Pinterest can be a significant traffic driver for content marketers. Not sure where to start? Check out this recap of a recent #ContentChat with Pinterest expert Cara Chace (@carachace).
Q1: What are some common misconceptions marketers and content creators have about #Pinterest?
Pinterest isn’t a social media platform—it’s actually a visual search engine.
A1: You’ve already hit on it! It’s actually a visual SEARCH ENGINE…not social media! #contentchat
— Cara Chace (@carachace) April 23, 2018
Pinterest isn’t just for consumer hobby-related content—it’s great for #B2B marketing too.
A1: Also, that is only for pinning recipes and DIY decor – it’s actually a fantastic traffic driver! #contentchat
— Cara Chace (@carachace) April 23, 2018
A1. One misconception is that Pinterest is simply a platform for consumer goods, recipes, decorating, etc. In reality, there is an entire #B2B community living on Pinterest, pinning social media strategies and #marketing tips. #ContentChat
— SourceMedia (@SourceMediaCo) April 23, 2018
A1 that #Pinterest is only for finding the perfect #bridesmaid dresses and something to to take to the potluck! #ContentChat
— Paula Kiger (@biggreenpen) April 23, 2018
A1: A lot of #B2B marketers think #Pinterest is just for #B2C brands but I’ve seen success for some of my B2B clients too. It’s all about the strong visual and having consistent curated content. #ContentChat https://t.co/Y2saNXM1jw
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
Pinterest isn’t only for women, and isn’t just a one-way platform.
A1 I think many marketers view it as recipes and crafts. More female geared. No opportunity for conversion.
None of which are totally true! #pinterest #contentchat
— Carolina (@YoursTrulyCaro) April 23, 2018
A1 Actually, the re-pinning IS the engagement. It’s so not like other social media. #contentchat https://t.co/WyHza1w8yg
— Cara Chace (@carachace) April 23, 2018
Like all other content marketing activities, you need to take a strategic approach to Pinterest.
1) strategy
2) tools
3) batching#contentchat https://t.co/jYCbGU6iBH— Cara Chace (@carachace) April 23, 2018
Q2: What kind of content works well on Pinterest?
How-to content that helps people better themselves works well on Pinterest.
A2: @Pinterest users are planning, dreaming, aspiring – looking to do and be better. Any content that helps them learn how to do better is going to work. #contentchat
— Cara Chace (@carachace) April 23, 2018
A2/ is found ‘how to’ content gets traction #ContentChat
— Cat Paterson (@S_TalkGinger) April 23, 2018
Beautiful, inspiring visuals do well on Pinterest.
A2. Image-heavy #content catches the eye on a Pinterest feed. If you’re working with consumer goods, this may be easier to accomplish. If you’re working with information, try to organize it within infographics or other creative forms of content. #ContentChat
— SourceMedia (@SourceMediaCo) April 23, 2018
A2: I’ve curated on a wide range of topics, sharing everything from blog posts to infographics. The key is a visual that shows off well in the amount of preview space, with a caption that hits on the right keywords for its ideal reader. #ContentChat https://t.co/FXccVZHRsy
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A2 Pinterest tends to function as a visual search engine with a curated and community validated qualities to it. #pinterest #contentchat
— Carolina (@YoursTrulyCaro) April 23, 2018
Be sure to potimize your images for Pinterest specifically.
A2: VERTICAL pin graphics that are branded (your fonts, colors, logo) do best – as do stock photos with no face. People want to imagine themselves. #contentchat
— Cara Chace (@carachace) April 23, 2018
A2: FYI @Pinterest no only shows up to 1260px in length in the smartfeed… #contentchat
— Cara Chace (@carachace) April 23, 2018
Share content that solves a problem.
A2: Chances are your biz solves a problem – people are looking for help in solving that problem – there’s your content! #contentchat
— Cara Chace (@carachace) April 23, 2018
A2: Solid #pinterest content cuts straight to the point. It’s attractive & clearly displays what I’m going to get if I click through. OR it gives me the info I need in the pin design to entice me to save it. #ContentChat
— Caitlin Kinser (@caitlinmarie89) April 23, 2018
Don’t forget your SEO.
A2: Keywords get you found – Graphics get you clicked. #Pinterest #contentchat
— Cara Chace (@carachace) April 23, 2018
Q3: If I’m just starting out as a business on #Pinterest, walk me through how I can optimize my account.
Start with your content SEO strategy.
A3. To optimize a Pinterest account:
-Utilize keywords in both your profile name and description.
-Rename your boards with popular keywords in your industry/topic-areas.#ContentChathttps://t.co/dS8i57bpRF— SourceMedia (@SourceMediaCo) April 23, 2018
Q3: Keywords go in your username, profile about us, board titles, (to a lesser extent board descriptions) and Pin descriptions! #contentchat
— Cara Chace (@carachace) April 23, 2018
A3: A quick tip is to utilize keywords in your pin descriptions. #contentchat
— Maria Marchewka (@_MariaMarchewka) April 23, 2018
A3 To get started on #pinterest set up boards that match your products, services, and/or verticals you are in. #ContentChat
— Tod Cordill (@todcordill) April 23, 2018
Create custom branded templates and use for all your Pinterest content.
Q3: Then create a few templates –@canva is great – for branded pins that are your content. #contentchat
— Cara Chace (@carachace) April 23, 2018
Create at least 2 pin graphics for each piece of content on your own site. Put them on @Pinterest with good descriptions! #contentchat https://t.co/agP2b8EpnX
— Cara Chace (@carachace) April 23, 2018
Q4: Should I create or join group boards?
