Generating web traffic is a highly strategic process. When resources are limited, it’s difficult to assign priority to platforms, in terms of spending money and time. Should we invest more into owned media? Or rather, aim to increase our earned media? More importantly, how do we strike a balance between the two that will reap conversions? These are common questions within the PR and marketing community.

We know that by generating traffic, we’re accumulating views, then transforming views into conversions, and conversions into profit. Therefore, a tactical plan for boosting web traffic is crucial and the strength of the strategy here will determine successes further into the funnel.

A data-driven approach will elevate the content

The changing nature of content marketing is making it a challenge for brands to keep up with the new demands of consumers and to increase their click-through rates. Consumers are now looking for regular content that is relevant/on-trend in their community. But, while content rules, data is its loyal supporter, and if we’ve learned anything from history, the power is in the support.

By using a combination of marketing insights and killer content, brands can create data-driven messaging that has been clearly identified as a point of interest for their target markets. So, how can we use data-driven media to boost those all-important web traffic rates?

Source: Meltwater, Digital Marketing Insights

Owned Media

Owned media refers to the channels a company controls. This includes social media accounts, a company blog and/or website, for example. Owned media typically generates more web traffic, given the prevalence of the brand authority in Google’s SERPs. To drive more web traffic. Look at these owned media examples with a worthy ROI as an example. 

  • Video Marketing –  The use of video in your social strategy is now an essential tool to drive web traffic. According to Forbes, viewers are 95% more likely to remember a call to action from a video, in comparison to a website. By creating dynamic videos, social scrollers are instantly drawn into your content, meaning they can easily absorb your call to action.

  • Infographics – Infographics are a great way to generate web traffic. Using a combination of data and striking designs, infographics can be powerful tools for social media. Remember, it is important to keep the theme on brand, using your primary colours and fonts – but always adding flair based on the topic.

  • Blog – Your brand blog is a simple way to develop and nurture customer relationships. By regularly discussing trending topics and related industries, you’re building a sharing point for those who land on your page – which will, in turn, direct more traffic to your site. The key benefit of a blog is the SEO boost it gives to your page. A blog that is populated regularly with relevant content will bring more traffic to your site by capitalising on keywords that consumers are searching for.

Earned Media

Earned media is what most marketers aim to win. It refers to when the public and the press share your content or mention your brand. It is based on a voluntary mention of your brand that you have “earned” through past marketing/branding efforts.

Aligning with the needs of Generation-Z, brands are shifting their focus from image to community, making earned media a key metric to monitor for 2020. When aiming to generate earned media, social listening and user generated content are the most effective tools.

  • Social Listening – News/ Social – are not a form of earned media but they are essential for monitoring media coverage. They enable you to filter through the noise and have a comprehensive overview of where you’re appearing online. This data is organised by the amount of mentions across news and social media. This is then divided into categories, such as the sentiment of the conversations, keywords and insight into trending themes. Breaking down these areas of your earned media will push data-rich marketing decisions, resulting in more targeted communications.

  • User Generated Content – UCG enables consumers to be actively involved in a campaign that you’re promoting. Reusing customer photos, holding a social competition or hashtag thread are all ways to utilise UGC. By doing so, you are keeping your consumers in the loop and creating a brand community, as opposed to one-way communication. This is especially important in driving web traffic from a younger demographic. 

Paid Media

Paid media refers to when a brand pays to leverage a third-party channel. For example, using PPC advertising, social media banners and display ads. Google Adwords is a prime example of a valuable channel to generate web traffic through paid media. 

  • Google AdWords – This tool should be used tactically. When choosing keywords, be sure to use competitive intelligence to gain the optimal position in the playing field. Meltwater’s recent product launch, the ‘Digital Marketing Insights’ report allows brands to get a centralised view of their competitive landscape. It offers insight into competitor ad spend, the top keyword bids and the percentage of web traffic these keywords are driving. The DMI insights will enable brands to direct a clear Google Adwords strategy, using actionable insight to make informed marketing decisions.

Source: Meltwater, Digital Marketing Insights 

Traffic, traffic and more traffic!

Data-driven insights are the key to boosting your web traffic and creating those all-important conversions. For owned media, aim to be consistent and clear in your branding. Your earned media should be a reflection of your owned media, and must go hand in hand. Paid media should be used strategically – using competitive intelligence to get the most out of your keywords.

When it comes to driving web traffic, the key is consistency, relevancy and clarity. By forming a powerful online presence, you are more likely to engage an invested audience. A lack of consumer insight and competitor intelligence  will result in poor innovation, ultimately leading to a lack of excitement created by your page. Moving into 2020, brands will rely on data-driven insights to filter through the noise and inform their communication strategies. Content alone will no longer drive the engagement rates. But, aligning killer brand content and actionable insights you can push your web traffic rates to the next level. The question is, have you got the data you need? 


  • Owned Media – Channels your brand controls, i.e. your website/blog.
  • Earned Media – Customers, influencers or news outlets linking to your brand’s website.
  • Paid Media – Brands pay to leverage a channel, i.e. Google AdWords.

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