Issue 53

COMMENT

Being creative on demand, evergreen content, pandemic dating savings, and many Valentine's Day campaigns

Morning,

It was Valentine's Day at the weekend, so there were naturally a lot of PR campaigns based on dating and relationships, some featured in this issue.

I've also curated some great articles this week on a range of subjects, including creativity, evergreen content, pitch emails and I have snuck a bit of SEO in here too! The last article evaluates visible vs. invisible content, which is useful to a lot of people in a lot of digital industries.

Have a great week,

CAMPAIGNS

The names of couples most likely to go the distance based on cake orders

Personalised cake delivery service bakerdays has analysed their order data to see which names are most likely to couple up, as well as the names of couples most likely to celebrate serious relationship milestones through the medium of cake.

Based on Valentine’s cake orders, they found the names of people most likely to get together and order a cake are Sarah and Michael, Jessica and Chris and Emily and James.

New formula shows how much time lockdown has added to relationships

The formula – which has been created by mathematician Bobby Seagull and Groupon – considers major factors such as increased number of hours spent together (compared to a ‘normal’ year) and the number of weeks since the pandemic began.

Perfect storm: have the influencers selling a dream lost their allure?

The influencer economy was valued at $6.5bn (£5bn) in 2019, with around 20% of brands’ marketing budget spent with influencer posts. The power of the glossy, glamorous side of influencers remains undeniable for the moment – possibly because of a demand for escapism. And if some influencers lost followers while in Dubai, research from Rouge Media found Maura Higgins, who also appeared on Love Island, gained over 150,000 more.

The Cost Of Dating Virtually Compared To IRL

This figure calculated by Ocean Finance is based on a single person going on 13 dates a year – which a 2019 study found to be an average number. Campaign by Evolved Search.

ARTICLES

How to be creative on demand

Lost mojo is something that affects all of us, at least some of the time. So Tom May asked leading creatives how they switch on the creative magic when they genuinely need to. And he shares some of their best solutions in the article below.

SLLAM: How subject lines are the key to successful outreach

We only have so much control on the headlines that end up in the coverage. The aim of this isn’t to try to secure the best headline for a client, it’s to do some of the work for a journalist. This could be not wasting their time with false promises, allowing them to see the story in their house style, and showing them the standout numbers and surprises without having to dig for it.

The more work you do at the pitch stage, the less work they have to do at the write-up. Article by Alex Cassidy.

The Big Myth of Evergreen Content

Evergreen content isn't immortal. Here's why the idea of evergreen content is a myth and what you need to do to keep it alive. Article by Brittany Berger.

Anatomy of Top Performing Articles: Successful vs. Invisible Content [2021]

Using their data – and guided by marketing curiosity – we analyzed the visits, backlinks, and social shares of 1,200,000+ articles we picked from domains with a blog section that had from 30,000 up to 500,000 sessions. We tried to establish the correlation between metrics and different text elements and characteristics. Article by Alina Petrova.