11/06/2026
What does it take to earn attention from endless online content? 🤳🏻
Last week, we partnered with Bench Media for our second Archetype Connect of 2026.
One idea that carried through the evening: attention can’t simply be bought or optimised for. It has to be earned.
A huge thank you to our panellists Billi FitzSimons (The Daily Aus), Lauren Meisner (Centennial World) and Dr Brittany Ferdinands (University of Sydney), and to Nate Vella (Bench Media), for hosting and providing a thought-provoking discussion on algorithms, authenticity and audience behaviour.
Some key takeaways from the conversation:
1️⃣ Reach is becoming a vanity metric. Relevance, resonance and meaningful engagement matter more than ever.
2️⃣ Shares and saves are increasingly more valuable than likes. The strongest content sparks action, not just attention.
3️⃣ Community is the new advantage. The brands building loyal audiences and genuine advocacy are creating a competitive advantage that algorithms can’t replicate.
4️⃣ Direct relationships matter. Newsletters continue to thrive because they create connections that aren’t dependent on changing platforms and feeds.
5️⃣ As AI-generated content becomes more common, human insight, creativity and authenticity become even more valuable.
Thanks to everyone who joined us - one of our best Connect discussions yet!
We’re already looking forward to the next conversation. 💡Stay tuned...
