Home > Uncategorized > Google: News Lab Will Compete With Big Names For Content Creation And Marketing Share

Google: News Lab Will Compete With Big Names For Content Creation And Marketing Share

 Summary
  • Marketing and media are changing. They’re changing quickly and they’re changing for good.
  • We’re never going back to considering “above the fold” to equate with being more relevant. Relevant changes by the minute and is completely dependent on the person engaged.
  • That’s the point behind Google’s News Lab.
  • News Lab is Google’s answer to Twitter, Facebook and now Apple’s aggressive moves into bringing users high quality, curated and real-time content.
  • Google with all its experience it has gathered in doing this with search plans to do that with the news.
 Marketing and media are changing. They’re changing quickly and they’re changing for good. We’re never going back to considering “above the fold” to equate with being more relevant. Now, relevant changes by the minute and what gets shown “above the fold” is completely dependent on the person engaged.

That’s the point behind Google’s (NASDAQ:GOOG) News Lab.

(click to enlarge)

(click to enlarge)

(click to enlarge)

News Lab is Google’s answer to Twitter (NYSE:TWTR), Facebook (NASDAQ:FB) and now Apple’s (NASDAQ:AAPL) aggressive moves into bringing users high quality, curated and real-time content. The ability to create content and to deliver it to users in easily absorbable, return worthy and highly engaged manner is what’s going to separate the “new media” companies of tomorrow from the currently bleeding existing media. It’s also what’s going to separate the primary and premium advertising platforms.

You can imagine this makes Content Marketing and Content Creation two arenas of absolute must win for incumbent players and for the players looking to move upmarket. Very obviously Google would like to be one of the winners in this zero sum game.

Google, which has been losing market share across its umbrella – outside of Search, has rolled out News Lab in its infancy. News Lab is going to help journalists, bloggers and general content creators (heck, even you reading this and me writing this) report the news. Whatever the news is. And that’s nothing brilliant in concept but it could be brilliant in execution. I’ll explain.

As I just said above, everybody in social/general media/user aggregation (which is everybody online by the way) is trying to somehow create a reason for you to return. Return to what? To whatever the platform being deployed is. The easiest way that data has shown us to be able to do this is to deliver relevant content. Relevant, again, is whatever the user thinks is relevant. So you better be able to deliver content in huge amounts consistently and it better be high quality if you want to cast a wide user net. Google has built its entire search business, its core competency, knowing this fact. Billions of searches a day get answered by Google relaying content to you that’s already been created – Google simply ranks it for you (by relevance). For this, of course, it collects a nice toll fee.

Google with all its experience it has gathered in doing this with search plans to do that with the news. If you think Katy Perry’s Super Bowl performance is news – it wants to have the best, unique, engagable content for your viewing. If you think the price of oil touching $49 is news – it wants to put you inside a barrel of oil (figuratively). If you think Justin Bieber’s style is the most relevant subject matter – it expects to be able to tell you when the pop star leaves a store in real-time. But to be able to do this of course it needs massive adoption and it needs credibility. One to create content supply and one to keep content demand high.

News Lab will help with all.

News Lab will help content creators develop the actual story – even create a story by showing them what’s trending (if they’re looking to volume produce). Google will deploy its productivity suite as a part of News Lab. For the record, Google’s productivity suite isn’t exactly Microsoft’s (NASDAQ:MSFT) but it beats open label tools available on the internet.

From there Google will deploy a suite of “visualization tools” – it’s still a bit unclear as to exactly what these are but I’m assuming an open-architecture article layout builder complete with filters and overlays. Think if WordPress and Instagram had a baby (or what we’re all assuming TheGrid will launch if it ever gets launched). I’ll confirm this for readers as more information can be confirmed.

Most importantly Google will proceed to help with distribution, the single biggest hurdle in front of a story reaching a positive outcome (read: getting clicks). Guys, when it comes to distribution I would argue Google’s only competitor is Facebook. In fact, if Google wants to open up its algorithm for preferential treatment of News Lab content it will have no competition. I think Google intends to do just that by the way. This is a large reason I’m writing this article.

Finally, Google will help you optimize your content by opening up its analytics. Now, I currently use a watered down version of Google Analytics for my digital properties and it works fine in conjunction with the hosting platforms analytics. But, it’s nothing mind blowing. If Google wants to open up its Analytics to a further level of granularity for News Lab contributors that would also be a big change-point. I think that would materially change the participation rate and the efficacy of content creators. Again, I think Google intends to do just this. It just makes too much sense.

More content and more effective content means more users. More users mean a more attractive platform for advertisers and content creators. A more attractive platform for advertisers means more attractive equity to investors. You can see pretty clearly why getting News Lab right matters and why News Lab is newsworthy.

Google investors should be very interested in how News Lab develops. In my opinion, this endeavor isn’t just more realistic than Google’s Work initiatives, I think it’s more important longer term.

That’s right, I do. I think if Google can execute News Lab and make it the primary destination for news and real-time content as its Search is the primary destination for search that it can become the most valuable company in the world. That’s also right, the most valuable.

The sheer size of the news and advertising spaces on a global basis and the convergence of them coupled with the now everything online, everything accessible at any point in time in this new world we live in would be enough to do that for Google. With Google’s current ecosystem as a backdrop for integration, led by search, I could very easily see it running to the top of the leader board. The use cases and monetization opportunities of a platform like News Lab are literally endless. There are very few times in any sector you get to say that. It’s appropriate here.

But again, Google isn’t alone. Apple, Facebook, Twitter and thousands of other global names are trying to get to this point first to be the early taker of market share. So Google needs to do, and should do, whatever it takes to get there first. I think it stands better than a punchers chance at doing that.

I’ll continue to track News Lab and update readers as developments take place. Who knows, maybe I’ll update everybody from inside the News Lab platform.

Good luck everybody

Advertisements
Categories: Uncategorized
  1. No comments yet.
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: