The PESO Model: A Smarter Way to Market Your Brand
March 24, 2025
How Paid, Earned, Shared & Owned media work together to grow your business.
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.
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.
Marketing is changing faster than ever. The tools you used last year, the content that worked, the ads that pulled in sales, none of that guarantees success this financial year. If your strategy feels stuck, it’s time to rethink. Because what got you here won’t get you there. Why FY25/26 Is Different Consumers aren’t the same as they were last year. They’re tired of the same old short-form clips and hype. Instead, they want authenticity, real stories, and content that actually helps them. And it’s not just what people want. It’s how they shop. Today, purchase decisions are slower. People want proof, trust, and a sense of community before they commit. They want brands that get them, that speak directly to their needs, not a one-size-fits-all message. Technology is also shaking things up. AI content is everywhere, but originality is rare. If your content feels “fake” or copy-pasted, people will scroll right past it. And social platforms? Algorithms keep changing, meaning what worked last quarter might not work tomorrow. What’s Out and What Needs Rethinking Recycled Reels that chase trends without purpose Posting just to fill the calendar (hello, “consistency” without meaning) Generic influencer deals that don’t really fit your brand Ads running without strong creative or offers behind them These won’t cut it anymore. Audiences see through it, and worse, they tune out. What You Should Be Doing Instead Build a strategy-first marketing ecosystem. Start with your business goals, then craft a multi-channel approach; organic, paid, email, partnerships, that works together, not in silos. (Learn more about our Marketing Strategy services ). Create content with real purpose. Go deeper than virality. Tell your brand story. Mix evergreen value with timely trends, always in your unique voice. (Check out our Content Creation expertise). Invest in design and production. Beautiful, custom content still stands out, especially on Reels and ads. Cookie-cutter templates won’t cut it. (Explore our Social Media and Branding services). Prioritise community and conversion. Build your own spaces: email lists, SMS, loyalty programs, where real connection happens. Use UGC, testimonials, and case studies to build trust. (We help with Email Marketing and community building). Experiment smartly. Try new formats early, learn fast, and adapt. Don’t Forget Your Website and SEO All these efforts need to drive traffic and conversions back to your site. A well-optimised website and strong SEO strategy are crucial to keep your brand discoverable in the new financial year and beyond. (See how our Website Design and Google Ads and SEO services can boost your digital presence). Ready for Your Marketing Glow-Up? If your marketing strategy looks like it was made for last year, that’s because it was. At Soqual , we’re already ahead of the game. We create future-proof strategies, scroll-stopping content, and campaigns that work across channels, designed for what’s working now and what’s coming next. Want to stay ahead of the curve? Get in touch. Let’s make your marketing strategy work harder this financial year.
In business, first impressions aren’t just important, they’re everything. And more often than not, your logo design is the first thing people see. Before they read your bio. Before they check your pricing. Before they even know what you do, they’ve already made a judgement based on how your brand looks and feels. A well-designed logo does more than look good. It sets the tone, builds trust, and creates instant recognition. It’s not just part of your brand, it is your brand, distilled. First Impressions Matter Picture this. You’re scrolling online and a bold, polished logo catches your eye. You pause. You’re intrigued. You instantly get a feel for the brand before you even know what they offer. That’s the power of good design. It sparks curiosity and builds credibility, and in a split second, it makes someone want to learn more. Your logo is your brand’s handshake. It introduces your business to the world, and whether it lands or not determines what happens next. The Psychology Behind the Design A strong brand identity doesn’t happen by accident. Every detail in your logo, from colour to typography, is an opportunity to say something meaningful. Colour psychology matters. Blues can signal trust and calm. Bold reds can signal energy and passion. Fonts and shapes also play a role. A serif font might suggest heritage and experience. A modern sans serif feels fresh and confident. It’s about creating something that not only looks great, but feels right. Your logo should reflect your brand values and resonate with your target audience and that’s where a strategic approach to logo design and branding makes all the difference. Consistency Is Non-Negotiable Even the most beautiful logo won’t get results if it’s used inconsistently. Your logo should be the cornerstone of your visual identity rolled out seamlessly across social media , websites , emails , packaging, signage, and more. This consistency builds trust and makes your brand instantly recognisable. When we’re building brands at Soqual , we think beyond the logo. We develop full brand systems , with colours, fonts, tone of voice, personality, look + feel and guidelines that help your brand show up confidently and consistently. You can explore more of our branding and digital marketing services here. Real-Life Brand Glow-Ups We’ve seen firsthand how the right logo, combined with a cohesive brand , website , and social media strategy can reposition a business entirely. Take Hunter Valley Granite & Marble. Their original branding didn’t reflect the craftsmanship or calibre of their work. It felt dated and disconnected from the premium quality they deliver. We created a full visual identity that brought their brand into alignment, timeless, professional, and refined. From their l ogo and branding to a clean, modern website design , plus ongoing social media management that keeps their audience engaged, every touchpoint was reimagined to better reflect who they are. Now, they’re showing up with clarity, confidence, and a digital presence that truly does their work justice. Thinking About a Rebrand, or Launching a New Business? Your logo is more than decoration. It’s your brand’s foundation and it deserves to be built with intention. If your business has outgrown its look, or your branding no longer feels aligned, it might be time for a refresh. At Soqual , we design branding that’s clever, strategic, and made to last, from the logo to the brand story, and everything in between. Whether you're launching something new or giving your brand a glow-up, we're here to help you get it right. Get in touch with us or explore our branding services to learn how we can help.
