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The PESO Model: Four Types of Online Content That Affect Your Law Firm’s Online Reputation

Investing in an informative, user-friendly website for your law firm is a good use of your law firm marketing budget. If you update your website frequently, such as by posting new content on your blog once a month or more, that is even better. Even if you have the coolest and most authoritative website about your practice area of all the law firms in your city, there is still more to your online reputation. Online marketing, whether by developing an aesthetically and intellectually appealing website or advertising on other sites, there is still more to the picture. Word of screen is the new word of mouth, and the screen of computers and mobile devices can give prospective clients a good or bad impression of your law firm, sometimes before they even lay eyes on your site. In the book Spin Sucks, Gini Dietrich describes the four kinds of online content that combine to form your online reputation; she classifies them using the acronym PESO, which stands for paid, earned, shared, and owned.


P Is for Paid



Paid content is advertisements that you pay for. They can be ads that display above the organic search results on Google, or they can be display ads on other sites. If you paid to have your law firm listed in an online directory, this also counts as online content.


E Is for Earned


Earned content is when a professional media source makes an unsolicited mention of your law firm. For example, when a local newspaper or TV news station mentions your law firm in connection with a news story about one of your cases, this is earned media. (Because almost all print and video news can also be accessed online, it counts as earned content whether it is published online only or also on an old-fashioned medium.)


S Is for Shared


When Internet users, as opposed to professional producers of web content, share links to your site, this is shared content. For example, if a visitor to your site emails a blog post from your law firm’s site to her mother because it talks about a subject they are both interested in (for example, criminal justice reform), or if a client shares his location with his wife on What’s App while he is at your office, that is shared content. It is also shared content when clients post positive or negative online reviews of your law firm.


O Is for Owned


Owned content is your own website. You have complete control over what appears on your site; if you allow comments, you can moderate them. Updating the blog on your website can help boost its organic SEO rankings.


The Best Owned Legal Content Money Can Buy


The best way to get good earned and shared content is to be the best lawyer you can. For the best possible owned content, leave the website content and blog posts to professional content marketers. Contact Law Blog Writers to get shareable, trustworthy content for your law firm’s website.

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