"We in media have a bad habit of viewing the world in our image. We think the internet is a medium (I say instead it’s a place; this Cisco post says it is a language). We in media also think we get to define what content is: It’s what we make.
But Google, for one, doesn’t define content that way. It sees content everywhere, in everyone’s words and actions and it gains signals, knowledge, and value from that. We in media are blind to that value because we can’t see the content in that."
I urge you to continue reading here