4 Common Roadblocks to PESO Model Implementation…and How to Overcome Them

During a recent Twitter chat, I shared how to implement a peso model to improve content performance. Yet, despite his enthusiasm for this integrated approach, one of the attendees lamented it’s too bad they’d never convince his executive team to implement it.

It makes me crazy when I hear this, which unfortunately is pretty often. Although they are worded differently each time, the reasons a PESO model just won’t work in someone’s organization boil down to:

• This is naive and inexperienced thinking.
• My boss only wants media placements.
• I can’t get access to Google Analytics.
• We don’t have budget for software or social media advertising…or anything else that might cost $20 or more.

Luckily, all of these obstacles are not insurmountable. Insurmountable is a term best reserved for things such as the historical chances of the Cubs making it to the World Series (or so we thought — Go Cubs, go!). So stop your excuses and get ready to overcome these typical obstacles to PESO model implementation.