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Each week on the Content Marketing World blog, we’re going to feature a CMWorld 2020 speaker, one of their blog posts that dives into the topic they’ll be covering at CMWorld, and a few additional articles they’ve written to help you prepare for their session.
Today, we’re keeping the series rolling with Gini Dietrich, the developer of the PESO Model used widely by PR and marketing professionals. Her prescriptive and detailed blog posts have helped so many people in our community, and we’re excited to have her share her knowledge again with us this year at Content Marketing World.
The business world, in the last decade or so, has been upended with the introduction of social media and owned media and access to better data.
This is good, but it also means change.
And change is hard.
Human beings don’t always like change.
Sure, we want the latest and greatest gadgets and love to try new restaurants, but when it comes to our daily routines and how we’re accustomed to doing things, it’s not quite as exciting as a new flavor of potato chips.
That’s why the PR industry, in particular, has stayed somewhat stagnant.
There are industry voices who will say any PR professional who says they can tie their efforts back to your business results is a snake-oil salesman.
And, on the other side, there are voices such as Monique Bonner, the vice president of marketing at Dell, who told Mashable, “It drives me crazy when PR people say they aren’t in marketing.”
PR is marketing and sales and customer service.
PR can generate leads, nurture them, and convert them to sales.
It can attract new donors. And help raise money.
And PR absolutely can provide value to an organization’s stakeholders.
Your PR team can do these things better if it uses an integrated PESO model and stops thinking of itself only as a brand enhancer and not a business driver.
The PESO model takes the four media types—paid, earned, shared and owned—and merges them together.
When you integrate the four media types, you may find you also have influencer engagement, partnerships, and incentive programs that extend beyond your internal walls.
And when the PESO model is working at its best, it can help you establish authority.
Authority means you’re a thought leader.
Others see you as an expert … even your competitors.
And Google links to you on the first page of results because it also sees you as an expert.
This is the golden ticket.
But how do you achieve it?
The easiest place to start—because you can control the messaging, the anchor text, and the links—is owned media.
There is a four-step process to content creation, which includes the other three media types.
It begins with an editorial calendar.
This will help keep you and your team of writers on track, particularly if someone is a subject-matter expert and not necessarily a writer.
It’s a great way to both generate ideas and hold people accountable.
It is simply a schedule of content topics that helps ensure you always have a supply of written, visual, and auditory content.
As you begin to fill in topics for your calendar, start with one large circle in the middle of the page.
This is your main topic.
From that circle, draw six or more medium-sized circles. These are your subtopics.
From those circles, you’ll draw several small circles on each, which will serve as your supportive base.
Your main topic is the most competitive key phrase you want to rank for.
The sub-theme is more refined, such as questions people consistently ask in new business or sales meetings.
They support your main topic and go into your medium-sized circles.
Then, the small circles surrounding that medium circle is content you can produce on that one topic.
For instance, create a debate between someone in your office and an industry influencer, talk about trends around the topic or interview an industry influencer.
These go into the small circles.
Continue that until you’ve exhausted all your ideas around that one topic.
In this case, you would have 13 pieces of content that help extend your main piece and begin to showcase your expertise.
Now it’s time to use the PESO model.
You have the content and you’ll use shared media to distribute it, paid media to amplify it, and earned media to rubber-stamp it.
Shared media definitely is not one size fits all, but there are some good rules of thumb to start with … and then test for your own audiences.
It also could take the form of sponsored content on Facebook or LinkedIn or sponsored tweets on Twitter.
You can start with a budget of as little as $5 a day.
LinkedIn also often offers free advertising coupons to those who use the social network often.
While you don’t want to spend money to sponsor all your content, it’s a good idea to test it with one piece each month.
I go into greater detail on how to do this in The Communicator’s Playbook.
Now it’s time to build relationships with industry bloggers, journalists, and other influencers who may share your content—after they learn who you are and what value you might bring to their readers or followers.
Eventually these influencers may share your content, include it in their own content or interview you for a piece they’re producing.
Owned media is, of course, content that you own.
I don’t consider content that’s created specifically for social or places such as LinkedIn Pulse or Medium owned content.
While you own the content, if any of those sites go away, you’ll lose that content.
If you want to truly own it—and never lose it—always publish on your site first and then use those outposts for distribution and promotion.
Start with the content map shown above.
Answer questions customers, clients, prospects, loyalists, stakeholders, your family, and even the trolls ask.
Build your content so one big piece can be repurposed into several smaller pieces.
If you do that, you’ll make it seem like you are everywhere, all at once.
Now that you have a PESO model working well for your content, it’s time to determine the PR metrics and be certain it’s working.
For each media type, there are different metrics to track.
Paid Media. It depends on the tactics you use under this umbrella, but could include the following:
Earned Media. Earned media got its name because you garner results from the relationships you earn—with influencers, journalists and bloggers.
To measure the effectiveness, consider the following metrics:
Shared Media. You have to track the number of fans and followers, because sharp declines—or a trend of decreasing followers—will tell you something is wrong.
But an increase, week after week, do not results make.
The following do:
Owned Media. The beauty of owned media is it completely integrates with the other three media types.
Think about the following:
If you start with content you’ve created and use the PESO model to distribute it, it can help you find success you can build on.
Start with just one piece and move from there.
Walk, then jog, then run—and then you can fly.
This post originally appeared on the Spin Sucks blog.
Looking for even more from Gini? Check out these three blog posts that will help you dive deeper in to the PESO Model and prepare you for her CMWorld session:
Register today for Content Marketing World 2020, where you’ll hear from Gini Dietrich explaining the PESO Model and 150+ other incredible content marketing leaders. Use SPEAKER100 to save $100 off your pass!