A smarter framework for modern marketing

Four kinds of media. One connected plan.

The PESO model brings together paid, earned, shared and owned media. It is a useful way to think about how your marketing channels can support one another.

Paid and earned

Paid media includes advertising placements. Earned media includes coverage and attention from others. Each plays a different role in helping people discover your organization.

Shared and owned

Shared media includes social participation and conversation. Owned media includes channels such as your website and email content. Together, they help deepen relationships over time.

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