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Why the PESO model is key to your content strategy


Marketeers love nothing more in than an acronym – some are just shortcuts to metrics like CTR (click through rate), others describe more of a model or framework. One of the more useful models is PESO. It stands for paid, earned, shared, and owned media. In this blog post, we’ll explain the PESO model and demonstrate how it can help your business.

What is the PESO Model?

The PESO model is a framework that divides a brand's marketing resources into four categories: paid, earned, shared, and owned media. Let's take a closer look at each of these categories:

Paid Media:
Paid media refers to any form of advertising that a brand pays for. This includes traditional above the line advertising methods such as TV and radio ads, as well as digital advertising such as Google PPC, native and social media advertising.

Earned Media:
Earned media refers to any publicity that a brand earns through word-of-mouth, reviews, or media coverage. This type of media is earned through the quality of the brand's products or services, as well as their reputation and relationships with customers and stakeholders.

Shared Media:
Shared media refers to any content that is shared by customers or stakeholders on social media platforms. This could include customer reviews, social media posts, and user-generated content.

Owned Media:
Owned media refers to any marketing channels that a brand owns and controls, such as their website, blog, and social media channels. This allows brands to control the message and content that is shared with their audience.

Why is the PESO Model Important?

The PESO model has gained traction over the years because it helps businesses ensure that they are covering all their bases and not overlooking any important areas.

In addition, the framework encourages businesses to take a holistic approach to their marketing efforts. Rather than relying solely on paid advertising or earned media, businesses can use a combination of all four categories to create a comprehensive and effective marketing strategy.

There’s also the opportunity to test ideas in the earned environment before putting paid media spend behind them. At TAN we’ve worked with many companies looking to amplify some of their best performing owned campaigns by adapting them for the publisher environment. 


How to Implement the PESO Model:

Implementing the framework requires careful planning and execution. Here’s 4 key steps to follow:

Define Your Goals:

Before you can implement the PESO model, you need to define your marketing goals. What do you want to achieve through your marketing efforts? Do you want to increase brand awareness, drive traffic to your website, or generate leads? Defining your goals will help you to determine which categories of the PESO model are most relevant to your business.

Identify Your Target Audience:

Once you have defined your goals, you need to identify your target audience. Who are you trying to reach with your marketing efforts? What are their needs, desires, and pain points? Understanding your audience will help you to create content and messaging that resonates with them. It’s also key to selecting which channels you put the most effort into. Looking to reach younger audiences? Short-form video is likely to be high up your list. Want to engage the over 55’s? The open web is your friend!

Create a Content Strategy:

Based on your goals and target audience, you need to create a content strategy that aligns with the PESO model. This means creating content that can be used across all four categories of the model - paid, earned, shared, and owned media. For example, you might create a blog post that can be shared on social media, used as a lead magnet, and optimised for search engines.

Execute Your Plan:

Once you have a content strategy in place, it's time to execute your plan. This means creating and publishing content, as well as promoting it through various channels. For example, you might use paid advertising to promote your content, reach out to influencers to earn media coverage, and engage with your owned audience on social media to encourage sharing and engagement.

If you’re looking to extend your owned content, get in touch today! With quick turnaround times, you can be in premium publisher environments within days.