A4: Group boards are not as useful as they used to be. Still a great ROI if you find good ones. I find much better traction with @TailwindApp Tribes #contentchat
— Cara Chace (@carachace) April 23, 2018
Agreed. And if you are pinning somewhat niche topics (like low #FODMAP or #glutenfree like me) it can also be a great resource for helping to find content to curate for your own boards. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A4: start with https://t.co/kQqBiAqeNx to look for group boards, but make sure you check them out to see if they’re active and non-spammy! #contentchat
— Cara Chace (@carachace) April 23, 2018
A4: when I batch my Tailwind queue, I go to my Tribes first, then group boards, then search by keyword. #contentchat
— Cara Chace (@carachace) April 23, 2018
a4: The right group boards can be good if you’re new to Pinterest and trying to get your content our there. Particularly if you’re a blogger or solopreneur. #contentchat
— Caitlin Kinser (@caitlinmarie89) April 23, 2018
Q5: What kind of tools should I use to optimize my pinning?
A5: @TailwindApp !!!! https://t.co/gCE1ldGoYi
It’s the only approved scheduler by #pinterest! #contentchat— Cara Chace (@carachace) April 23, 2018
A5. Use keyword and SEO tools to optimize your account as well as each individual pin that you post. #ContentChat
— SourceMedia (@SourceMediaCo) April 23, 2018
A5: I use @canva to create all of my pins. It’s the easiest way to make attractive pins! I use the paid business version, but the free version is really great too.#ContentChat
— Caitlin Kinser (@caitlinmarie89) April 23, 2018
A5. We use @bufferapp for @pinterest, but I’ve always thought of pinterest content being more evergreen than post time dependent. Am I wrong? #contentchat
— Tod Cordill (@todcordill) April 23, 2018
Q6: What are some examples of great #B2C and #B2B brand #Pinterest profiles?
Cara’s examples:
A6: B2C @shopswell is fantastic for board and visual inspo – specifically their Shopswell Trends board #contentchat
— Cara Chace (@carachace) April 23, 2018
A6: B2B I love Tailwind’s account + Social Media Examiner #contentchat
— Cara Chace (@carachace) April 23, 2018
Erika’s examples:
A6: @CMIContent has a ton of great content for content marketers on their Pinterest boards. https://t.co/vzU5MIgiKl #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A6b: Another fave #B2B Pinterest account is @MarketingProfs https://t.co/6afx1ZhbeN #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A6c: If you are looking for visual content design ideas @piktochart has a ton of great ideas on their boards. https://t.co/JZuBSaqVYh #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A6d: I also love how our local farmer’s market has gorgeous #Pinterest boards that highlight our local farmers plus what to do with all that gorgeous produce you bring home. https://t.co/ScerfBdwVN #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
Additional examples:
A6. Epictions names a few #B2B brands that are doing well on Pinterest:
–@intel
–@Cisco
–@generalelectric
–@IBM #ContentChathttps://t.co/vPZeU5zNLW— SourceMedia (@SourceMediaCo) April 23, 2018
Q7: If you are a solopreneur or a small agency, do you need separate personal and brand #Pinterest profiles?
A7: if you’re a small operation, time is key. I recommend biz account + keeping personal boards private. #contentchat
— Cara Chace (@carachace) April 23, 2018
A7: I can’t wait to see what @carachace has to say here. I ended up creating a separate one for @ErikaGlutenFree, but it’s been slow to build up the follower count. #ContentChat https://t.co/Ffj9vKcmE1
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A7: If you’re subject areas/interests are wildly and totally different, two accounts – but I personally wouldn’t want to manage that! #contentchat
— Cara Chace (@carachace) April 23, 2018
A7: Caveat – if a personal board hits a big Pinterest subject category (ie Healthy Recipes) you can absolutely have it as part of your biz profile #contentchat
— Cara Chace (@carachace) April 23, 2018
A7. For solopreneurs your boards can be targeted at different audiences. My boards (not very active lately) were mostly about travel and photography (personal interests) and #digitalphotography. Seem to work. Not saying it’s the best strategy, though. #ContentChat
— Tod Cordill (@todcordill) April 23, 2018
Q8: What are some big mistakes you see brands making when it comes to #Pinterest?
A8: Not split testing their descriptions/graphics. Don’t just put up one pin and forget about it. #contentchat
— Cara Chace (@carachace) April 23, 2018
A8: You also have to have a plan for once people click through. What do they do next? Opt-in? Email list? #contentchat
— Cara Chace (@carachace) April 23, 2018
A8: I’ve seen some brands not spend the time on creating compelling Pin descriptions. You want them to be more than just your descriptive alt-tag copy. #ContentChat https://t.co/QyPaF6MWhn
— Erika Heald | Marketing Consultant (@SFerika) April 23, 2018
A8 Trying to mesh platforms that doesnt work different audience different platforms 🌐🤔 #ContentChat
— BrainBlender🤔🌐 (@BrainBlenderTec) April 23, 2018
A8 being inconsistent can be an issue #ContentChat
— Paula Kiger (@biggreenpen) April 23, 2018
A8: Having their profile be all about them and barely any re-pinning is another common one – big no-no! #contentchat
— Cara Chace (@carachace) April 23, 2018
A8 Can you say…. SPAM? Seriously, people get told they “have to be on Pinterest” so they just start sharing stuff without a plan, strategy or any attempt to engage. #ContentChat pic.twitter.com/DwwVqDamTB
— Derek Pillie (@dpillie) April 23, 2018
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