The PESO model stands for Paid, Earned, Shared, and Owned media. The model helps segment the different channels that a company or brand uses. The PESO model integrates the four different forms of media. It is important to understand the various types of media and which one(s) are best suited for your brand. Paid Media Paid Media is any purchased message or content from a company or brand. This form of media is easily tracked and controlled, making it easy to know the results from the paid content. This form of media is a high cost compared to the other forms, and it is not as trusted by consumers as more organic media such as earned media is. Some examples of paid media are:
Paid media can overlap with shared media, for example with paid influencer content. This type of media form is a great way to drive more traffic and awareness to your brand, especially for companies that are just getting started. However, this means of media can get expensive with competition, so that is something to keep in mind when deciding if paid media is right for you. Earned Media Earned media is most commonly produced by journalists or bloggers, but it can also be known as the more organic word of mouth form of media. This type of media cannot be paid for or owned by the brand that is receiving the media. Due to earned media’s more authentic and genuine way it is the most trusted form of media out there. Additionally, earned media can overlap with shared media. Some examples of earned media are from:
Although this form is important to have, such as some reviews or customer testimonials, earned media does have some cons. Earned media cannot be controlled, and therefore, some negative or unwanted attention may come from it. In addition, you are not able to track correlation of success of any earned media to your brand. Overall, earned media is out of your and your brands’ hands; the best way to ensure positive earned media is to deliver quality content. Earned media takes time, it is not as effective as far as timeliness goes compared to the other types of media. Shared Media Shared media is the form that allows others to share and pass along your message amongst their community in social channels. This type of media often overlaps with the other three forms; paid, earned, and owned media, due to the new age of social media. Shared media can be trustful despite possibly being paid, for example, if an influencer is endorsing or promoting a product on their social media, it is considered both shared and paid. However, it would become not trustworthy if the content that the influencer is promoting and sharing is not something they actually believe in or use themselves. Here are some examples of shared media forms: Additionally, shared media can range from costing nothing to costing lots of money if you decide to get an influencer involved for example. Shared media can range in the level of your control of the message as well. Depending on the overlap of other media forms, the message could be from your own company, or be paid for. In those cases, the message that is shared can be controlled, but who sees it will not be. On the contrary, earned media that is shared is not controlled whatsoever by your brand or company and can still be shared with anyone. Overall, shared media is a useful tool as it can reach many people at once, however it is not predictable with the outcome. Owned Media Lastly, there is owned media, which is anything that you and your brand creates. This form of media is completely controlled by you. Owned media generally costs less compared to other forms; however, it has a limited audience. Owned media relies on the paid, shared, and earned media to drive traffic back to the brand. Examples that owned media consists of are:
It is crucial to keep in mind the upkeep involved with owned media to ensure everything is up to date and has content that people want to view. Owned media is all about putting time upfront in creating the content; the continuous flow of new content is what will make your website for example, successful. Always, Audrey Marie
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