Content Marketing: Understanding the PESO model

The PESO model takes the four media types—paid, earned, shared and owned—and merges them together.

  • Paid Media. Paid media, in this case, doesn’t refer to big, fancy commercials and highly creative print ads. On the contrary, paid media for a PR program is social media advertising, sponsored content, and email marketing. Think Facebook ads, LinkedIn video ads (in beta now!), and Outbrain for content amplification.
  • Earned Media. Earned media is what you know as either publicity or media relations. It’s getting your name in print. Having a newspaper or trade publication write about you. Appearing on the noon news to talk about your product. It’s what the PR industry is typically known for, because it’s one of the few tangible things we do.
  • Shared Media. Shared media is also known as social media. It’s evolving as well, and continues to build beyond just marketing or customer service teams using it. Organizations have begun to use it as their main source of communications internally and externally. This is curated content and Facebook Live. It’s putting the social back in social media by creating engagement and community.
  • Owned Media. Owned media is otherwise known as content. It is something you own, and it lives on your website or blog. You control the messaging and tell the story in a way you want it told. This is not hosting your content on Medium or Facebook Notes. It’s owning your content and the platform it lives on.

When you integrate the four media types, you may find you also have influencer engagement, partnerships, and incentive programs that extend beyond your internal walls. And when the PESO model is working at its best, it can help you establish authority.

Leave a Reply

Your email address will not be published. Required fields are marked *