Gina Luttrell

Not long ago, Gini Dietrich, announced a total revamp of her infamous PESO Model. She incorporated another layer and made a couple other strategic changes.

The new and improved model goes beyond categorizing the four main media channels—paid, earned, shared, and owned. It’s now a comprehensive framework for building a solid brand reputation by strategically using the four areas we’ve come to love and incorporating a brand’s experience, expertise, authority, and trust (often referred to as E-E-A-T).

As I was updating content for the 5th edition – yes, you heard that right – the 5th edition of my book Social Media: Engage, Share, and Connect, I broke down how to integrate E-E-A-T into each quadrant of the PESO model. Here are a couple of examples I’ve included in the next edition that will help guide you:

Paid Media:

• Experience: Paid advertising can amplify your content and reach a wider audience, showcasing your brand’s offerings and building awareness.
• Expertise: Sponsored content with industry influencers can position you as a knowledgeable player in your field.

Earned Media:

• Authority: Positive media coverage from credible sources validates your expertise and establishes you as an authority figure.
• Trust: Third-party endorsements through earned media build trust with potential customers.

Shared Media:

• Expertise: Engaging social media content demonstrates your thought leadership and industry knowledge.
• Trust: User-generated content and positive online reviews build trust and authenticity.

Owned Media:

• Experience: A well-maintained website and blog provide valuable content that showcases your experience and solutions.
• Authority: In-depth content on your owned channels establishes you as a thought leader and go-to resource.

By incorporating the various elements from the PESO, you create a cohesive brand narrative that builds E-E-A-T in the eyes of your audience. They see you as an experienced, knowledgeable, and trustworthy brand, ultimately leading to stronger brand loyalty and customer acquisition.