What is the peso model of evaluating PR success?
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The PESO model is a media framework that seeks to unify the creation of content for marketing and communications by categorising content into four segments: Paid, Earned, Shared and Owned. Show
The idea of adapting ways of creating content came about in an attempt to steer the marketing industry away from seeing media channels as siloed. For decades paid media content was created for the sole purpose of advertising, earned media content was reserved especially for PR purposes, and shared and owned content didn’t get a look in because in the minds of marketers, they didn’t really exist. Such a siloed way of looking at things led to different agencies - and even departments - failing to integrate comms and media correctly, which led to campaigns failing to reach their maximum potential as they didn’t bounce off each others’ momentum. Hence, the introduction of the PESO model: A way to make everyone sing from the same hymn sheet by unifying which content is created, for what purpose, for what platform, and why. Branding, design, marketing and content are very close relatives, all who play and feed off each other and need each other to be effective - through creating the brand or assets in the first place, to defining what makes the brand interesting through its value proposition, then effective marketing to make sure that a high number of the right kind of consumers actually get to interact with the brand in the best way. For this reason, we are sharing this blog post which zooms in on some level of detail around the marketing channels available. The brand, designs and content you’re generating deserve to meet their audiences … enjoy our guide to the PESO model. (Source) What is the PESO Model?Simply put, the PESO model is a strategy that looks to integrate together content produced across paid, earned, shared and owned channels. The idea is that if content is produced in unification - that is, if one bit of content on one platform aligns with content on another - the brand will extend its reach and establish itself as an authoritative voice in its industry because it has produced a cohesive marketing campaign across different touchpoints, not in isolation. Defining the PESO ChannelsThe PESO model encompasses the four main routes that brands use to communicate with their consumers. These channels are: Paid MediaPaid media is your best option for hyper tight targeting and controlling who sees your content and how often. It's how you'll get the content that you want seen among the saturated online landscape - by putting it right in front of their faces or scrolling thumbs! Paid Media has quickly become one of a marketer’s most valuable tools to successfully reach potential customers, due largely to its ability to target advertising campaigns on specific audiences with greater accuracy than other forms, such as print ads or billboard advertisements. Paid media channels include; banners (text-based banner adverts), pay per click search engine marketing, digital display ads(banner/image advert) and native advertising (paid placement which looks like editorial) and your ads link to your other forms of media: Either shared, owned or earned. These exist for example on both search engines like google and their partner sites, as well as across social platforms like facebook and linkedin. Earned MediaEarned media used to refer solely to PR pitches sent to journalists who would then decide whether or not to feature the brand in an article or story published either in print or online. Nowadays PR and marketing pros aren’t just pitching journalists and submitting HARO queries; they’re pitching bloggers and social media influencers with large followings who trust the influencers’ recommendations The lines between online PR and influencer marketing have become very blurred, but the aim is always the same; to create buzz and awareness. They're also prospecting editors of identified, relevant websites about including a backlink in existing articles, or posting pieces of content on their site in return for a link back to their website. This strategy - known as guest posting - benefits both you (by boosting credibility) AND Google (by rewarding such tactics by boosting the rank of your website), the focus on SEO a highly recommended option through your content produced. So to this extent, the purpose of earned media is to build relationships, and to build profile. Shared MediaShared media is the sibling of owned media, as it's created by you and shared on your website or social media platforms. The trick to getting it right across shared media is by understanding how each social platform consumes different content. This then helps dictate what type of owned media is created for them. Understanding these nuances on platforms and which segments from your audience are active on that particular site can be helpful when creating shareable content for said sites; however, not every piece needs to resonate with everyone or even a majority--sometimes only 10% audience participation might provide enough shares to yield results like increased awareness. On social media, your owned, earned and paid media all have the potential to turn into shared media if your audience finds the content relevant and worth sharing with others. Owned MediaOwned media is the content your business owns and places on its own channels. It’s created specifically by your brand and published to owned channels like blogs, podcasts or eBooks. All of these assets are important because they offer a foundation for all paid earned and shared campaigns you might launch in future - without them, it would be impossible to tell any story or share