Benefits of Pinterest in Content Marketing
Let’s start with Pinterest’s audience and the fact that 73% of its 250 million ACTIVE user base say that branded content is useful. Perhaps knowing that 1in2 users make a purchase after seeing a promoted pin is even more intriguing...
Credit: @opdiewave on Pinterest
How can you get the most from Pinterest?
Here are 3 things that will help you start using Pinterest effectively (and reap the value);
1. Understand where you sit in the current trends. Pinterest records and shares trending hashtags across the platform so you can be armed with the data to help you create the right content for what your audience searches! So helpful; browse the trends here.
2. Plan in advance! Another very helpful resource from Pinterest is the seasonal calendar (from last year) which shows when pinners start looking for inspiration. This year they have created a guide which shows the 4 different stages people are at during these uncertain times and how to tailor your Pinterest content accordingly.
3. If you're advertising you're probably doing this BUT remember that Pinterest has its own tracking code to add to your website (just like the Facebook pixel and Twitter's conversion tracking) Step by step guide for adding the Pinterest Tag can be found here.
4. Pinterest is effectively a visual search engine. Treat it as you would Google and Bing. Consider how you name and describe pins, using relevant keywords or phrases. Pinterest is indexed by search engines and you’ve likely noticed boards shown in your google searches. Organise your pins into well-named boards and use the scheduler in Pinterest to ensure you are consistently publishing content to the platform.
Credit: @OhJoy’s saved pins on Pinterest
The impact of a Pinterest content strategy
For one client, who hadn’t pinned to their account in over a year, they were receiving less than 100 impressions per month. After reviving their account, re-naming boards and optimising Pin descriptions, they have started to receive upwards of 17.1k impressions per month. This is impacting website visits, informing our content strategy and leading to new business enquiries.
Credit: Sprout Social
Pinterest has a wealth of opportunity even if your strategy is NOT to use the channel actively. This data alone can inform marketing decisions. For example, understanding the trends and seasonality calendar can inform your content for email campaigns or even inspire new areas of product development/evolution!
Starting to see Pinterest differently? Will you consider Pinterest in your existing or future marketing and content strategies?
