Perspectives, predictions and provocations. Penned by the people of Archetype.

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2026 signals change at Archetype

As discovery increasingly shifts to AI-mediated environments, effective brand strength is determined less by volume...

2 min read

GEO Content Optimisation (4)

Your earned content and your FAQ pages are now linked. You need both to stand out

If your website content isn’t structured for retrieval, your PR activity is doing all the...

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White storks are coming home. Here’s why we’re helping

April 22 marks Earth Day – and this year, the message is simple: don’t wait...

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From reports to blogs: pick the format that fits the idea

Every business has compelling ideas to share. But… too many end up in the wrong...

6 min read

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Meatspace is the next vibe shift for brands

Two years ago, I declared that generative AI would kill content as we know it...

5 min read

A black and white line drawing showing the lower body of a person climbing a ladder against a light purple background.

Embracing the evolving media landscape: four power plays for PR in 2026

Returning from nine months of maternity leave and diving back into the communications world, I...

5 min read

A simple line drawing of a hand holding an open umbrella turned upward, catching raindrops. Inside the umbrella, flowers are growing, symbolizing protection, growth, and optimism in the rain. The background is a light blue color.

Five steps brands can take to build AI search resilience

Key Takeaways: ChatGPT reached 800 million weekly active users in September 2025, dominating 80% of...

6 min read

The-attribution-puzzle_-How-to-crack-marketing’s-toughest-challenge

The attribution puzzle: How to crack marketing’s toughest challenge

Every marketer is under pressure to prove ROI. Budgets are scrutinised, KPIs are tied to...

5 min read

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