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Tools and tactics · The PESO model

We earn attention first.
Then we pay to scale what works.

PESO stands for Paid, Earned, Shared and Owned media. We run it in a different order. Paid comes last, and only for content that has already proved it sticks with your buyers.

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Content earns its budget before we spend one

Every piece starts on your own channels. Your audience tests it, other people pick it up, and only what passes the stickiness test moves into paid.

The order we run it

Owned, Shared, Earned, then Paid

Each stage filters the content for the next. By the time we spend money, we already know your buyers care.

  1. 01O

    Owned

    Content we create on channels you control. This is where your story lives.

    Tools and tactics
    • Website and landing pages
    • Articles, blogs and case studies
    • White papers and downloadable guides
    • Interactive quizzes and self-assessments
    • Email newsletters
    • Podcast and video library
    What we watch

    Which pieces your target accounts read, how long they stay, and what they do next.

  2. 02S

    Shared

    Your audience tests the content for us. What they comment on, save and pass on tells us what sticks.

    Tools and tactics
    • LinkedIn programs for founders
    • Short video clips and carousels
    • Employee and partner advocacy
    • Roundtable follow-ups
    • Communities and groups
    What we watch

    Comments, saves and shares from the decision makers on your target map, not likes from strangers.

  3. 03E

    Earned

    Others pick the story up. Coverage and invitations you can't buy, and that buyers trust most.

    Tools and tactics
    • Media relations and press releases
    • Op-eds in cyber and business outlets
    • Keynotes, panels and podcasts as a guest
    • Awards and industry reports
    • Analyst and influencer relations
    What we watch

    Pickups, interviews and invitations, and whether your story is being repeated in your words.

The stickiness test

Content graduates to paid when it…

Sticky ideas are simple, unexpected, concrete, credible and emotional, and they come with a story. We check for the evidence before we spend.

  • Reaches the right peopleDecision makers from your target map read it, not just anyone.
  • Gets a reactionComments, saves and shares from buyers, not just likes.
  • Gets repeatedOthers quote it, share it or pick it up in the media.
  • Starts conversationsReplies, connection requests and meetings trace back to it.
  • Holds attentionPeople finish it, and come back to the site after it.
Why paid comes last

Paying to push untested content buys reach, not trust

Paid last

You scale what already works

  • Budget goes behind ideas buyers have already responded to
  • Ads look like content people have seen others share
  • Every dollar is backed by earned credibility
Paid first

You pay to find out what doesn't work

  • Spend goes on guesses about what buyers care about
  • Cold ads ask strangers for trust they haven't given
  • Results stop when the budget stops
Tools we use

The stack behind the stages

Apollo.ioVisitor tracking, target accounts and outreach sequences
LinkedInFounder programs, sharing and paid amplification
Claude and ChatGPTResearch, drafting and testing angles, set up for your brand
WebflowFast landing pages and owned content hubs
YouTube and podcastsVideo stories and the clips that feed social
RoundtablesInvite-only rooms where trust is built in person
Start here

Find out which of your content already sticks

Send us your destination. Within one business day you get a one-page path, including what to test first and what's ready to scale.

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