any message with potential customers. Owned media is the most common way that your customers will first communicate with you (copy and creative assets are all considered owned media) which also makes it the most vital component of the PESO model - especially considering your owned media can also be distributed across all your other media channels. How do you utilise a PESO model?Now we’ve defined the channel opportunities, it’s time to learn how to integrate them to achieve marketing communication harmony. Paid MediaYou can use your paid media channels to promote your earned, owned or shared media content. Say for example you’ve created a blog post which is getting a lot of hits and a fair bit of engagement. You could take that promotion one step further by including it as an asset in a paid media campaign, and then tailoring the audience to push it right under the noses of the people you most want it to reach. After all, you already know it’s doing well because you can see it’s gaining interest - so it stands a much better chance of also resonating with an audience you’ve pre-selected for a paid campaign - sure it costs money but you know there is an interest already so the investment will be well spent. Remember paid media can include pay per click campaigns as well as sponsored content, native advertising, or display advertising. Earned MediaAs we defined earlier, earned media is very much about building relationships. So in this part of your PESO model, it’s time to identify who you most want to build relationships with. Most likely this will include popular industry bloggers or journalists, as well as influencers who may share your owned content. What specific niche might you want to be most visible in? To find your ideal collaborators, you can get organised:
The idea of doing this is to specifically build a network of like minded bloggers, influencers, producers and agencies that you have good relationships with. Eventually these figures are likely to share your content, giving you free traffic and maximising your reach. Shared MediaShared media is where you can promote your earned and owned content, but keep in mind that your goal here is engagement. To maximise this, you can use guidance such as:
Owned MediaFinally, your owned media is your own content, and it’s the foundation to success for all of the above channels. Owned media is specifically yours and must stay that way. For example, don’t create a whitepaper specifically for Linkedin as if the site is ever disbanded, your content will be too. Instead produce the whitepaper for your blog as its primary destination, and then distribute it to your social channels from that place. With your owned media, you are completely free. You can answer customer questions, you can prospect clients, you can engage audiences, reward loyalists and even tease competitors. Just make sure you repurpose content into smaller pieces and then distribute it far and wide across your three other media channels - this is after all at the heart of your integration strategy because it makes it seem as though you are everywhere, answering everything, all at the same time! What to measure when using the PESO modelIt wouldn’t be a strategy if it didn’t come with measurable metrics, so here’s what to look out for when setting and evaluating the success of your PESO model. Paid MediaYour paid media metrics will depend on what you’re using - for example whether display ads or pay per click campaigns - but measurables might include:
Earned MediaEarned media will give you results from your own network of relationships, so measurables should be slightly easier to identify. Metrics could look like:
Shared MediaShared media is all about engagement metrics, and considering that each platform has these built into their reporting, they’re easy to follow. Every metric should mostly point up, but if you start noticing decreases in followers and clicks, this is a cause for concern and may mean that your audience has changed, or your content is no longer as relevant to them. Evaluate your metrics by:
Owned MediaOwned media metrics will integrate with the other three media channels. For example, you’ll know if a blog is doing well by the amount of click throughs it generates across a paid and shared campaign. However there are still measurables to monitor like:
To concludeThe PESO model unifies how content is used and distributed for more successful marketing campaigns. Using a unified content method like the PESO model means brands can benefit from better reach, enhanced brand perception and position themselves as a voice of authority in their industry by gaining increased momentum and volume across content assets, worked together rather than in isolation. What is the peso model in PR?The PESO model takes the four media types — paid, earned, shared and owned — and merges them together for an integrated — and measurable — communications program. Most of the industry had adopted the model, but not many truly know how it all works together and drives business results.
What is Peso model used for?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.
What is the peso model examples?PESO model examples (Shared Media)
Examples include: A webinar with another company in your industry. Social media content such as live Twitter chats, Facebook Live videos, Instagram takeovers, etc. Shared videos via email or social media.
Why is Peso important in PR?PESO is a useful tool for planning how an organisation uses different forms of media to achieve its goals and execute an integrated campaign. It is typically applied as part of a campaign plan as a menu of media with each format aligned to a variety of objectives and outcomes.
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