PESO Model: Paid / Earned / Shared / Owned

The PESO Model of Digital Marketing Strategy is the best summary I have seen for a strategy that encompasses all current modalities:

PAID Pay for ads, Pay-Per-Click, PPC Google, Bing, and a half-dozen more of these types of sites. I usually first find success with Google, and then scale to the other sites.

Earned – Working with Influencers… think bloggers and PR and backlinks

Shared: Social Media, Working with Ancillary companies, etc.

Owned – Content Marketing for your content.

Hats off to Gina Dietricht who coined the term and wrote about it. is a more detailed look.