If the murmurings on the interwebs are to be believed, middle-American basket-weavers’ favourite new blogging platform – yes, Pinterest - is driving more referral traffic than Google Plus, Linkedin and Youtube combined!
For those who are unfamiliar with Pinterest, it is a rapidly-growing social network with a very simple premise: users share (or, ‘pin’) photos that they find online on their own virtual bulletin board. You can follow friends on Pinterest and “repin” things that they have already pinned on your Pinterest boards or browse a live feed of items that are being pinned by strangers when you’re searching for inspiration.
It might sound a bit ‘niche’, but the stats cannot be ignored and, unsurprisingly, brands are starting to adopt content marketing strategies to capitalise on the hyper-shareable features of Pinterest.
If you are considering adopting Pinterest as a platform for content marketing, here are some ideas and examples that should get some ideas going:
- Don’t just pin your products, pin your audience’s interests
People don’t like being sold to unless they are in the market to buy. However, they will give a brand its time if it shares content that is engaging or useful. Whole Foods (below) has created entire boards of gorgeous and novel foods from around the world, for food-lovers to enjoy. If you are a hotel, why not pin pictures of nearby sites, destinations and recommended entertainment and dining venues. A fashion label? Then you could dedicate boards to trends, colours and fabrics, like Kate Spade NYC has done.
- Run a Pinterest competition encouraging people to re-pin branded content
The fashion label, Land’s End, ran a ‘Pin It and Win It’ competition whereby people were asked to pin up to 20 images from the Land’s End site or the Land’s End Pinterest page. Then all you had to do was email a URL of your pinboard to Land’s End to be entered. There were about 200 boards developed for the contest and the viral nature of Pinterest meant that Land’s End products reached thousands of Pinterest users.
- Curate charts and infographics that show relevant and useful statistics for your industry (for more on content curation, go here)
A really good example of this is Mashable’s infographics board which shows how you can group together visual content.
Mashable drive traffic to their content by pinning a compelling photo to a themed board, which drives traffic to the post where the photo originated. They also include a caption (at the bottom of each pic) that piques your interest, motivating you to actually click through the photo to the on-site post.
- Create and order your videos to tell a story
Most major brands have an archive of tv commercials and marketing videos uploaded to Youtube or Vimeo. By curating them on a Pinterest board, brands can create an attractive portal of both old and new footage which can tell the brand story.
Content Marketing and Pinterest: the Bottom Line
Sites like Pinterest reward brands that adopt a content marketing mindset and are committed to producing engaging and plentiful content that creates a community and ultimately attracts and convert them to customers.