Use the PESO Model to Boost Content Distribution
As expected, content continues to be central to the marketing strategy for many companies in 2016. Creating quality content that is useful to the target audience is crucial to a successful content strategy. However, it cannot stop at simply creating useful content. Having great content on a website that no one visits misses the mark. Part of an effective content strategy is the distribution of content so that it can be found by the target audience.
PR professionals understand that you cannot rely on media relations alone, but need an integrated approach that taps into the various distribution channels available. Enter the PESO model.
Content Distribution using the PESO model
The PESO model is a communications framework developed by Gini Dietrich. Following the framework of the PESO model is a great way to ensure that your content is distributed in all the channels where you target audience can be found.
Applying the PESO model to Content Distribution
Following the PESO model, the place to start is at your Owned Media. This is important because the objective with an integrated PESO model is to drive traffic back to your Owned Media. Therefore, your own website, blog, reviews, etc. needs to be populated with quality, useful content by the time you start to implement the rest of the plan.
The next step is to Share your content through your social channels (Shared Media). Here you need a structured plan to share at several intervals to get the most mileage for your content.
Next is Paid Media where you invest in advertising and promotion of your best online content through sponsored posts on Facebook, Twitter, LinkedIn, etc. This will ensure your content reaches new and wider audiences.
Once you have the first 3 steps in place, you are ready for the fourth step in the PESO model: Earned media. Here is where you leverage established relationships through media relations, blogger relations, influencer relations, etc. At this juncture, you want to have your content placed on other authoritative sites that will help to build your credibility and increase brand awareness by getting your brand in front of a larger audience.
If you have produced quality, useful content with your target audience clearly in mind, you should start to see the results of your efforts: increased traffic to your Owned Media (website), lower bounce rates, higher engagement, more qualified leads, and finally increased conversions, i.e. sales.
Part of the process is to measure the results for each of the channels your use for distribution. Using online tools such as Google Analytics you can measure the success of various channels. If one avenue does not produce the required results, try another option until you find the best mix for your brand.
To recap: The steps in putting the PESO model into action is Owned Media – Shared Media – Paid Media – Earned Media – Owned Media
There is no doubt that a lot of research, creativity and practicality goes into content strategy and content creation for robust business growth. It, therefore, makes sense to use the organized PESO model for content distribution which will ensure that you get your content reaches a wider audience.