In partnership with
I’m launching a weekly series designed to give you a clearer view of where Digital PR opportunities actually sit across different industries.
Each edition combines search data, behaviour shifts, and real-world context to show where stories can be built that earn both coverage and rankings.
It’s made for freelancers, in-house teams, and agencies who need a fresh set of eyes, stronger angles, or a more consistent approach to ideation.
This week, we’re starting with the UK motoring space, and this one’s free 😁
We analysed rising UK search behaviour across the motoring category, and the takeaway is simple:
“Drivers aren’t searching for cars. They’re searching for problems, costs, and decisions”
The Fastest-Rising Motoring Searches
Recent search trends show consistent growth across maintenance, insurance, and ownership behaviour:
Service for car (+32%)
Add insurance (+24%)
Insurance on car (+22%)
Transmission fluid (+16%)
Front brake (+15%)
Wheel replacement (+15%)
Car purchase (+15%)
Key battery (+14%)
Full insurance (+14%)
Car check (+9%)
Car sticker (+8%)
Car cleaner (+7%)
Data sources: Glimpse (Google Trends), Google Trends, Ahrefs, SEMrush
What This Actually Means
This isn’t just keyword growth. It reflects how drivers are behaving right now.
Maintenance Is Being Delayed, Not Ignored
Searches around servicing, brakes, and fluids are rising, which suggests:
Drivers are researching before committing to repairs
More people are attempting basic checks themselves
Maintenance is being pushed back where possible
PR angle:
Drivers are trying to manage costs by delaying or handling issues themselves.
Insurance Is Becoming a Pressure Point
Searches around adding and reviewing insurance are increasing quickly.
This tells us:
Drivers are actively reviewing policies
More people are making changes mid-term
There is growing confusion around what’s actually covered
PR angle:
Cost pressure is pushing drivers to rethink their cover, which creates risk.
Car Ownership Is Becoming More Reactive
Searches like “car check”, “wheel replacement”, and “key battery” point to a shift:
Drivers are reacting to problems as they happen
Preventative maintenance is taking a back seat
Small issues are becoming trigger points for action
PR angle:
A “fix it when it breaks” mindset is becoming more common.
Why This Matters for Digital PR
This data gives you something most campaigns don’t have:
“Real behaviour, backed by search demand.”
That means:
Journalists recognise the story immediately
Audiences relate to it
Google already sees demand around it
The Layer Most People Miss
Search data alone is not enough.
To turn this into coverage, you need to combine it with:
Regulation
Risk
Real-life behaviour
Using sources like GOV.UK and the Highway Code allows you to turn simple searches into newsworthy stories.
Example: Turning One Trend Into a Story
Trend:
“Service for car” (+32%)
Basic content angle:
How often you should service your car
PR-led angle:
Drivers delaying car servicing as searches rise, risking higher repair costs
Now layer in:
Legal responsibility to keep vehicles roadworthy
Cost-of-living pressures
Seasonal travel periods
You now have a story that works across:
National press
Finance
Lifestyle
Parenting
Example: Combining Trends Into One Campaign
You don’t need one keyword per story.
You combine them.
Campaign idea:
The UK’s “fix it when it breaks” driving culture
Using:
Car check
Service for car
Brake and wheel searches
Insurance behaviour
Headline angles:
Drivers delaying essential car maintenance as costs rise
The car problems Brits are Googling instead of fixing
How rising costs are changing how the UK looks after its cars
How to Turn This Into PR Opportunities
Use this framework:
1. Identify the behaviour
What is the driver actually doing?
2. Add risk or consequence
Legal, financial, or safety
3. Tie it to a real-life moment
Moving house, road trips, seasonal changes, cost pressures
4. Build the headline first
Think like a journalist, not a marketer
Where the Strongest Stories Come From
The best motoring campaigns don’t come from brainstorming.
They come from understanding:
What drivers are doing
What they should be doing
Where the gap is
For example:
Overloading cars when moving house
Delaying brake or tyre checks
Misunderstanding insurance cover
These are everyday behaviours, but they carry real consequences.
That’s what makes them newsworthy!
Search trends show you what people are worried about.
Regulation shows you what they should be doing.
The story sits in the gap between the two.
Each week, I’ll be doing the same across different sectors, breaking down what people are actually searching, what’s changing in behaviour, and where the real PR opportunities sit.
The idea is simple, give you a clearer framework to work from so you’re not forcing angles or second guessing what will land.
More coming next week.
Feel free to share this and tag us on LinkedIn if you found it useful 🙂
Soph
The best marketing ideas come from marketers who live it.
That’s what this newsletter delivers.
The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, done that, and are sharing the playbook.
Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.
Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.
