What is the PESO Model for Marketing?
The PESO marketing model is a great way to organize our thoughts and efforts to include all aspects of marketing.
Though this model came from the world of public relations, it can also be an indispensable tool for all marketing professionals, regardless of your marketing background or specialty.
Though this model came from the world of public relations, it can also be an indispensable tool for all marketing professionals, regardless of your marketing background or specialty.
PESO stands for “paid, earned, shared, owned,” and serves as a means of segmenting all of the marketing channels at a brand’s disposal into discrete groups. It allows us to look at our efforts through any one of these four lenses (paid, earned, shared, owned), to see if there are opportunities to integrate additional channels into our new or existing programs. The model also allows us to make sense of and to organize the channels in which we are currently investing.
Let’s break down what the individual channels mean:
Let’s break down what the individual channels mean:
- Paid: Exchanging money for distribution, whether an ad or content
- Earned: Trading valuable content for an established authority’s audience
- Shared: Amplifying content through your own audience
- Owned: Aggregating an audience that seeks you out for content and then distributing your content to that audience
Each of the four channels has its pros and cons. By organizing our efforts into these four channels, it’s easier for us to see how integrating multiple channels can compensate for the weaknesses of one channel with the strengths of another.
Let’s have a look at these benefits and pitfalls for each channel:
Let’s have a look at these benefits and pitfalls for each channel: