Did you see the news? Google is carrying forth with its strategy to become a content marketer with the latest acquisition of Frommer’s travel guides for $25 million. In the world of travel guides, I wonder if that’s a lot of money? When you look at what Facebook paid for Instagram; it’s peanuts.
I, for one, love Frommer’s. It’s my travel guide of choice along with Lonely Planet. Last year, Google bought Zagat Reviews, and you begin to see the strategy unfold with its launch, too, of Google Flight Search.
Talk about becoming content kingpin in the travel and hospitality industry over night, eh?
So, what does this say about search engine Google now owning hot travel sites where hotter content rules? Because it can, it is diversifying in a sector that caters to a wide demographic from teens and tweens to mommies, business folk, seniors and great seniors. How smart is that for a strategic move?
I don’t have to tell you that Google has opened up new and huge opportunity and successfully diversified its interests; much to the chagrin of Yelp and Yahoo!
What’s Your Google Strategy?
Here are some tips you might parlay in your own neck of the woods:
- If you’re @RalphDopping or @PattySwisher who work in the architectural fields, perhaps their firms might join forces with a construction company or launch their own. Small construction is still a good bet (versus building high-rise office structures), and perhaps architects can earn a greater piece of the pie.
- If you’re @KaarinaDillabough who works as a business and life coach, is there a way to boost business by developing killer content that encapsulates tips for the stressed mommy entrepreneur? She can build a new channel that way; open new doors.
- If you’re @NeicoleCrepeau who owns Coherent Interactive, a digital web shop with marketing analytics, perhaps she could partner with Soulati Media, which brings solid PR experience to marketing teams.
- Adam Toporek diversified his brand; I watched the whole thing. He decided to refocus his brand new blog on customer service and went dark awhile as he rebuilt the site and now targets content specific to that topic. Now, when I write my customer service stories, I always shoot them to him as they fit better on his blog than mine. What’s he done? Become a content expert in that sector, just like Google is doing in hospitality and travel.