The PESO Model – Unifying Paid, Earned, Shared, and Owned Media Strategies
The PESO Model (Paid, Earned, Shared, Owned) is a content marketing framework that unifies and streamlines media strategies. First popularized by Gini Dietrich’s 2014 book Spin Sucks, the model focuses on integrating Paid, Earned, Shared and Owned media efforts.
As the name suggests, Paid Media refers to any marketing strategy that involves a paid placement, such as print advertising, radio or TV commercials, or paid search ads. This also includes social media pay-per-click campaigns.
Earned Media encompasses marketing activities that generate engagement through non-paid channels, such as review sites or social media mentions. This also includes media events or influencer partnerships.
Earned Media Excellence: Mastering the Art of Media Relations in PESO
Shared Media is a relatively newer sphere of PR that includes user-generated content and co-created partner content. This category can help boost visibility and reputation by improving trust with consumers.
Owned Media is a business’ own media content. This includes websites, videos, podcasts, e-books, and blog posts. It can even include content a business outsources to freelancers – as long as the copyright remains with the company.
A comprehensive owned media strategy can benefit businesses in many ways. It can improve SEO, create a platform for brand advocates and loyal customers to engage with the brand, and drive traffic. It can also answer questions your clients, stakeholders, family, friends, and trolls may have, which can elevate the brand and its reputation. And lastly, it can serve as a powerful tool to measure and demonstrate ROI with metrics like click-through rates, opt-ins, and media equivalencies.