Paid earned shared owned media
The PESO framework is ultimately getting at one thing: how your company represents itself to the outside world. Successful content marketing starts by understanding who you are talking to, what is of value to them, and where they look for this information. Once you have that, every piece of content needs a purpose and every type of media needs to be used, creating a full circle of strategically driven, interesting and tailored communications.
This whitepaper from Lead Forensics provides a step-by-step guide to refining this strategic form.