Content Marketing = relevant and valuable content produced and distributed along the customer journey to help them make a buying decision in your favour.

Educate customer on their need

Inform customer on how your business can help solve their need

Encourage customer to take action now they are more educated

Distribution of content via various media/channels

PESO offers a framework for strategies and tactics to extend reach,raise awareness and reinforce communication.

EARNED – What others say about you, independently of you newspapers magazines radio, TV

OWNED – Your own voice, the content you produce website, blog, digital assets

SHARED – Others repeating and mentioning you social media forums wikis

PAID – You pay for the distribution social ads, banner ads, native advertising, PPC, sponsored content

Different parts of PESO are more effective for different parts of the buyers’ journey and decision making process. It’s important for PR, marketing and sales to sit round the table and put the strategy together.

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Conclusion

The PESO framework is ultimately getting at one thing – how your company represents itselfto the outside world. Successful Content Marketing starts by understanding who you are talking to, what is of value to them, and where they look for this information. Once you have that, every piece of content needs a purpose and every type of media needs to be used, creating a full circle of strategically driven, interesting and tailored communications. Refine this artform and you won’t go far wrong.