The PESO model has been used in PR campaigns for years, and it’s a model that can work for your book promotion and marketing efforts.
Trying to promote yourself and your writing can seem like a huge, overwhelming task. Wouldn’t it be nice to strategize your plan of attack rather than guest-blogging for every website that will have you or signing up for every social media site willy nilly?
Enter the PESO model. The PESO model (Paid, Earned, Shared, and Owned) combines all the best features of PR and marketing to help you create a strategy to promote yourself and your book (or upcoming book).
So what’s this PESO thing? Historically speaking, PR and marketing were two separate entities and never the twain shall meet. Gini Dietrich, a foremost expert on PR and marketing in the digital age, author of Spin Sucks, and founder/CEO of Arment Dietrich has been a champion of the PESO model. Dietrich says that if PR professionals are not putting the PESO model to work for their company, they will not have a job in 10 years. Many think that is an overestimation… that the true number is more like five years!
Holy Smokes, Batman! How can we make this model work for authors and their book promotion? To get started, let’s take a look at exactly what the PESO model is:
PESO stands for:
Paid Media. Paid Media for PR covers things like sponsored content, paid ads, and email marketing.
Earned Media. Earned Media is getting your name in print, speaking at conferences, writing guest articles, and being in magazines. Learn how to write a press release, let the world know about your work.
Shared Media. Shared Media is social media, which includes great social campaigns on Twitter and Facebook. It also includes other sites like Pinterest, Instagram, Vine, Google+, and LinkedIn.
Owned Media. Owned Media is the content you create and it is on your blog or website. Your books or other content would also fall into this bucket. You get to control what it says about you, your company, and your products.
When the PESO model works, you will begin to be known as an authority, which leads to further engagement with your audience. It will also create opportunity for future partnerships and programs. The trick is to start small and build your material before launching into your PESO program.
Some suggestions to help you get started:
- Set up a writing calendar to keep your posts on track.
- Take your topic and divvy it up into multiple posts to show that you have expertise on the subject.
- Publish your material.
Now you can get to work using the PESO system.
Paid Media. Create sponsored content on social media first as this is fairly low cost. Also consider doing PPC (pay-per-click) ads.
Earned Media. Create lists of bloggers you admire and want to work with on Feedly, LinkedIn, and Twitter, and then share their material repeatedly. Comment on relevant material when you can. The goal here is to start conversations with them and eventually get them to share your material as well.
Shared Media. Post your content to social media (Facebook, Twitter, Google+, LinkedIn). Do tests to see what frequency works best for your audience. Since the Facebook algorithm continues to change, this is where you will most likely use sponsored content.
Owned Media. Continue to write to your own blog and on your website. Direct your story the way you want it to go.
After you have the PESO model working for you, the next step is look back and measure what is working and what needs tweaking. Take a look at things like new visitors to your site, new fans on social media, how many times people clicked your ad, and web traffic from other blogs or news sites.
Any tips on making the PESO model work for you? Tell us in the comments.