Social Media, Content Strategy & Campaign Planning

PESO Model

An expanded media model that includes Shared media along with Owned, Earned, and Paid.

What it is:

The PESO Model (Paid, Earned, Shared, Owned) is a media planning framework that helps brands coordinate their efforts across all digital channels. It’s an evolution of the Digital Channel Mix, adding “Shared” (social and community-driven reach) as a distinct category.

Paid includes advertising. Earned includes PR and third-party mentions. Shared includes social sharing and user engagement. Owned includes websites, blogs, and email lists. A balanced PESO strategy ensures that brands don’t over-index on one channel and miss opportunities in others.

A unified approach to balancing paid, earned, shared, and owned media.

Using the PESO Model allows marketers to build integrated campaigns that maximize visibility and trust across platforms, not just chase the latest algorithm.

Use it when:

Creating content or campaign strategies
Aligning internal teams
Evaluating channel coverage

Why it works:

Expands visibility thinking
Promotes integration
Connects content with distribution

Want to build your PESO plan?

Let’s Talk.