Understand & Plan Your Media Strategy

PESO Content Framework

The PESO Model Marketing Framework organizes media strategy into four key categories: Paid, Earned, Shared, and Owned media. Each type plays a distinct role in building brand awareness, credibility, and engagement. The strength of this model lies in integrating all four channels to create a well-rounded and impactful marketing strategy.

  • Paid Media includes ads like PPC, display, and influencer campaigns, allowing brands to reach targeted audiences quickly.

  • Earned Media involves third-party coverage like PR mentions, reviews, or guest articles that lend credibility.

  • Shared Media encompasses social interactions and community engagement—content shared by your audience, not just your brand.

  • Owned Media covers channels you control, such as your website, blog, email newsletter, and content assets.

Together, PESO helps marketers balance visibility, trust, and control across all customer touchpoints.

For more information on the PESO Content Framework along with dozens of additional, powerful frameworks, check out the Marketing Frameworks app.
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PESO Content Framework Template

Take a look at the blank/explanatory template for the PESO Content Framework. 

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