rely on one platform or method. Newsletters, downloadable assets, and yes — even your own website — need to become central again.
3. Are you prepared for the noise ahead?
As content continues to explode, the real battle won’t be if your content gets published — it’s whether it gets seen at all.
🛠 Action Steps You Can Take Now
– Re-evaluate your content syndication tools
Alternatives like Feedly, Flipboard, or even Pocket may offer new opportunities to reach niche readers.
– Double down on owned media
Email lists, blogs, and branded content portals are back in fashion — not because they’re trendy, but because you own them.
– Segment and personalize
The era of mass messaging is dying. Use data to deliver content they want, not just what you want to say.
– Quality > Quantity
In a world of Content Shock, publishing every day might not help. Publishing something worth sharing might.
🎯 Final Thought
Google Reader’s death is symbolic. It’s a reminder that we don’t control the platforms we rely on, and it’s a warning about where digital strategy is headed. As content volume increases and human attention plateaus, the winners won’t just be the loudest voices — they’ll be the ones who built lasting relationships, offered real value, and controlled their own channels.
The question isn’t whether content marketing still works. The question is: are you adapting fast enough to keep it working for you?
Sources:
– Google Official Blog: A second spring of cleaning
– Schaefer, Mark. “Content Shock: Why content marketing is not a sustainable strategy.”
– Feedly Blog
– Mashable, The Verge, TechCrunch (March 2013 reactions to Reader shutdown)
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