Adopting the PESO model for your communication strategy

Search marketing is undergoing a major transformation. To remain visible, a brand must appear not only on Google, but also within generative AI results and across social media platforms.

According to various studies, two in five internet users have already used TikTok to search for information. As for ChatGPT, it records up to 37 million queries per day (SparkToro).

This new paradigm has consequences for audience strategies. To stand out, brands must work on their content, distribution, and reputation within a 360-degree approach.

👉 Discover the four pillars of the PESO model and how they work together to boost your brand’s visibility across all channels. Learn how to harness each lever to build a consistent and effective marketing approach. 🎯

This framework was defined in 2014 by Gini Dietrich, a communication expert and founder of the Arment Dietrich agency. Her goal: to help brands structure their communications in a more digital, fragmented, and complex environment.

💡 PESO vs. POEM: What’s the difference?

The POEM model (Paid, Owned, Earned Media) is older. It does not take into account social media and user-generated content.

PESO includes this essential ‘Shared’ dimension, which is now critical to current strategies.

With the rise of digital, communication channels have multiplied: press relations, social networks, online advertising, branded content… It's become increasingly difficult to orchestrate everything without a unified vision.

The PESO model addresses this need by offering a clear structure. It aligns marketing and communication actions to reach consumers where they are.

It's a straightforward concept to organise your levers, allocate resources effectively, and maximise the impact of your campaigns.

The PESO model is based on four main channel types. Each has its benefits, limitations, and performance indicators.

The goal is to combine them to build a balanced and efficient marketing strategy.

These are advertising activities funded by the brand to gain visibility quickly.

These are contents spontaneously generated by third parties, in reaction to a brand’s action or reputation. They are excellent trust indicators.

This pillar refers to content distributed via social or community platforms (Facebook, LinkedIn, Reddit, Quora), where interaction is key. It includes post sharing, likes, comments, and mentions.

Owned media refers to communication channels created and controlled by the brand. These channels allow for long-term audience relationships and quality content.

As you've gathered, the four PESO pillars do not function in isolation. Each brings value, but it is their combination that creates a truly effective strategy.

Imagine a retailer launching a new collection on their e-commerce site (Owned media). They launch ad campaigns on Instagram and Google Ads to generate traffic (Paid).

Specialist media and influencers pick up the news (Earned), while customers share their purchases and reviews on social media (Shared).

💡 In 2012, Airbnb launched its Neighbourhood Guides to help travellers explore neighbourhoods authentically. This owned content was widely shared and relayed, showcasing a well-orchestrated PESO strategy.

No need to activate all levers simultaneously. What matters most is coordination and consistency between the media types. The strategy can evolve based on brand maturity, resources, and objectives.

Owned channels (website, blog, newsletter) serve as solid and sustainable foundations. It’s often recommended to set them up from the start.

Then come Shared channels to build community momentum. Followed by Earned media, as the brand gains authority. Finally, Paid media amplifies what already works.

💡 More than ever, Earned and Shared media amplify Owned. Google's NavBoost algorithm rewards resources that generate clicks, engagement, and interaction. In an inbound approach, promoting content also improves SEO.

The PESO model helps align content, channels, and objectives. It works well with other marketing frameworks (e.g. AARRR or TOFU / MOFU / BOFU*).

A growing B2B brand won’t have the same priorities as a DNVB launching a new product. Each pillar addresses a key stage of the customer journey. Do you want to…

PESO thus supports a consistent, performance-oriented strategy. Data plays a central role in maximising the impact of every action.

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Data is central to a PESO strategy. It enables you to track, measure, and improve each lever.

These insights are invaluable for performance management: which channel drives the most engagement? Which Paid campaigns deliver the best ROI? Which Owned resources perform well and generate shares or press coverage?

💡 Example: A SaaS brand publishes a customer testimonial on its blog (Owned). The article gets a positive response. It’s then turned into a video snippet, shared on social media (Shared), and featured in a newsletter and press article (Earned).

Brands collect vast amounts of first-party data during customer interactions. These come from websites, CRMs, newsletters, or social platforms.

Beyond analysis, this data lets brands deliver the right content, at the right time, on the right channel, to the right audience. Thanks to fine-grained segmentation, brands can personalise Paid campaigns based on interests or engagement level.

Cross-referencing data helps you understand what works. Data strengthens alignment, coherence, and turns PESO into a genuine performance engine.

Right from the start, equip yourself with the right tools to manage your actions and measure performance across each pillar.

The PESO model offers a clear framework for organising marketing channels, aligning messaging, and maximising campaign impact. By linking content, distribution, and measurement, it brings greater consistency, performance, and agility.

With a data-driven approach, brands can better target, engage, and convert.

👉 Discover how DinMo helps marketing teams harness their data and activate the right levers, at the right time.

*AARRR: Acquisition, Activation, Retention, Recommendation and Revenue. TOFU / MOFU / BOFU: Top, Middle, Bottom of Funnel