Beyond our personal needs to showcase aesthetics for our dream homes, pets or partners, the ultimate vision board platform Pinterest, has the ability to level up your content marketing strategy.
It was reported in 2019, that Pinterest had more than 300 million active users a month. Quoted as being one of the most popular social media sites globally, the platform may not be the first, second or third, site that comes to mind when you think content marketing, but it shouldn’t be the last.
Fundamentally, Pinterest is a place for users to source visual content. Unlike Instagram where searched imagery varies greatly based on how content has been hashtagged, Pinterest operates on keywords for discoverable content. Although hashtagging does play a part, it isn’t the only way to find what you are looking for. In that way, the site can be seen as a social search engine.
Pinterest sources answers for its users, and with a few tips, your brand can answer that internal question mark.
Firstly, setting yourself up with a Business Account allows you to connect other socials such as Instagram and YouTube. This will impact gaining followers as it keys into pre-existing ones on other social media platforms related to your brand. Pinterest Business also grants access to tools unavailable to those with a personal one, specifically, Pinterest Analytics.
The analytics tracking abilities allows your brand to measure how your Pin performs (don’t worry we’ll get to Pins next), growth of followers and traffic source. There is also a range of other metrics from Impressions to Clicks and Affinities which shows what your audience typically engage most with.
Getting a Business Account is free and easy, and therefore shouldn’t be skipped.
To put it simply a Pin is a post. It’s a tweet, it’s a status update, it is a published piece of content which can be of an image, video or text. It’s a snippet of information that you can use to backlink to its primary source. It’s the content carrot you dangle in front of your audience that leads them to your product or brand.
Pin’s can be RePinnned - Pinned by someone other than the creator onto a users board, and they can also be promoted. This means they will have a higher ranking in search results and on the home feed. This differs from Rich Pins which shows data on the pin itself synced with information from the backlinked source of the Pin.
A Rich Pin might be more effective if you want to give your audience a prelude to what is on the other side of the click-through.
Alternatively, pinning content in groups, dubbed Boards, enables your audience to get a visual sample of campaigns and content, and an overall sense of who your brand is.
The images you choose to represent your post, in many ways count more on Pinterest than the words used to headline them.
In order to give it the best chance of success, create pin-worthy images such as infographics. When it comes to classic imagery, the more organic looking content performs better on the social media site, than over-edited, over-stylized pictures.
If you are marketing a new style of glasses, for example, make sure your potential customers can imagine themselves wearing it, and aren’t distracted by anything else going on in the frame.
Remember the users across Pinterest are searching for content on a personal level and so retaining that sense of relatability is key with such a vast global reach.
If you want to make the most of Pinterest then some research is key. Like any other social media source, there are ways to optimize content to give it the greatest advantage of reaching its intended audience.
Work out when the best time to Pin is based on your target audience, and like you would when you are writing a blog post or article headline - some SEO strategy is needed with Pinterest too. Much like you would elsewhere, look into keywords and add them to your Pin titles and description and even the file name of your chosen image to Pin.
Finally, make it easy for users to also Pin content from your main site. One piece of content could lead a user to your site, but embedding the ability to Pin directly on your page will only keep them coming back.
Like many of the more commonly used social media spaces to market content, Pinterest can also track and expand your reach and engagement. This will enable your brand to adapt its implemented strategy as it goes until you find one that fits.
There may be a reluctance to add another social medium to your resume, but one of the best parts of Pinterest is that you don’t need to create new content. Just make a Pin for something preexisting, whether it’s on your website, Facebook page or Instagram feed, and share away.
Currently, only 28% of marketers on a global scale are utilising Pinterest for content marketing, but that number is steadily growing. While the site isn’t so saturated with ads from competitors, give yourself a foothold in the untapped source for reaching new and existing audiences.
Like Pinterest, Streams is ideal if you want a visual layout of inspirational content for your next campaign. Saveable searches and up to date on trending topics, Streams is the simple marketing tool you’ve been looking for.
Say it better with Streams - we help make content clearer so you can find the inspiration for your next marketing campaign.
See trending topics here:
See inspirations here: