How Paid, Owned, Earned & Shared Media Boost Your Brand

The Paid, Owned, Earned, Shared Media strategy (PESO Model) provides a broader view of the marketing landscape, offering simplicity, convenience, and greater efficiency in brand promotion. In this article, we’ll explore the PESO Model in depth to help you implement it effectively for your business.

What Is the PESO Model?

The PESO Model is a strategic framework that categorizes media into four types—Paid, Earned, Shared, and Owned. These media channels, when used in synergy, help brands boost visibility, craft clear messaging, and drive better marketing performance.

Understanding Paid, Owned, Earned, and Shared Media

1. Paid Media

Paid Media refers to promotional channels that require payment to reach an audience, including both online and offline methods. Examples include TV commercials, newspapers, display banners, Facebook Ads, and Google Ads.

Although often expensive, Paid Media offers rapid reach. With careful budgeting and campaign planning, it can be highly cost-effective and impactful.

2. Owned Media

Owned Media includes channels that a brand fully controls, such as its Facebook Page, social profiles, and official website. Brands use these channels to share updates, promotional content, and important information.

This type of media builds credibility. When potential customers find your official content, they’re more likely to trust and follow your brand—provided the information is clear, reliable, and complete.

3. Earned Media

Earned Media is exposure gained through word-of-mouth or organic mentions. It includes customer referrals, media coverage, or influencer recommendations—often driven by positive brand experiences.

This media type reflects the power of quality. A product that exceeds expectations encourages people to share, recommend, and generate buzz—amplifying reach without added cost.

4. Shared Media

Shared Media involves content circulated through user participation—like contests, shared reviews, or reposts. For instance, customers might share their experiences online in exchange for rewards or recognition, generating organic engagement.

What to Know Before Using the PESO Model

To apply the PESO Model effectively, consider these best practices:

1. Set clear goals for each media type to measure performance.
2. Start with Owned Media, then scale to other media types.
3. Use a content calendar to streamline content planning.
4. Integrate all four media types to maximize effectiveness.
5. Ensure message consistency across all platforms.

Do You Need to Use All Four Media Types?

While the PESO strategy recommends combining all four media types for best results, it’s not mandatory. Depending on the product and content format, one or two channels may work best. Choose what aligns with your goals and audience.

Setting KPIs for the PESO Model

Key Performance Indicators (KPIs) are essential for measuring success. KPIs should be tied to the specific objectives of each media type.

For instance, if your goal is to educate teens aged 15–19 about a product via a short influencer video on TikTok, your KPI might focus on Engagement—like likes, shares, or video views.

Sample KPIs by media type:

Paid Media

• Lead Generation
• Brand Awareness
• User Engagement
• Conversions

Owned Media

• Website Traffic
• Time on Page
• Conversions
• Lead Generation
• User Engagement
• Brand Awareness

Earned Media

• Backlink Clicks
• User Engagement
• Brand Mentions
• Conversion Rates

Shared Media

• Shares & Comments
• User Engagement
• Conversions

Conclusion

The PESO Model offers a powerful, integrated framework to amplify brand exposure and strengthen your marketing results. When executed with a clear strategy and measurable goals, it becomes a valuable asset for sustainable growth.

However, successful implementation requires in-depth expertise. If you’re looking to maximize the benefits of PESO marketing, it’s best to work with an experienced digital marketing partner who can guide and support you every step of the way.