PESO Model

Paid, earned, shared and owned. It’s a media framework that seeks to unify the creation of content for marketing and communications by categorizing it into four segments:

The PESO Model gained popularity in 2014, offering a way to take an integrated approach to marketing. The PESO Model essentially unified the different channels of a brand, creating an opportunity for better prioritization and other efficiencies. It also helped to break the concept of siloed marketing, where PR was often seen as separate from advertising and other channels.

Packed with best practices and practical examples, this course covers the four components of the PESO Model:

Building a Strong Owned Media Strategy within the PESO Model Framework

Paid Media — Any method that puts a message in front of an audience for money, including social media or TV ads, boosted content, lead gen campaigns, and more.

Earned Media — Any form of publicity that doesn’t require any payment, such as press releases, articles written by journalists, and more.

Shared Media — Any content that’s repurposed by others to reach new audiences, including social media posts, guest blogging, and more.

Owned Media — Any channel that’s completely under your control, such as your website and blog, and where you can create messaging, creative, and a full digital experience for your target market. Owned media is where you can build authority and establish yourself as a thought leader.

Marketers have a tendency to focus on the medium with which they’re most familiar. If they’re from the PR world, they may lean toward influencer marketing or traditional public relations; if they’re from the advertising side of things, they might focus on paid or shared media channels. This is why a comprehensive approach to marketing and communication is crucial, and why the PESO Model is such an important framework.

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