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April 12, 2018
12 Apr 2018

Where Does the PESO Model Belong?

Estimated Reading Time: 9 minutes

PESO ModelGuest Post by Gini Dietrich

A few weeks ago, Brandon Andersen wrote here about the PESO model and how to use it in content distribution. As an example, he used the goal of producing 2,000 downloads that equate to marketing soft leads for sales.

He said, “This goal should be shared across the entire marketing/communications department. It’s not a content marketing goal or a PR goal. It’s a multi-department goal.”

And then he went on to outline how content, social and PR should work together to reach the goal of 2,000 downloads.

It’s very good and I recommend you read it, if you haven’t already. Go ahead. I’ll wait. Good, right?

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Waxing UnLyrical in Your Inbox

Waxing UnLyrical in Your Inbox

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  • PESO
March 8, 2018
08 Mar 2018

The PESO Model: The Content Distribution Super Strategy

Estimated Reading Time: 8 minutes

PESO modelGuest Post by Brandon Andersen

Have you written a great piece of content and felt like it was going to be a hit, only to have it fall flat once it was published?

I think it’s safe to say we all have.

There was a time, about 10 years ago, when the saying, “If you write it, they will come,” was true. Back then a great piece of content would be picked up by someone in social media, or by an industry influencer, and it would go nuts, seemingly all by itself.

Now, we’re fighting through an oversupply of content known as content shock, which makes getting our great content seen incredibly difficult. So how can we cut through the clutter?

Pulling together your A-Team

The PESO model hits many different distribution channels at once with your story-generating industry buzz that goes beyond simple distribution techniques like paid social and cost-per-click programs.

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Waxing UnLyrical in Your Inbox

Waxing UnLyrical in Your Inbox

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Heidi Sullivan

Heidi SullivanHeidi Sullivan is a global marketing and product management executive who specializes in transformational implementation of marketing programs, go-to-market strategies, product portfolio management and change management for rapid-growth SaaS businesses with in-depth experience in Marketing Technology.

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips

JenJennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.