Blog
Perspectives, predictions and provocations. Penned by the people of Archetype.
Why bother writing in the age of AI?
A creative writing professor at MIT recently described his meeting with a new class, having found that many of the students had used AI to...
Big tech just said the quiet bit out loud: GEO builds on good SEO, and good SEO still needs originality
Google has published its clearest advice yet on how to show up in AI Overviews and AI Mode. Meanwhile, LinkedIn has AI slop in its...
VISTA: the framework for building brands that get seen, trusted and chosen
Why fragmented communications no longer work – and what to do about it. The communications industry has spent the last decade talking about integration. The...
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 work and getting none of the credit. What this article...
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 for permission to act. The theme for Earth Day 2026...
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 format and lose the battle for attention before they reach...
6 min read
Meatspace is the next vibe shift for brands
Two years ago, I declared that generative AI would kill content as we know it – not because models couldn’t write, but because they’d make...
5 min read