Blog

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 and more by coherence, clarity and trust. That changes everything...

2 min read

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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 was struck by just how fast the landscape has shifted....

5 min read

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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 the AI search landscape. Brands invisible to generative AI platforms...

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 performance, and leadership wants clear evidence of what’s working. That’s...

5 min read

Why-the-best-content-teams-are-hiring-strategists,-not-just-writers

Why the best content teams are hiring strategists, not just writers

Around the world, over seven million blog posts are published daily. Whether it’s a personal post or company-owned, there’s a lot of content flying about....

6 min read

Why-smart-marketers-are-adding-GEO-to-their-SEO-strategy-(not-replacing-it)

Why smart marketers are adding GEO to their SEO strategy (not replacing it)

Let’s clear something up right away: SEO isn’t dead. That long list of blue links on the Search Results page aren’t disappearing any time soon....

7 min read

AI and the rise of single use content

AI and the rise of single use content

In the age of AI, your content needs to be less PotNoodle Democratiser or devaluer? A lot of debate around AI in the world of...

5 min read

PR,-SEO-and-the-rise-of-GEO_-How-we’re-adapting-to-the-new-rules-of-search

PR, SEO and the rise of GEO: How we’re adapting to the new rules of search

In digital marketing, we’re used to things changing. Algorithms update, platforms shift, tools come and go. But every so often, something bigger comes along-something that...

5 min read

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