Facebook and Instagram Ads in 2021

The world of media can be overwhelming, especially when you're trying to determine the best way to market your business. Enter the PESO model—a framework that categorises media into four distinct types: Paid, Earned, Shared, and Owned. Understanding how these work together can help you build a strong marketing strategy that drives brand awareness, engagement, and conversions. Let’s break it down. Owned Media: Your Brand’s Digital Home Owned media includes content and platforms that your brand controls—your website , blog , newsletter , and social media accounts. This is the gold standard of marketing assets—the most valuable data you can ever own. Unlike other media types, owned media gives you complete control over your message, audience insights, and long-term brand growth. It’s the foundation that fuels every other part of your marketing strategy. Key Owned Media Assets: Website content – Your website is often the first place potential customers visit. Blog articles , landing pages, and help articles are all part of your owned media strategy. (Read more about content strategy in our blog on Always-On vs. Campaign Marketing .) Social media accounts – While you don’t control how content is distributed, you do control the message you put out. Newsletters – Email marketing remains one of the best ways to engage with your audience on your terms. Owned media is excellent for nurturing existing audiences but isn’t always the best way to reach new customers. That’s where the other parts of PESO come into play. Learn more about our content marketing services . Paid Media: Expanding Your Reach Paid media is any exposure you pay for—from digital ads to sponsored content. It’s a great way to get in front of new audiences quickly and drive targeted traffic to your owned media. Types of Paid Media: Social media ads – Platforms like Facebook, Instagram, and LinkedIn allow you to reach highly specific audiences based on demographics and interests. Search Engine Advertising (SEA) – Google Ads and other pay-per-click (PPC) campaigns help you capture search intent and drive conversions. Paid media works best when used alongside owned and earned media, ensuring that your content reaches the right people at the right time. Need help with paid advertising ? See how we can help . Shared Media: The Power of Social Engagement Shared media encompasses all social media content about your brand that isn’t directly posted by you. This includes customer posts, reshares, user-generated content, and influencer collaborations. Examples of Shared Media: Customer reviews and testimonials Social media shares and mentions Community-driven discussions on platforms like Facebook groups or Reddit Encourage engagement by creating shareable content—videos, infographics, and interactive posts tend to perform well. Discover how we build high-impact social strategies. Earned Media: Your Brand in the Spotlight Earned media is coverage that your brand receives organically, whether through PR efforts, influencer shoutouts, or customer advocacy. Unlike paid media, you don’t have control over earned media, but it’s one of the most powerful forms of credibility. Examples of Earned Media: Press coverage – Being featured in news articles or industry blogs. Influencer endorsements – When influencers talk about your brand without a paid partnership. Word-of-mouth and referrals – Organic recommendations from happy customers. Earned media is hard to control, but you can influence it by creating high-quality, shareable content and building relationships with journalists and influencers. Want to grow your brand’s credibility? Let’s talk . Bringing It All Together: The PESO Strategy Each component of the PESO model is powerful on its own, but the magic happens when they work together. For example: A blog post (like the one you're reading) (owned media) can be promoted through social ads (paid media), shared by your audience (shared media), and picked up by a news outlet (earned media). A paid partnership with an influencer (paid media) can lead to organic shares (shared media) and PR opportunities (earned media). Start with owned and shared media—they’re low-cost and effective. As your strategy matures, incorporate paid and earned media to amplify your reach and results. Looking for a marketing strategy that integrates the PESO model seamlessly? See how we can help or learn more about Soqual .