Understanding how to use the PESO Model

Friends, Thank you very much for taking out time from your busy schedule to read my blog(s). Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comments column. Friends’ Everything I do or say is PR.

Friends’ in 121st blog titled ‘Understanding the PESO model’ yours truly had tried to make you understand different aspects of Gini Dietrich’s ‘PESO Model’. I’m sure that after reading 121st blog you must have gained knowledge about the uniqueness of this Model and how it can be beneficial in making your communication more effective. Friends’ I’m delighted to share 124th Blog titled ‘Understanding how to use the PESO Model’ with you.

 

PESO Model Rule of Thumb

Owner of the content should use shared media to distribute the content, paid media to amplify the content, and earned media to agree to the content posted.

Owned Media

Owned media is the content that you own e.g. yours truly BLOGS on PR.  You must always remember to first publish the content on the site you own i.e. your blog page e.g. mine is www.sureshgaurprguru.blogspot.com  or website, if any that you own, and thereafter use the content for distribution and promotion.

Shared Media

Social media sites i.e. Twitter, META aka Facebook, LinkedIn, Instagram, Threads, Pinterest, etc. comes under shared media.

Proposed schedule for sharing the content on social media is as under;

Twitter: DAY-1: i.e. the day content is published, tweet the link to the content total 4 times during the day. DAY-2: Tweet the link to the content 2 times during the day. DAY 3: Tweet the link just one time during the day. After 7 days of publication you can share some of your content on Twitter once a week for a year.

META aka Facebook & Instagram: Post link to your content once a day continuously for 7 days.

LinkedIn: Post once every alternate day for 10days in your personal profile account, and in the respective groups you’ve joined.

Pinterest: Post once a day with an image relating to the content posted and pin it to your board on Pinterest.

Paid Media

Paid media may be in the form of paid amplification of the content, sponsored content,  native advertising, or sponsorships of influential blogs. It can also be in the form of sponsored content on META or LinkedIn or sponsored tweets on Twitter or Threads.

‘Paid Amplification of the content’:

Paid amplification of the content refers to the process of increasing the visibility and reach of content through various methods, including paid advertising. Essentially, it's about making the content seen by as many people as possible. Benefits of paid amplification of content on social media platforms are as under:-

Ø  Gets more eyes on content

Ø  Ensures the story gets out

Ø  Increases lead quantity and quality

Ø  Leads to more opportunities for sales

Ø  Contributes to better brand awareness and trust

Ø  Encourages improved consumption of information

Ø  Generates more clicks, impressions, and engagements

Ø  Increases share of voice

Ø  Improves reputation

‘Native Advertising’:

Native advertising is a form of paid advertising in which the ads match the look, feel and function of the media format where they appear. They fit ‘natively’ and seamlessly on the web page. Unlike banner or display ads, native ads don't really look like ads, so they don't disrupt the user's interaction with the page.

‘Sponsored Content’:

Sponsored content is a type of promotional media that's paid for by an advertiser, but created and shared by another brand, influencer, or publisher. This type of content is most engaging when you sponsor a company or influencer who targets your core audience and already discusses topics that align with your brand.  Sponsored content can come in different types of media such as videos, images, articles, podcasts, etc. feels like a natural fit for a platform, instead of an invasive advertisement.

Earned Media

Build relationships with industry bloggers, journalists, and other influencers who may share your content after they learn who you are and what value you might bring to their readers or followers. Create a list of bloggers, influencers, and journalists you want to collaborate with. This will make it easy to follow them, share their work and start conversations with them.

Create hashtags such as #Blogger, #Influencer, #Journalist, #Media #Public Relations so that the interested ones can easily follow the content you post and share, which may lead to a Give & Get relationship.  

To conclude, social media channels are where almost everyone hangs out these days and where our audience is most likely consuming information. Therefore, social media networks are the fitting place to reach the right people with our content and effective use of PESO Model in distributing our content can surely help us creating a niche and overall success in marketing of the content.  


Thanks for reading the blog.

 

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