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April 20, 2020 Content Chat Recap: The PESO Model 2.0 And What It Means For Content Marketers

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“If you aren’t using the PESO model for your communications work, and measuring the meaningful metrics that help an organization grow, you will not have a job in 10 years.” – Gini Dietrich

This week, #ContentChat was joined by Gini Dietrich (@GiniDietrich), founder, CEO, and author of Spin Sucks, to explore PESO model 2.0, a strategy for executing integrated marketing programs that streamlines your team’s efforts, amplifies your results, and helps you to better connect with your audiences.

Read the full conversation below, including how marketing and communications pros can use the model to break down siloes and more effectively communicate the ROI of their efforts. If you’re hoping to learn more about the PESO model, Gini explains how to implement the PESO model, no matter your team’s size, in this post.

Q1: First things first @ginidietrich: What is the PESO model, and why did you initially create it?

Gini created the PESO model (paid, earned, shared, and owned media) to help explain the work her agency does. After being published in her book Spin Sucks, the model gained popularity in the field.

Half of our poll respondents are familiar with the model, but it is new for the other half.

Some points of clarity: The order is “PESO” simply because it is easier to remember. A company can prioritize any of the letters first.

Shared media includes promotion, distribution, and content curation.

Q2: What are the changes that you made to The PESO Model 2.0?

Check out PESO model 2.0 in this graphic:

Some changes include the removal of Google+ and Vine. In general, the model avoids specific platforms because they constantly change.

Additionally, the model is now focused on strategy versus just tactics.

Q3: The PESO Model 2.0 is all about the intersection of the many marketing and communications functions in an organization. Can you share your POV on the importance of the collaboration/interconnectedness of the model especially during a crisis?

The PESO model is designed to keep marketers and communications professionals aware of the full range of media avenues to explore.

In times of crisis, this can help professionals pivot from one focus to another. Paid media, for example, can provide data, metrics, and certainty that the other categories do not provide to the same extent.

Q4: If an organization is looking to implement a PESO Model 2.0 approach, where should PR live in the org chart?

Gini believes that PR should report to the CEO or COO, and the PESO model helps explain the ROI of your work to this audience.

Many PR departments report into marketing, but this is not always the ideal setup. Gini explains that PR should fit more as a leadership role, and that marketing and PR do different things: marketing protects the brand, while PR protects its reputation.

If your contact is not in the C-Suite, though, the PESO model is still valuable as long as your contact understands that PR involves more than media relations.

Q5: What are some ways the PESO Model can help align an organization’s many different departments, stakeholders, and goals?

The PESO model shows the vastly different, but all connected, activities that marketing and communications can be involved in. In an ideal case like Erika’s, you can use the PESO model to explain the need to break down departmental siloes to streamline efforts and reporting.

Q6: The search engines keep changing their algorithms—so how can the PESO model 2.0 help me create the right content for the right channels?

When creating content, focus on the value you are providing to your audience. As long as you create high-quality content that meets your reader’s needs, your content can weather any algorithm change.

Q7: What are your must-have technology tools for implementing a PESO Model approach?

Check out Gini’s recommendations on the must-have tech for implementing a PESO model approach at your org. Some highlights: Google Analytics, a CRM, marketing automation tools like ActiveCampaign, and Google Data Studio for data aggregation.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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