Just a month ago, an updated PESO model was released. It is based on Google's well-known E-E-A-T principle, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
What has changed?
In Paid Media:
At its core, the Paid Media section is still mostly about paid traffic generation, lead generation and brand advocacy, and sponsorships. However, more and more CEOs expect communications to become more and more connected to sales generation. And they are ready to allocate budgets for this if the ROI can be calculated. Thus, the new version of the model has a separate block on lead generation.
Earned Media:
The biggest change in the Earned Media category is that materials from journalists and bloggers are only one aspect. News TikToks, influencer marketing (which can also be used in Paid Media), and interaction with journalists on X and Facebook are becoming increasingly important here. Also, reviews, co-branding, partnerships, charity projects, community service, community building, brand ambassadors, community management, User-Generated Content, CSR projects, SEO efforts, and backlink strategies are becoming increasingly important here.
Shared Media:
These have evolved from conventional social media to reviews, forums, mentions, aggregation of topical content, "private" social media (such as WhatsApp, Viber, Telegram, etc.), video creation for YouTube Shorts, Instagram and TikTok, social media monitoring, and organic engagement.
Owned Media
This category includes blogs, websites, podcasts, videos, live streaming, storytelling, brand journalism, internal communications, generative search, and generative artificial intelligence for content creation and adaptation. When it comes to budgeting for this category of expenses, the costs of content creation (text and video) and software for creation and distribution should be included.
What are the future trends in developing the PESO model for communicators? The authors of the revised model identify the following:
Greater integration of AI. Artificial intelligence will continue to play a significant role at various stages, from content creation to personalization and SEO.
Increased importance of authenticity. As consumers become more sophisticated and rely on AI for content, the authenticity and quality of the messages created will become crucial.
The emergence of new media platforms. With the emergence of powerful platforms such as TikTok, new types of media and platforms will emerge
Measurement and analytics. With the development of analytics and data tools, you will have access to improved measurement capabilities. This will allow you to track ROI across all media types.
Blurring the lines between media types. The distinction between paid, earned, distributed, and owned media will continue to disappear, and integrated campaigns will become the norm. This will require a more holistic approach to creating strategies, ensuring that all types of media are seamlessly integrated into your communications.
Based on https://bit.ly/4cqUAHW