3 tips to win the content wars with PESO
Competition for attention is at an all-time high. Here’s how the PESO model can help you capture eyeballs and budget for all of your content—regardless of audience.
Content silos are crumbling and marketing is making inroads into areas owned by communications.
This cross-disciplinary tug of war isn’t new. Yet, the PESO model can now help you toe the line and even gain ground—all while creating scroll-stopping content for any audience, including internal.
Here are three ways to put the weight of the PESO model behind your work. These insights are featured in the “PESO Model for Communicators” training video now on Ragan Training. The session features insights from the creator of the PESO model, Gini Dietrich, as well as Sukhi Sahni, vice president of communications with Wells Fargo and Nicole Moreo, head of U.S. Analytics with Ketchum.
1. See the bigger PESO picture.
The PESO model is a strategy that integrates paid, earned, shared and owned media to deliver integrated marketing programs.
“At its most basic, it’s a framework that can help communicators tell a multi-channel story that reaches all your audiences,” says Dietrich. “PR and marketing both have significant areas of influence across the PESO spectrum, but PR usually lives in the ‘earned’ media space and marketing usually owns ‘paid’ and ‘shared.’”
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