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The PESO model: creating a cohesive campaign
PESO. It’s not just a form currency, but the best friend of every media campaign creator. When followed, this model ensures that your campaign reaches the widest possible audience and means your key messages will hit their intended targets.
So, what exactly is the PESO Model?
PESO is an acronym for different types of content: paid, editorial, shared and owned.
Each strand differs in terms of target audience, intention, tone and formatting and, as a result, has its own set of advantages and disadvantages. Check out our quick guide:
- Paid – e.g. ads, paid social media, sponsorships, partnerships and PPC
- Advantage: Complete creative control
- Disadvantage: Can hold a hefty price tag
- Earned – e.g. press releases, features, thought leadership and reactive commentary
- Advantage: Gives third party credibility
- Disadvantage: No guarantee of coverage or results. Harder to prove ROI
- Shared – e.g. Socials: X, Facebook, Instagram, LinkedIn and TikTok
- Advantage: Creates a space for engagement
- Disadvantage: Requires significant time investment
- Owned – e.g. blogs, newsletters, reports and website content
- Advantage: Space for brand identity and creative clout
- Disadvantage: Relies on other PESO channels to reach target audiences
Why is PESO important?
When each strand is approached separately the results might start small, but if you take an integrated approach these elements will create an unforgettable, cohesive campaign that will pack a punch.
It’s important to remember that audiences have multiple ways of engaging with content. Utilising different platforms and channels ensures that audiences see repetitive (in a good way!), consistent messages – increasing brand awareness, understanding, and in many cases action
Although there are many ways to approach campaign planning, the PESO model is a good grounding to check that you’ve considered a variety of outlets, approaches and channels. Overlay it with bags of technical knowledge and creativity, and a recipe for campaigns that make people sit up listen and take action will quickly follow.
Want to know more about how your business can benefit from creative campaigns? Get in touch with our experts today.
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