May 10, 2016 / by Katie Gaab

Of the 362 ads your audience is exposed to each day, only 12 make a big enough impression to provoke action.

It’s not just ads that lack effectiveness in today’s world. All content can get drowned out, making it important to have an integrated marketing strategy that includes influencer marketing.

Cision’s new tip sheet, “How Influencer Marketing Fits Into The PESO Model,” discusses how to merge influencer marketing with paid, earned, shared and owned content to make an impact on your audience.May10_TS_Blog_240x280

Here’s a quick look at why the PESO model and influencer marketing are so important and what types of tools brands need to make them work together:

The PESO Model

Introduced by Gini Dietrich, the PESO model is the integration of paid, earned, shared and owned content. While each serves an individual purpose, brands need to integrate all four elements in order to be heard.

Paid media includes traditional, social, native advertising and sponsored posts. Earned media refers to your media coverage, while shared media revolves around your social media channels. Finally, owned media is all the content your brand creates and controls.

Influencer Marketing

Influencers can do a lot for your brand if you’re willing to nurture these relationships. Earn their trust by making your outreach genuine. Then, you’ll reap the benefits of this crucial partnership.

Influencer marketing ROI can product an average of $6 per dollar spent. They also are tied with email for being the most cost-effective customer acquisition channel.  Why? Approximately three-fourths share additional posts about your brand outside of paid agreements. Brands not leveraging this tactic are missing out!

The Necessary Tools

Half the battle of combining PESO and influencer marketing is knowing where your influencers are most vocal, which topics they are invested in and what types of opportunities they’re looking for next. A media database can help you pinpoint who to target and how to get in touch.

Cision Global Insights can also help your brand by assessing traditional and social media to determine how to integrate a balanced mixture of the four major media types. The data it reveals can also help you measure the success of your campaigns to guide and customize future efforts.


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About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.