Insights

For almost two decades, SEO followed a relatively simple logic: Rank higher. Get clicks. Generate traffic. That model is now changing faster than most companies realize. In 2026, users increasingly interact with AI-generated answers before they ever reach a website. They ask ChatGPT for recommendations. They read Google AI Overviews instead of scrolling through ten blue links. They compare suppliers through Perplexity summaries. They rely on conversational interfaces to filter information for them. Search is becoming an answer layer. And that changes what visibility means. Today, a company can influence…

At our latest Morning Focus session, Susanne Todnem — founder, marketing strategist, and advisor to companies ranging from listed corporates to small businesses — gave her practical and witty take on AI in marketing. No hype and no prior coding knowledge required! Susanne started using AI the way most of us did, with a nudge to try ChatGPT and a vague curiosity that something big was happening. Jump forward a few years and she now runs her business with a Claude Cowork employee who never takes time off, and Petter…

Content, content, content… do you need more? Or do you need to make what you have work harder? With AI Overviews now appearing on nearly half of all search queries and platforms like ChatGPT, Perplexity, and Google AI Mode reshaping how people discover information, a single piece of content has more distribution potential than ever before. There’s no doubt that great content is still a foundation for growing your online audience. But creating it is only half the challenge – the real opportunity lies in what happens next. Let’s say…

Improve AI outputs by treating prompts like creative briefs We all know by now that AI isn’t a magic button – it’s perfectly capable of creating sh*t!  But like it or loathe it, AI is here to stay.  We’ve been experimenting with AI across content, strategy and creative work. Generative AI tools like ChatGPT, Claude and Perplexity can produce text, images and ideas at lightning speed. But the quality of the output depends entirely on the quality of the input.   Used well, it can speed up research, generate ideas and help structure content. Used poorly, it produces generic noise. One thing that’s clear: the quality of the output often comes down…

Morning Focus with Anette Veidung, CMO at Interwell “It’s only when marketing is strategic and not just tactical, it becomes a source and an amplifier of sales and growth. That’s why it belongs in the C-suite.”  This was the topic Anette Veidung, CMO at Interwell, had everyone chewing over at our first Morning Focus event of 2026.  Speaking candidly about her impressive, international career spanning beauty, biotech, green tech and oil and gas, Anette shared how marketing only creates real value when it’s treated as an essential commercial function – not a support act. And whilst industries, distribution channels and customers have changed over the years, the red thread guiding her work has always…

As 2026 gets underway, many communications teams are opening their planning tools and thinking, “we should really look at that… soon.” Resetting your PR strategy for 2026 doesn’t have to turn into a three-month internal project. With a few focused steps, you can move into the year with clearer insight, sharper priorities, and a PR plan that actually reflects where the business is heading. 1. Review your 2025 PR performance Start with a clear picture of how your company showed up in 2025. Review: Share of voice in your core…

It’s a new year! Amid year-end deadlines and project wrap-ups, marketing planning often gets pushed to January. Well, it’s January now. To ensure marketing supports growth in 2026, you must plan before the year slips away. If you need a clear plan, here’s our guide to creating a proactive marketing strategy for 2026. It’s practical, structured, and designed to maximize your year ahead. Start with Business Goals Before diving into campaigns or content, connect marketing to the larger strategy. What are the company’s goals for 2026? Revenue targets New markets…

In 2026, LinkedIn’s content ecosystem looks very different. The old “algorithm” that once rewarded posting frequency, timing hacks, and superficial engagement has been replaced by something much smarter, an AI-powered recommendation and visibility system called Brew 360. This shift isn’t a minor tweak. It rewires how content gets seen, who it reaches, and what actions truly drive influence on the platform. In this article, we unpack what Brew 360 actually is, why many old tactics no longer work, and how professionals and companies should adapt their LinkedIn strategy in 2026,…