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For the past few weeks, we’ve focused on the four media types in the PESO Model™—paid, earned, shared, and owned.

It’s pretty easy to talk about how each of them works individually and at a high level. But how do you implement it at a very tactical level? And how do you measure it? 

When I graduated from college with a degree in English with minors in creative writing and statistics, my parents wondered what the heck I was going to do with my life. I love to write, but I wasn’t going to be a journalist. And statistics was easy, so I got a minor in that. No other reason except that I knew I’d get As in those classes, not because I would do something with it.

When I went out into the world, I thought I would go to law school—and I figured knowing how to write would help in that career, but those plans were foiled.

When my first book was published, my dad said, “Ohhhhh. I get it now! You made a career for yourself, using your passion.” This is a long way to say: I love owned media—or content marketing. And I really, truly believe that every successful PESO Model program begins with owned media. Without it, you have nothing to share, nothing to earn credibility for, and nothing to amplify.

Which is why, on this week’s Spin Sucks podcast episode, we’re going to talk about how to implement a measurable PESO Model program with owned media as the foundation. 

Resources Included:

• Paid Media
• Earned Media
• Shared Media
• Owned Media
• Upwork
• Propel
• Propel Webinar on 4/27
• Contributed Content
• LeadPages
• Unbounce
• Spin Sucks Community

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio