How to Use the PESO Model to Boost Your Digital Marketing Efforts

 How to Use the PESO(Paid, Earned, Shared, and Owned Media) Model to Boost Your Digital Marketing Efforts

Digital marketing is the practice of promoting your products or services online using various platforms and channels. It is a vital way to reach and connect with your target audience, enhance your brand awareness, and increase your sales.

But how do you select the best type of media for your digital marketing campaign? What are the pros and cons of each one? And how do you evaluate their effectiveness?

In this article, we will answer these questions and more. We will explore the four main types of media in digital marketing, and provide some tips and examples on how to use them effectively.

What are the types of media in digital marketing?

According to the PESO model, there are four types of media in digital marketing:

Earned media: This is the type of media that you earn by getting free exposure from third parties, such as journalists, bloggers, influencers, or customers. It includes press releases, bylined articles, news coverage, reviews, testimonials, and word of mouth.

Paid media: This is the type of media that you pay for to get exposure from external sources, such as search engines, social media platforms, or other websites. It includes online advertising, sponsored content, social media ads, and influencer marketing.

Shared media: This is the type of media that you share with your audience through social media platforms, such as Facebook, Twitter, Instagram, and LinkedIn. It includes organic social media posts, curated content, user-generated content, and online communities.

Owned media: This is the type of media that you own and control, such as your website, your blog, your newsletter, and your podcast. It includes content marketing, brand journalism, webinars, videos, and other visual content.

How to use different types of media in your digital marketing strategy

Each type of media in digital marketing has its own benefits and challenges, and requires a different approach and set of skills. Here are some tips and examples on how to use them effectively:

Earned media: To succeed in earned media, you need to build and maintain relationships with relevant and credible media outlets, influencers, and customers. You also need to create and pitch newsworthy and valuable stories that showcase your expertise, achievements, and opinions. 

For example, Airbnb is a company that excels in earned media, as it regularly gets positive coverage from major media outlets, such as Forbes, CNN, and The New York Times, as well as from satisfied customers who share their experiences on social media.

Paid media: To succeed in paid media, you need to conduct market research and identify your target audience, their needs, and their preferences. You also need to create and run effective and engaging ads that match your audience’s intent and expectations. 

For example, Netflix is a company that masters paid media, as it uses online advertising, sponsored content, and influencer marketing to reach and attract potential customers who are looking for entertainment options.

Shared media: To succeed in shared media, you need to choose the right platforms and channels for your business, and create and share relevant and engaging content that resonates with your audience. You also need to interact and communicate with your followers, and measure and improve your social media presence and influence. 

For example, Nike is a company that dominates shared media, as it uses social media to inspire and motivate its audience, and showcase its products and values.

Owned media: To succeed in owned media, you need to design and develop your website and content to be user-friendly, SEO-friendly, and conversion-friendly. You also need to provide valuable and original content that solves the problems and answers the questions of your audience. 

For example, HubSpot is a company that leads in owned media, as it produces and publishes various types of content, such as blog posts, ebooks, webinars, podcasts, and videos, to educate and engage its audience.

Conclusion

Digital marketing is a dynamic and diverse field that offers many opportunities and challenges for businesses and marketers. By understanding and using the different types of media in digital marketing, you can create and execute a more effective and comprehensive digital marketing strategy, and achieve your business goals.