Using PESO to Create a Cohesive Marketing Plan

PESO is an acronym for Paid, Earned, Shared, and Owned media. It refers to the different types of media that companies can use to promote their products or services. PESO is important for marketing because it provides a framework for understanding and organizing the different types of media that can be used to reach and engage with an audience.

For this reason, PESO is an invaluable tool for marketeers wishing to programme for schedule activities that use every appropriate channel to reach their important audiences on an ongoing basis.

PESO stands for Paid, Earned, Shared, and Owned media. It is a framework that helps marketers to programme for the different types of media that they can use to promote their brand, products or services.

  • Paid media refers to advertising and other forms of content that companies pay for to reach their target audience. Examples include pay-per-click (PPC) advertising, display ads, and sponsored content.
  • Earned media refers to the publicity and attention that a company earns through media coverage, social media mentions, and word-of-mouth. Examples include media coverage in news outlets, social media shares, and customer reviews.
  • Shared media refers to social media channels where users share content and engage with others. Examples include social media platforms like Facebook, Twitter, Instagram, and LinkedIn.
  • Owned media refers to the content that a company creates and controls, such as its website, blog, and social media accounts. Examples include blog posts, website content, and social media updates.

By using all four channels, companies will create a comprehensive marketing strategy that maximizes their reach and engagement with their target audience, and will help zero in on the channels and messages that works best for you - PESO helps marketers to identify which types of media are most effective for their specific marketing goals, and how to integrate them into a cohesive marketing plan.

For help in developing a PESO plan that will suit your product or message, please feel free to email me here, and we can line up a call.