John Yembrick is the global director of Content & Editorial Strategy at Lockheed Martin. In this role, he oversees internal and external communications tools, including GenAI,as well as the editorial and content distribution strategies associated with them. He manages the planning, preparation, writing and development of digital communications for the company’s intranet, website, social media channels and other platforms, including articles, photographs, videos, graphics and posts. He also oversees Lockheed Martin’s external websites, mobile applications and social media properties, with responsibility for content strategy, resource planning, and performance standards for all owned communications channels.

He previously worked as NASA’s first digital communications director, sharing some of the most compelling content in the world. John has over 20 years of experience in communications, and has managed media relations, video, still imagery, social media and websites.

Mastering the PESO Model: Unifying Content Strategy, AI, and Organizational Prioritization for Maximum Impact

Competition for attention has never been fiercer. If you want to create scroll-stopping content that captures audiences across every user journey, you need a content strategy that unites internal and external communications. Learn how one major brand transformed its approach using the PESO framework—which seamlessly integrates Paid, Earned, Shared, and Owned media—to maximize reach, engagement, and impact.

Whether you’re a communications leader, content strategist, or marketer, this session will equip you with the tools to streamline your content strategy, integrate AI-driven efficiencies, and elevate what truly matters in your organization.

In this session, attendees will learn:

• New content consumption trends reshaping the PESO model and what they mean for your strategy
  
• Case study: The PESO framework in action, including:

Paid: Driving demand through strategic amplification, sponsorships, and advertising

Earned: Securing media placements for credibility and SEO impact

Shared: Building engaged communities across social platforms

Owned: Crafting videos and posts that boost awareness, loyalty, and conversions

Harnessing Gen AI to optimize performance—how AI-driven content creation, personalization, and automation can supercharge your PESO strategy

• Transforming your organization to prioritize what matters most—strategies for aligning resources, messaging, and execution to focus on high-impact initiatives
  
• Building a seamless content plan, calendar, and workflow that continuously feeds the content engine
  
• Essential KPIs and reporting tactics to measure success across the entire PESO ecosystem