We all love the idea of having our own Pinterest board, right? It shows off our taste to the world, allowing them a glimpse into just how unique and interesting we are.
But Pinterest is more than just a catalog of images that inspire us to try new recipes, redesign our kitchens, or plan a wedding without our partners knowing (we know you do it, but we won’t tell 🤐).
Pinterest is also a powerful marketing tool.
Before you start panicking about how incessant advertising might ruin the one platform that you treat as your haven, hear us out.
One of the best things about Pinterest is its plethora of ways to organically promote content that your audience cares about. That means you’re getting practically free Pinterest advertising without ruining the look and feel of the platform.
Pinterest works differently than other social media platforms. The platform does not consider followers the same way Facebook and Instagram do, where more followers give a post legitimacy.
Instead, it identifies a pin as relevant when it gets repinned. Because of this, it gets pushed more in search results. As a pin earns impressions, it gains potential for more impressions.
In order to get your message across to a massive audience that is busy curating their board as we speak, you have to give them a reason to repin your work.
When it comes to choosing what you should or should not pin, start with the goal. We have already established that for organic and free advertising, your goal is that your audience will repin your content. You must engage them by inspiring them, or piquing their interest, or making them laugh. Create pins worth saving! This way they will want to make your post a part of their board.
Here are some other Pinterest tips to keep in mind:
📌 Make sure to include branding in your content, but keep it subtle enough so that it doesn’t stick out like a sore thumb. If it’s too in your face, your audience may not want to pin it and you lose traction from the start.
📌 Another Pinterest best practice to keep in mind is to focus on keywords that your audience is likely to search. If you use targeted keywords, you will come up in users’ searches and your brand will gain increased visibility. Take some time to compile relevant keywords and come up with appropriate board names.
📌 Pinterest, like Instagram, is a very visual platform and not just any old images will do. Plan your Pinterest imagery to catch the attention of a scroller.
📌 Don’t just post and pin to create content. Be deliberate with your content strategy—this is a good time to curate your board. Entire boards can draw users and turn them into followers, so that they know where to keep going for more content. For example, if you’re a men’s clothing eCommerce shop, don’t just pin a shirt or slacks here and there, create boards with outfit ideas for different occasions and seasons.
📌 Remember, a pin can be linked back to a description for more context. This means Pinterest can always play a part in a larger advertising campaign for your business. Just pop your store URL, or even better, a landing page URL, into the pin to lead traffic to your website.
📌 When in doubt, research what other companies are doing with their organic content on Pinterest, and emulate the strategies you like.
Any avid Pinterest user won't think twice before answering a firm “No”!
But that’s probably because they use real life to influence their Pinterest boards and not because they're marketing mavens.
The truth is, Pinterest does not rely entirely on fresh content to overtake older content on its feed. Pinterest has stated that all content across board browsing, search browsing, home feed, and category feed is viewed equally. 🤯
Pinterest decides what should make it to a person’s feed according to the quality of each post as opposed to how recently it was uploaded. As a brand, quality over quantity will definitely serve you well.
We all love the idea of having our own Pinterest board, right? It shows off our taste to the world, allowing them a glimpse into just how unique and interesting we are.
But Pinterest is more than just a catalog of images that inspire us to try new recipes, redesign our kitchens, or plan a wedding without our partners knowing (we know you do it, but we won’t tell 🤐).
Pinterest is also a powerful marketing tool.
Before you start panicking about how incessant advertising might ruin the one platform that you treat as your haven, hear us out.
One of the best things about Pinterest is its plethora of ways to organically promote content that your audience cares about. That means you’re getting practically free Pinterest advertising without ruining the look and feel of the platform.
Pinterest works differently than other social media platforms. The platform does not consider followers the same way Facebook and Instagram do, where more followers give a post legitimacy.
Instead, it identifies a pin as relevant when it gets repinned. Because of this, it gets pushed more in search results. As a pin earns impressions, it gains potential for more impressions.
In order to get your message across to a massive audience that is busy curating their board as we speak, you have to give them a reason to repin your work.
When it comes to choosing what you should or should not pin, start with the goal. We have already established that for organic and free advertising, your goal is that your audience will repin your content. You must engage them by inspiring them, or piquing their interest, or making them laugh. Create pins worth saving! This way they will want to make your post a part of their board.
