Why Pinterest is the secret weapon for content marketing : CONTENT MARKETING


By Alisa Meredith, {grow} community member

Pinterest… this is for women and weddings! In addition, my customers are not there.

If I had a dollar every time I would have heard something similar …

According to a study from January 2019 StatistaOnly 27% of marketers use Pinterest.

I admit it. I got into a conflict. As someone who likes to help people get more out of their marketing, I want everyone to take advantage of Pinterest, but part of me likes to have a secret weapon.

A secret, Drive traffic Weapon.

The potential for content marketers

It’s been years since Facebook started throttling business page reach while building one of the most popular and robust advertising platforms in the world. Instagram algorithmWhile this is a great consumer experience, companies have looked around for engagement and feel hampered by the lack of transportation.

This is where Pinterest comes in. In 2017, this visual search and discovery platform quietly became # 2 driver of all social traffic. And for those who use its potential, Pinterest can easily be even more effective – sometimes competing search engine references.

“When it comes to traffic… Facebook marketing is like betting on a horse race and Pinterest is like a powerful 401K. It may take a while, but in the long run it is a better investment. “Jeff See, head beard, Male Pinterest tips.

To do this, add the reality of 300 million active users per month and 2 billion monthly searches (97% of them are unbranded), and it’s clear that 27% of marketers are up to something.

Why Pinterest Resistance?

There’s the persistent stereotype (women and weddings only), but the bigger problem is this:

Content marketers don’t understand Pinterest.

Not because they are incapable. Not because lifestyle bloggers – who understand Pinterest – are smarter than them. No, that’s because Pinterest doesn’t like anything else you’ve ever met.

This is the place where people seek inspiration and education. Despite the way his data is characterized in Google Analytics and how it is connected to social networks through marketing publications, Pinterest is NOT a social network. What works on Facebook and Instagram does NOT work on Pinterest.

How content marketers should think about Pinterest

Think of Pinterest as the introvert’s network. We are not there to show our life or business. We are here to plan our new and improved life and companies. Understanding THIS key difference can make a big difference on Pinterest.

For some, it’s surprisingly more like Google than social:

  1. Search engine optimization is vital.
  2. It may take some time for the results to appear.

Annnnd, it’s number 2 where people who tried Pinterest stumbled. “Trying out” this platform is similar to “trying out” blogging to generate Google search traffic. If you try to cause trouble just long enough and then stop before seeing results, EVERY endeavor will fail.

Because of the way traffic is built up when pins are saved and re-pinned on the platform, it can take a while for significant results to appear from the content you have saved.

But the payoff is on the other side. Actually, The half-life of a pin is 3.5 months. For comparison: the Half-life of a tweet is 24 minutes. If you don’t have a lot to do with math, it means that your average pin gives you 638,000% longer traffic and distribution-building engagement than your average tweet accumulates interactions.

How does this translate to real life? My very first customer still gets more traffic from Pinterest than from all other sources combined – and no PIN has been added in YEARS. This initial investment is still paying off.

Can it work for content marketers?

In a word, yes!

While most popular categories on Pinterest If you expect topics like travel, health and wellness, food and drink, etc., there is plenty of room for other topics.

A typical example: I am the content marketing manager at Tailwind. We help people market more effectively on Pinterest and Instagram. Our audience are marketers. Not home decor. Not food. Not a fashion. 65% of our social traffic comes from Pinterest.

Donna Moritz from Socially sorted is a content marketer who understands the power Pinterest has to grow its business. She shares some of her favorite features of the platform,

“You can do well on Pinterest, even if you only have a few followers. With a small account, you can get solid views, hits, and results.

Why? Because it’s search-based and there are simple tools that let you create great graphics and share your content quickly and easily.

In addition, your images have a long lifespan because they are shared for months and years. I have pins from years ago. And it has been my main source of social traffic for several years. The best part? This data traffic is far less expensive than Facebook and can be passed on to subscribers, partner and program sales via my blog. “

Since implementing best practices for Pinterest Simple pin media client Julep tile has seen that their traffic from Pinterest has overtaken that of all other sources, including search. In fact, traffic is from Pinterest over 73% of all traffic at your side. They don’t just come to dream and plan. Pinterest visitors sign up for their email list, order tile samples, and sell? They “crush it”, as Kate Ahl, owner of Simple Pin, puts it.

Kate says Julep is no runaway. “I have dozens of customers using Pinterest to improve their content marketing with similar results.”

How to let Pinterest work for you

You are probably already doing most of the work by creating useful content for your readers. They help them solve problems and get things done – and even inspire them from time to time.

Now think about how Pinners discover on the platform – design your content to appeal to people in Discovery mode. Keep things positive and show Pinners how your product, service or content can infinitely improve your everyday life or special event. This is Pinterest’s secret sauce.

Now all you have to do is create pinnable images and save them strategically. Create 3-5 pictures in a 2: 3 ratio for each page or post to distribute your content even better. Keep keywords consistent between your pin (including pin title, description AND text on the picture), your board title and description and your linked page. Request your website So Pinterest knows it’s yours. Create new content (even if it’s just a new picture or 3) and pin it consistently.

That’s it.

The next big thing for content marketers?

Could be. With 300 million monthly active users, Facebook is certainly not the giant. On the other hand, Facebook would prefer you to stay on their website. Pinterest is all about discovery and action – what traffic means to you.

Those content marketers who are willing to look beyond the clichés may find a significant source of additional website traffic in the wedding dresses and recipes. Are you going to let it work for you?

alisa meredith pinterest

Alisa Meredith is a sought-after speaker and teacher for Pinterest Marketing and Content Marketing Manager at Tailwind – a planning and analysis platform for Pinterest and Instagram. If you’re not stuck, you can find her on the North Carolina beach or spoil her two blind dogs and more cats than she claims. Get it Twitter or LinkedIn and make your day by asking about Pinterest.

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