The Content Dump, Vol 4: Why AI Mode Will Change The Role Of SEO Forever
And 100+ new Google AI updates you need to know about it.
Welcome to The Content Dump, our weekly round-up of the brands, campaigns and content we’ve been loving this week. Every Sunday, we’ll be curating the content moments you need to know about — ready to inspire you to create some magic in the week ahead.
This week, we’re chatting all things slowmaxxing (and what it means for your content strategy), diving into the 100 new AI updates from Google, exploring why going private on TikTok can actually skyrocket your following and showing you how to use customer FAQs to inspire your next social post.
Okay, let’s dive in. ✨
🗞️From The Headlines
⭐ Google announces 100 new AI updates that will change the state of search forever
At Google’s recent I/O 2025 summit, the team announced over 100 changes to the way Google operates. As expected, AI is at the core of almost all of these changes.
It makes sense considering that usage of AI tools has risen by 50x over the past 12 months, according to Google.
There are stacks of updates rolling out across Google soon, particularly when it comes to GenAI content creation tools. Veo 3 will now allow you to generate videos with audio, while Imagen 4 now generates strikingly realistic images with fine details on skin, fur, and intricate textures (and will soon come in a Fast version, allowing you to generate content 10 times faster than Imagen 3).
But when it comes to the state of search, AI Mode will change the way we use Google forever. While currently only being rolled out in the US, AI Mode operates in a similar way to ChatGPT or Claude. Ask questions and you’ll be served curated content, written in a format that suits your query best (whether that’s a day-by-day travel itinerary or a curated restaurant guide to a city).
The biggest change is the move towards Google delivering all the information directly within the search engine, rather than driving organic traffic to your own website. This ‘zero click’ experience will likely result in a drop in site visitors and page views, and will force brands to level up the quality of their content to prioritise original insights, domain authority and deep expertise.
Dive into the full list of AI-related updates coming soon to Google.
⭐ Meet slowmaxxing, the new self-care trend taking over TikTok
When was the last time you made bread from scratch or intentionally spent 15 minutes brewing the perfect coffee? In an era where we’re taught to strive for peak productivity and optimise every aspect of our lives, a cultural shift is happening that celebrates a slower daily routine.
And that’s where slowmaxxing enters the chat.
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ICYMI: Slowmaxxing is all about slowing down, ditching multi-tasking and focusing on appreciating life’s little moments. It’s a trend taking over TikTok, encouraging us to read longer books, get comfortable with silence (rather than filling it with music) and take the time to do one thing at a time.
In the world of digital marketing, we’re taught to create content that’s short, snappy and bite-sized. Attention spans are shrinking! 10 seconds is better than 30 seconds! Don’t forget a punchy hook!
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We’re not saying any of this is bad practice. But the slowmaxxing trend points to a shift in consumer behaviour. People are craving slower, more intentional experiences. Audiences will read long-form content if it’s crafted with care, or tune into a one-hour podcast if it delivers an engaging, thought-provoking conversation.
The takeaway? Stop sweating the word count and start doubling down on intentional, considered and compelling storytelling.
🔍 Founder Spotlight
⭐ Millie Marconi explores what it’s like to pivot in public as a non-technical founder
Startup founders: If you’re looking to add a new voice to your LinkedIn feed, make sure to give Millie Marconi a follow.
She’s the founder of Yesterday, a platform building specialised AI tools tackling specific professional, work-related pain points.
Millie is pivoting in public or “navigating the messy middle of a startup pivot - that challenging space between what was and what will be”, as she puts it. She’s documenting and sharing what it's like to deal with the chaos and uncertainty of relaunching a startup and transitioning off the back of market insights and emerging opportunities.
Curious to hear more? Millie is hosting a free webinar this week (June 4th, 4-5 pm AEST on Zoom) with the team at Antler to share her journey, her user research playbook and what she’s learnt generating a thousand waitlist signups in weeks.
Register and secure your spot, and make sure to give Millie a follow on LinkedIn.
⭐ Pup parents: Paloma Newton is building a solution to unlock more good years with your good boy or girl
As a dog mum, I’m a big fan of what Paloma Newton and the team at Elita Genetics are working on.
Elita Genetics are Australia’s first stem cell bank dedicated to pets. Translation: they’re able to store your dog’s healthiest cells during a routine procedure to give them the best shot at recovery from illness or injury — using their own biology, not harsh drugs or invasive surgeries.
The positioning of this startup is so clever. The team have taken an insight (pet parents want to do everything they can to ensure a long, healthy life for their pets) and leveraged this messaging to explain what they do.
Stem cell banking can easily become complex and clinical, but Elita Genetics focuses on emotive storytelling to show the value of the service they’re offering.
Give Paloma a follow to watch as she builds this exciting pet health startup in public.
👀 Ideas To Swipe
⭐ Grill’d goes private on TikTok to grow its following by +350%
Who knew that going private could actually skyrocket a brand’s following and growth on social media?
We recently spotted a LinkedIn post from Caitlin Emiko (the brain behind PR and digital marketing agency, We Are Gen) talking through the social strategy she rolled out for iconic fast food franchise, Grill’d.
Here’s what they did: Grill’d turned its TikTok account private to create an exclusive club, engaging influencers to drive awareness and reach.
The private account turned into a VIP club of loyal followers, given access to exclusive giveaways and never-before-seen content.
The results speak for themselves: In just 30 days, this strategy led to a 350% follower growth, going from 11K to 50K followers, along with 10M+ reach through word of mouth, influencer mentions, and features in publications like Inside Retail and QSR Media.
P.S. We’d highly recommend following Caitlin on TikTok for regular tips, tricks and expert advice for how to grow on TikTok and beyond.
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🫶🏻 Content we’re crushing
⭐ July uses customer FAQs to inspire and inform its social video strategy
Travel company, July, is best known for its oh-so-aesthetic luggage and work bags. This Aussie label has been going from strength to strength and killing it on social media for years.
As an early mover on TikTok, July has mastered the art of creating content that their audience actually cares about.
Take this example: On TikTok, July uses the comment reply feature to answer FAQs from real customers, filming product demo videos to showcase their core product features in action.
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From bag sizing to carry-on limits, these practical videos help to move buyers through the purchasing journey by addressing pain points and questions head-on, giving buyers added peace of mind that they’re buying the right suitcase or bag, even when shopping online.
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Take this as your sign to start using your comments, DMs and customer service enquiries to inspire your next video or post on social media.
And that’s a wrap! See you next Sunday for another dose of all things content. ✨