Here are some other Pinterest tips to keep in mind:
📌 Make sure to include branding in your content, but keep it subtle enough so that it doesn’t stick out like a sore thumb. If it’s too in your face, your audience may not want to pin it and you lose traction from the start.
📌 Another Pinterest best practice to keep in mind is to focus on keywords that your audience is likely to search. If you use targeted keywords, you will come up in users’ searches and your brand will gain increased visibility. Take some time to compile relevant keywords and come up with appropriate board names.
📌 Pinterest, like Instagram, is a very visual platform and not just any old images will do. Plan your Pinterest imagery to catch the attention of a scroller.
📌 Don’t just post and pin to create content. Be deliberate with your content strategy—this is a good time to curate your board. Entire boards can draw users and turn them into followers, so that they know where to keep going for more content. For example, if you’re a men’s clothing eCommerce shop, don’t just pin a shirt or slacks here and there, create boards with outfit ideas for different occasions and seasons.
📌 Remember, a pin can be linked back to a description for more context. This means Pinterest can always play a part in a larger advertising campaign for your business. Just pop your store URL, or even better, a landing page URL, into the pin to lead traffic to your website.
📌 When in doubt, research what other companies are doing with their organic content on Pinterest, and emulate the strategies you like.
Any avid Pinterest user won't think twice before answering a firm “No”!
But that’s probably because they use real life to influence their Pinterest boards and not because they're marketing mavens.
The truth is, Pinterest does not rely entirely on fresh content to overtake older content on its feed. Pinterest has stated that all content across board browsing, search browsing, home feed, and category feed is viewed equally. 🤯
Pinterest decides what should make it to a person’s feed according to the quality of each post as opposed to how recently it was uploaded. As a brand, quality over quantity will definitely serve you well.
How Your Digital Content Strategy Can Generate Inexpensive Growth Through Organic Traffic
“Content is king,” right? We’ve all heard it before, and we are all subjects to our content overlord.
If you think that’s a bit dramatic, you might be surprised.
An effective digital content strategy can serve the dual purpose of giving your website ranking authority in searches while also appealing to audiences by providing valuable information. In other words, investing in good content will help draw inexpensive organic traffic through meaningful engagement.
When done right, your content can generate organic traffic with long-term ROI at a fraction of paid traffic costs.
If you’re still not sold on the reigning power of content, here’s our proclamation to declare that content is, indeed, still king.
Quality content and a healthy organic digital content strategy can increase web traffic at lower costs than running paid ads. You can grab the attention of visitors (aka future customers) through informative and engaging content that adds value to your brand.
Your organic content strategy will help inform a cohesive 3-dimensional digital marketing strategy across all platforms/channels. If you are testing your content on organic first, you’ll know what performs well before investing more money into paid traffic.
Who doesn’t love a good story?
Content goes beyond selling your product or service to telling your story. What is your brand about? What passions, missions, and motivations drive your business? Your digital content should reflect your business’ values and priorities.
Don’t create content just to have content. It should have a purpose and a place within your digital content strategy. Overall, the content you produce should back up direct response campaigns and build credibility among your audience.
Telling your story differentiates your business from competition and helps solidify your brand.
If you’re stuck on step one of content creation, get started with these three quick ways to generate content ideas.
Think about the content you have already produced. No doubt you’ve done a lot of leg work to create quality content for your audience. You don’t have to throw away digital content that you’ve invested in!
Content doesn’t have to go to waste when it can be recycled and updated for more organic traffic. It’s easy to keep good content evergreen by updating links and repackaging information for multiple uses.
You can use past content to help to create better funnels, reinforce re-targeting campaigns, and learn more about your own brand and audience. The best part is that building a content inventory doesn’t have to take a long time.
What if you were able to publish content that could predictably provide measurable business value? You can. This is what we call growth content.
Growth content drives measurable business value in the form of new users, leads, or sales.
A growth content framework consists of 5 key attributes that, help you optimize content creation efforts with an eye toward growth.
By adopting a growth content framework, you can use content strategically and measurably to add value to your digital content strategy.
Despite all of this talk about creating content, you might still be tempted to ignore the long-term organic content strategy for the quick returns of paid ads.
We can’t deny that paid ads are an effective way to drive traffic to your website. However, if you’re seeking a long-term digital marketing strategy to increase traffic at a lower cost, good content is going to drive your organic traffic in valuable ways.
Even better, your content can be used to inform paid traffic and organic traffic alike.
👑 Long live good content!
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