What Google’s latest I/O updates mean for content marketers at B2B brands

How the announcements from Google I/O 2023 will impact content marketing strategy and the biggest takeaways for B2B brands.

By • May 11, 2023

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Yesterday was Google I/O, Google‘s annual developer conference. Unsurprisingly, they addressed AI — a lot — but there were a few more interesting nuggets if you listened closely.

Here are the biggest takeaways from Google’s recent I/O announcements for content marketing.

1. Google’s new PaLM API and MakerSuite allow developers to easily create their own generative AI-powered tools.

According to Google I/O 2023, anyone can “create and prototype prompts directly in your browser… no machine learning expertise or coding required.” This will mean even MORE niche AI-powered apps and tools for hyper-specific use cases. I expect to see more tools being used for lead generation, especially by larger B2B SaaS brands.

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2. Generative AI is coming to improve Google Search.

We knew this one was coming! Rather than clicking through several search results or depending on generic featured snippets to find what you need, Google will now add more context using AI. After a user searches for a query, Google will start a conversation with the searcher to make the process of finding information, shopping, or conducting business online faster and more intuitive. For content marketers — this is a chance to rethink how you structure your content and place it in context. Provide anecdotes and real life experiences, answer detailed questions with recent data, and provide actionable next steps to help your audience get what they need even faster. (Sign up to try out AI-powered Google Search here.)

3. Wearable tech has grown by 5X, prompting updates to app experiences for the wrist.

At an I/O 2023 keynote, Google announced that “wear OS active devices have grown 5X since the launch of Wear OS 3”, and they encourage developers to create “a great app experience for the wrist” using the new “Watch Face Format”. How is your content marketing strategy approaching wearables? Even something as simple as the copy in your push notifications can engage users on the go and help build a better relationship with your brand.

4. Geospatial Creator makes it easier for developers to create custom AR content.

Geospatial Creator is a new suite of geospatial tools that allows developers to build immersive AR experiences in a virtual world. This could be a huge opportunity for event marketing installations and region-specific marketing campaigns.

5. “About this image” is a new tool coming out that will provide context on when images were originally uploaded and where they were published.

Google is releasing a new tool called “About this image” that will help identify the original source of image-based content online. Brands — consider hiring photographers to create custom photography as a way to share proprietary images that are high-quality and indexed with your brand as the original source.

We’ll be keeping a close eye out on these launches and how they impact search results, content marketing strategy, and conversion strategy. Keep up with us on LinkedIn and stay tuned for more on how these changes affect marketing performance.

This post was originally published on LinkedIn.

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