PESO, a model developed by Gini Dietrich, groups media into paid, earned, shared and owned. Murfin Group runs it in a different order: owned first, then shared, then earned, and paid last, only for content that has already proved it sticks with your buyers. Paid spend then goes behind pieces you already know work.
Owned, shared, earned
Owned media is what you publish yourself: your site, your articles, your email. Shared media is where your audience tests it, on LinkedIn and in communities. Earned media is when others pick it up: journalists, analysts, podcast hosts, a CISO quoting you to a peer. Each stage filters the content for the next.
Why paid comes last
Paying to promote untested content means paying to learn what doesn't work. By the time a piece has done well on your own channels, been shared by your audience and picked up by others, you know it lands. That's the piece worth putting money behind.
Our Tools and tactics page sets out the tactics we use at each stage.