June 18, 2019

by Angela Martin

All content falls into one of four types of media – paid, earned, shared or owned – coined the PESO model. These media types are often considered standalone tactics, but at Dix & Eaton we repurpose content into different forms. This way, that blog post or social campaign you worked so hard on can continue to pay dividends, just in different ways.

Extend content by using the PESO model

As you can see, the PESO model has four overlapping bubbles, showing that paid, earned, shared and owned media can and should work together. This is how you extend the life of your placement. Not only that, but repurposed content expands your reach.

To better understand this concept, here are two real-life scenarios.

Scenario 1: A media outlet provides a thorough article on a company.

Content Journey: Earned > Shared > Owned > Paid

  1. Earned: The original article is earned media. The company did not pay to have the article written or placed, and it was produced by an independent source. This provides third-party validation.
  2. Shared: The media outlet shares the articles on its social media channels and the publisher’s audience reposts it. Several stakeholders share the article organically on their own social media channels by copying and pasting the link to the story.
  3. Owned: The company posts the article on its blog. The company then shares the blog post across its social media channels, tailoring the accompanying post captions to each platform’s audience.
  4. Paid: To reach a wider and more targeted audience, the company uses paid social media to promote owned social media posts that mention the story and link back to the blog. This allows the company to reach people who would likely have an interest in the story.

Scenario 2: A company writes a blog post and promotes it on owned social media pages.

Content Journey: Owned > Paid > Shared > Earned

  1. Owned: The blog and social media posts are considered owned media. The company owns the content channels and determines content to distribute.
  2. Paid: To drive people to the blog post, the company uses boosted social posts to reach a target audience.
  3. Shared: Some stakeholders see the blog post and share it on their own social profiles. Other stakeholders link to the blog post in their own original blog post.
  4. Earned: The company pitches the blog post to a trade publication as a suggested story topic and offers to connect the media outlet with the author. The outlet decides to interview the subject matter expert and write its own story.

As you can see from the examples, one piece of content, regardless of where it originates, can be transformed and used in different ways to reach different audiences. So give your content some legs by thinking ahead. Your blog post might just be a national media hit waiting to happen!

Interested in learning more about how you can get the most out of your media efforts? Shoot me an email! I’d love to chat.