What does Google Glass mean for Content Marketing?

[dropcap2]S[/dropcap2]o it looks as though 2014 might finally be the year when we welcome and fully embrace wearable technology into our daily lives. Up until now, there have been a few efforts by leading tech manufacturers to try and gain an upper hand in this new consumer space, but for the most part these endeavours have been largely unsuccessful.

However, with both Apple and Samsung looking to do battle once again, this time in the world of smart wristwatches, and Nike continuing to put faith in its Nike+ FuelBand fitness-based bracelet, wearable technology looks like it is here to stay.

But there is one product in particular that looks to be leading the way in hype, conversation, excitement and even criticism.

Of course I am talking about Google Glass. The wearable piece of tech featuring a head-mounted display is the search engine giant’s attempt to produce a mass-market ubiquitous computer. Ever since its inception and reveal, reactions have been somewhat mixed. But there is no doubting that Google Glass has created a huge amount of buzz among excited consumers.

Whether this buzz converts into sales is another question, as a survey by mobile applications specialist BiTE interactive revealed that certain consumers would not be interested in purchasing Google Glass if it was available and affordable.

Even so, is this next generation bit of kit solely aimed at consumers? What about businesses, brands and marketers? Surely there is some potential for everyone to benefit and prosper from this brand new product offering?

While I’m not convinced the world is ready to full accept Google Glass on the street, at work or even in the home, the concept of wearable technology is definitely worth preparing for, especially for marketers.

So, what is Google Glass?

The concept behind Google Glass is incredible, but how it works is much simpler than you might expect.

How Google Glass Works

As visualised by the image above (source: Droid Life), Google Glass features many of the components you will find in a smartphone or tablet. Rather than controlling the device physically, though, functions are performed via natural voice commands.

Therefore, just say the word and Google Glass will connect to the internet, send messages, take pictures, record videos, translate languages and perhaps most importantly for us in the world of marketing, access online content.

So what about interacting with and using Google Glass in real-world situations? Well this is a little bit difficult to predict at the moment, as the device is not yet publicly available. However, app developers have been getting their hands dirty for a while now, developing titles that should indicate what we will use our new favourite pair of spectacles for.

According to a blog post over at Mashable, the potential applications and functions of Google Glass could be incredibly far-reaching. One app takes pictures every few seconds when it detects the presence of faces while another transcribes spoken words onto the display for someone with impaired hearing.

While facial recognition and transcribed speech is nothing new, the fact these functions would be taken care of without having to do or say anything is quite remarkable. It becomes even more amazing when you consider the fact that these tasks are not necessarily what we would need on a daily basis.

What Google Glass means for Content Marketing

Google Glass

Accessing emails, reading news reports and interacting with social media would presumably be even easier than it is at the moment. While broadcasters and media outlets will undoubtedly be researching how they can adapt and fit in with these changes, where does it leave searching for online content and digital marketing?

You may think preparing for Google Glass now is a little bit premature, but if any of the predictions on MarketingLand’s blog come true, content marketing will be changing forever.

No more search results

Just like Apple’s personal assistant application Siri, Google Glass will display search queries with small info cards, not a long list of results with clickable blue links. Navigating these info cards requires the user to swipe forward with their hand.

Even if the user doesn’t mind performing this rather awkward gesture, securing either the first or second Google search ranking with your preferred keyword is imperative. If strong ranking performance is not possible with more competitive keywords, maybe it is time to concentrate on less popular searches by the time Google Glass hits the mainstream.

Multi-lingual content marketing

Another interesting point is the translation feature. With Google Glass able to translate spoken words and even foreign language signs into your native tongue, content marketing becomes even more international than it was before.

Soon, there may not be regional Google domains and simply one universal website for the entire world. Therefore, multi-cultural content marketing, coherent keyword translation and identifying key markets abroad will be of the utmost importance.

Social media battle

While Facebook and Twitter are top priority for digital marketers and content writers, it might be time to reconsider Google+, as this is heavily integrated into Glass. In fact, it looks like you’ll only be able to share pictures and updates with Google+ contacts and circles, not your Facebook friends.

So if Glass does become a hit, there could easily be a social media revolution. It is difficult to imagine Facebook losing its presiding dominance, but with advertising budgets moving over to Google+ and more search results starting to appear from contacts and circles, it might be time to re-think your priorities.

Personalised and quality content

As we already know, Google rewards websites that constantly publish new and original content. This copy must also be interesting and engaging so that the audience share this work and keep returning to the page. However, the highly personified and instantaneous nature of Google Glass will place an even bigger emphasis on quality.

The small info cards that display search results and information will have to be clear, concise and to the point in order for users to continue browsing on your site. On top of that, while searching with Glass you will be automatically logged into your Google account. Personalisation capabilities will be stronger and results are bound to be more dependent on specific audience demographics.

The bottom line – Google Glass matters

Google Glass Cat

While it remains to be seen whether Google Glass will be an instant success when the device finally receives widespread release, there is no doubting its potential. With even the most routine tasks becoming even more easy and straightforward, those looking to perform smartphone-type tasks without having to physically input commands will undoubtedly look to Google Glass.

But what does this mean for digital marketing and content writers? Well, the way we go about creating, positioning and producing content looks like it could change forever. If Google Glass does become as popular as smartphones and tablets, marketers will have to re-think the way they go about publishing content.

From reevaluating keywords and better translation to social media priorities and personalised content, things could never be the same again…

Comments (1)

  1. It’s great to see people that explain it until the clear point why adapting to Glass is important what are the real changes that will come. Building a Google plus profile seams more important each day not just cause of wearable technology. I highly value the fact that you got into more detail with the multi-lingual content marketing because I didn’t know that before.

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