When it comes to content marketing and PR, the PESO Model is a powerful tool that outlines how effective these tactics are when they’re fully integrated. This model is based on the idea that media has evolved into a converging field of Paid, Earned, Shared, and Owned media. This concept was popularized by Gini Dietrich in her 2014 book Spin Sucks and has since become a critical framework for a well-rounded digital marketing strategy.
Paid media is the first “P” in the PESO model and refers to methods of advertising that require you to spend money to promote your brand’s message (think social ads, television commercials, or boosted content). The effectiveness of paid media can often be measured through performance metrics like clicks, conversions, and views.
Demystifying the PESO Model: A Comprehensive Guide for PR Professionals
The next “P” is Earned media, which consists of the content people are sharing about your brand and products through their own channels. This content could be a blog post, video review, or a tweet about your product. The success of earned media can be difficult to track, but it’s a powerful and cost-effective way to reach new audiences.
The last “P” is Owned media, which refers to content that your brand owns and controls directly (like your website and email newsletters). Owned media can be highly effective in attracting visibility for your business, as long as it’s updated regularly with high-quality content that adds value to your audience. The effectiveness of owned media can be measured through PR metrics such as the number of new visitors to your site or the number of qualified leads in your database.