The PESO Model: Content Marketing in Your Creative Business




lower body of a woman wearing animal print skirt with bare feet walking in the sand with a bouquet of flowers in her hand

Are you focusing on content marketing in your creative business? If so, you’ll want to learn more about the PESO model.


By applying the PESO model, you can be sure you’re taking a well-rounded, effective approach to your content marketing strategy. This means you can increase your capacity to reach potential clients and the revenue you generate.


But, what is the PESO model and how you can apply it to your content marketing strategy right away?


What is the PESO Model?


PESO is a content marketing model. It stands for different types of content including paid, earned, shared, and owned.


Here are some examples of these types of content:


  • Paid: Paid content marketing is marketing you exchange money for. This includes all types of paid advertising, including search ads and social media ads.

  • Earned: Earned content refers to the content you earn with your time or effort. This can include being a guest on a podcast or writing a blog post. You might not be paying cash money for it, but it’s still not necessarily free.

  • Shared: Shared content is primarily social media and some user-generated content. For example, posting engaging content on your Instagram (or other social platforms).

  • Owned: Owned content is the content you create on your own platforms. This includes the copy on your website as well as the content posted in your blogs.

Knowing the PESO model is the first step to creating content with intention, especially if you're preparing for a marketing push.


martini glasses on a mirror with pink liquid inside beside some flowers resting on a blanket on a beach

How to Apply the PESO Model In Marketing


The PESO model helps you cover all the bases of your content marketing. By applying this strategy in your creative business, you increase your opportunities for interaction with your ideal clients.


The process of applying this model starts when you’re in the pre-launch phase of your new offering (whether that’s a service, product, or course). Before you begin creating your content, you need to consider how you can touch on each aspect of PESO during your marketing campaign.


These questions will help you get started using PESO:

  • What advertising platform will bring you the best return on your investment? Which one is most suited to reach your audience? How will you create the paid ads? These questions will help you decide the best paid content strategy for your goals.


  • How can you better reach your audience? Are they reading blogs or listening to podcasts? If so, which ones? Answering these questions will help you strategize on your earned content marketing opportunities.


  • What message resonates with your ideal client? What kind of social platform are they most likely to engage on? How can you connect with them in an authentic way? Answering these questions will help you form a shared content strategy so your business can be top-of-mind to your audience.


  • What relevant topic could you write about on your blog? How can you work your offer into the copy? What channels can you use to promote that blog? Answering these questions will help you take the first step to creating owned content that you can use to promote your business.


This strategy is just the push you need to get more paying clients to your new offer. It can help build excitement and interest, and can also be used to share information on what your offer is all about.


Level-Up the Content Marketing in Your Creative Business

Once you start implementing the PESO model in your content marketing strategy, you’ll wish you had known about it sooner. It makes breaking down the individual points of content marketing so easy. Nailing this strategy in your creative business gives you the opportunity to reach more clients, make more money, and watch your creative business thrive.


Interested in learning more about marketing? Learn more by reading our blog post about Marketing Strategies for Creative Professionals.


15 views0 comments

Recent Posts

See All