Pinterest should be a content marketer’s dream. Key word being should. This highly-effective, popular, and easy-to-use marketing tool often does not get the credit it deserves. From my experience, Pinterest has a reputation for being a social media platform that’s only useful if a brand’s target demographic is housewives or sorority girls. This couldn’t be further from the truth!
Before I get into how to use Pinterest as part of your strategy, let me first convince you why your brand needs to be on there in the first place.
- Men are its fastest-growing demographic.
- Pinterest offers some of the best on-site analytics.
- Putting unique content on Pinterest improves your SEO rank.
- It allows you to easily monitor and target new and existing customers.
- Pinterest drives 300% more revenue per click than Twitter, and 27% more than Facebook.
Regardless of the outlet, content marketers produce content with the intent of sharing it on as many outlets as possible, as quickly as possible. Pinterest does this while requiring almost no additional work on the marketer’s part, meaning if you create quality content, there’s an excellent chance it’s going to be shared very quickly.
Because the Pinterest community is driven by repins rather than unique pins – nearly 80% of all pins are repins. Compare this to Twitter, in which retweets constitute less than 2 percent of all tweets. When considering my personal Pinterest page, I can think of maybe two instances where I created an original pin for a webpage I wanted to share. All of my other pins are repins from brands, blogs, retailers, or other websites.
Right now you’re probably thinking, “Alright, I get it. Pinterest will help my content strategy. But what should I be pinning? My company has nothing to do with weddings, crafts, or baby animals.”
This was a valid concern in the early days of Pinterest, but in the five and a half years since its conception, Pinterest has expanded – some newer categories include tattoos, architecture, and men’s fashion. If you’re pushing your product directly onto Pinterest, there’s a “Products” category. There’s even a catch-all category called “Everything”!
Since Pinterest is mostly image-based, it’s best to focus on creating media-based content to share, such as videos or podcasts. If you’re sharing blog posts, make sure you have a featured image that is bold and eye-catching, and also gives a good idea of what your post is about. But if there’s one thing Pinterest users love without fail, it’s an infographic. This is great for content marketers, because it’s simple to turn content into an inviting and informative infographic.
Here’s one last tip: Use your branding on all imagery you share! A small watermark of your logo on all original content will prevent anyone from taking credit for your ideas, something which can happen easily on Pinterest.