A well-rounded marketing strategy is one that incorporates paid, earned, shared, and owned media. This approach helps businesses ensure that their message is seen by the right people, in the right place, at the right time.

Gini Dietrich, the author of Spin Sucks, introduced the PESO Model in 2014 and it has become a standard framework for marketing professionals of all backgrounds. The process is simple: Identify the four main marketing channels and how they interact with each other.

Paid media includes advertising campaigns like Google Ads that appear at the top of search results and traditional print and radio ads. Social media marketing is also a type of paid media.

PESO Model Success Stories: Real-Life Examples of Effective PR Campaigns

Earned media is the result of a brand’s efforts to build trust with its audience. This could be through community outreach or content that is created and shared by fans and customers. This is the most influential form of marketing and it requires a lot of time, attention, and patience.

Owned media is the material that a business creates themselves – think websites, podcasts, or e-books. This can also include the content a business outsources to a freelancer – so long as they retain ownership of the work after completion.

The most effective marketing strategies use all of these channels together. This allows businesses to maximize the impact of their efforts and reach more customers. Learn how to get started using the PESO Model in your own marketing strategies by completing our online training program today.