- After producing content for your customers,
it's time to focus on distribution
or how you'll make sure they see
and interact with the campaigns you've created.
What works best to ensure you're reaching
the right people with content
is by embracing an integrated approach
through the PESO model.
Introduced in Gini Dietrich's book "Spin Sucks",
PESO stands for paid, earned, shared, and owned media
and is a methodology for integrating each type of media
into your strategy,
and it's how I recommend you structure
your approach to promoting content,
as each media type can help cross-promote the others
to drive meaningful business results.
Let's dive into promoting owned and shared media effectively
to gain visibility, establish authority,
and encourage interactions with your audience.
Owned media is the content
your organization has full ownership of,
as your team created it and it is published
on your website, blog, or other property you own.
For example, any content like articles, reports, or videos
that are original and live on your website is owned media
as opposed to an article published on LinkedIn
or a YouTube video that you don't have full control over.
Owned media should be your top priority
in terms of what you're promoting.
You stand to gain the most benefits
from unique, original content that lives on your properties
as you control the whole experience.
For example, paid media,
like an advertising campaign on Twitter,
could drive traffic to an in-depth research report
published on your website which is owned media.
Each type of media can be used to promote the other types
and achieve your content marketing goals,
but the main priority should be
encouraging engagement with owned media.
Next is shared media
which is primarily content on social media
but specifically the kind that's co-produced
by the input of a company and consumers.
For instance, after a company shares
an Instagram post to their account,
their audience comments on it and shares this post
with their own network with commentary.
If many of the commenters agree or disagree with the post,
then this response can reframe the content entirely
beyond the organization's control,
and that's shared media, when there's multiple parties
contributing to a piece of content.
User-generated content is a form of shared media,
as it's free content created by consumers about a company.
So when people see it, they're more likely
to trust its authenticity.
To encourage the creation of shared media,
prompt people to participate in your campaigns
by asking your followers on social media
or subscribers over email to reply with their opinion.
And then there's also more involved approaches
like featuring customers in a campaign,
hosting a contest to incentivize participation,
or creating a hashtag for customers to use.
It's time to unlock more distribution opportunities
for your content through the promotion
of owned and shared media.