Using a blend of owned, earned, shared and paid media strategies and tactics, often called the PESO model, I devise smart marketing and communications strategies and campaigns which deliver measurable results.
Traditional public relations can be scatter gun and are incredibly difficult to measure. This digital marketing framework gives my clients control over their communication and provides tracking and evaluation capabilities.
It’s based on publishing stories and information that are valuable to target audiences and using digital channels to reach them. Creating content resources that are interesting, entertaining and useful is the first step in creating and strengthening relationship with people and in driving search engine rankings that deliver real return on investment (ROI).
This digital marketing framework illustrates the connections between communications activities and how each depends on another.
Communications Strategy Development Framework
Effective marketing and communications strategies for today’s savvy media consumers are based on a digital framework which allows audiences to get information where, when and in the format of their choosing. There are literally thousands of platforms, apps, channels, networks and formats. The four broad media categories:
- Owned: An organization publishes its own content online and distributes it to target audiences.
- Earned: Other entities cover an organization’s news and information. This includes media professionals and influencers of every description such as bloggers, Instagrammers, Youtube Creators and more.
- Shared: Other entities share an organization’s content in their own social and digital channels.
- Paid: Advertising, sponsorship and other ‘for money’ ways of extending reach and boosting engagement.
I develop strategies using each media category informed with relevant insights and which fit the specific needs and preferences of each client.
To find out more, contact me to set up a call.