The PESO Model – The Four Aspects of a Successful Marketing Strategy
When it comes to creating a content strategy for your clients, the choices are seemingly endless. Whether you use an editorial calendar like CoSchedule or just keep track in a spreadsheet, how you plan and create your marketing content is important. However, it can feel overwhelming when there are so many different tactics and channels to utilize.
Fortunately, the PESO Model was developed to help marketers see how these tactics are connected. The acronym stands for paid, earned, shared, and owned media. Seeing the four aspects of a successful marketing strategy all in one place helps marketers better understand how these elements work together to reach their audience.
Integrating Social Media into the PESO Model for Maximum Impact
The PESO Model is a great tool to have for marketing professionals and was first developed in 2014 by Gini Dietrich, founder of the professional development community Spin Sucks and CEO of Arment Dietrich. The model demonstrates the relationship between different forms of media by depicting them as four overlapping circles. It has been widely adopted and was used as the basis for a book of the same name published in 2018.
The PESO Model allows marketers to view their efforts from paid, earned, shared, and owned perspectives, reveal channel integration opportunities, and make their marketing spending less opaque and more understandable. While it has helped remove the hurdles that previous marketing approaches unintentionally created, it doesn’t address the issue of building the long-term credibility, authority, thought leadership and trust brands need.