Have you ever considered repurposing content for Pinterest?
With a whopping 433 million monthly users, there’s clearly a ton of potential for B2B marketers to break through on the platform. If you aren’t using Pinterest yet but you want to incorporate it in your content marketing strategy, the good news is there are some great to ways to repurpose existing content for the platform.
Kate Ahl is the founder and owner of Simple Pin Media, a marketing agency that specializes in helping brands succeed on Pinterest. Kate joins The Content 10x Podcast once again to provide expert knowledge on the ins and outs of the popular platform.
We caught up with Kate way back in Episode 30 of The Content 10x Podcast to discuss podcast SEO, repurposing blog posts for Pinterest and so much more. But, since the platform has changed so much in the past couple of years, we thought it would be great to speak to her again.
Kate didn’t disappoint! She shares tips on repurposing videos for Pinterest, creating sponsored content and more!
Listen to the full podcast episode here:
Watch the highlights video down below or head over to our YouTube channel for the full episode.
Or, if you prefer, keep reading for the main points from the episode.
How are people using Pinterest today?
Firstly, let’s just be clear on what Pinterest is. It’s a search engine, not a social media platform. There is a huge focus on SEO and keywords - most users are using the search bar to find inspiration rather than simply scrolling through their feed. It’s important to bear this in mind when expanding your content marketing strategy onto Pinterest.
For a user, the basics of Pinterest are certainly quite simple and that’s what makes it such a popular platform!
When Kate was on the podcast in 2018 she explained how users simply created ‘boards’ and scrolled through their feeds, or used the search option to find images and ideas that inspired them.
Kate explained that in 2022 users’ behaviors have remained much the same.
However, from a creator perspective a lot has changed...which we are about the come onto.
How long will it take to gain traction on Pinterest?
When things take a little time, it can be tempting to look for quick fixes, shortcuts and ways of boosting your short-term success.
However, when it comes to Pinterest, Kate suggests taking a step back and really honing your strategy before tearing it up and starting afresh.
Kate suggests that when in the early stages of planning your Pinterest journey, you should consider these questions:
- What are the main questions my clients ask?
- What are they searching for?
- When are they searching for it?
Pinterest users, or Pinners as they’re affectionately known, aren’t as quick to act as those on Instagram or TikTok. If you get users saving your content so they can go back and make a purchasing decision at a later date, you’re onto a winner.
Kate is quick to explain that Pinterest content marketing may not provide instant gratification. We’ve all had times where it feels like things aren’t going anywhere.
But, if you put in the time and effort to really understand your audience, things will come to fruition.
What sort of businesses succeed on Pinterest?
B2C businesses thrive on Pinterest but should B2B marketers be making the most of it too?
If you’re a B2B business, Kate suggests going down an education route with your Pinterest marketing (as opposed to promotional). First and foremost, let your potential clients know you’re an expert in your field.
Then, once you’ve established yourself as an authority on your topic, it gives you a real chance to promote your services and get others interested in working with you.
How to repurpose content for Pinterest
Now, it wouldn’t be a Content 10x blog post if we didn’t talk about repurposing!
As Pinterest is a different kettle of fish to LinkedIn, Instagram, Twitter and TikTok, repurposing content specifically for the app may pose a challenge if it’s not something you’ve done before.
Sadly, you can’t link posts to your site, so it’s important to make sure that content is extra focused and targeted to tempt people to visit your profile and, in turn, your website.
If you have a podcast or create video content Kate suggests using a tool like Canva to create promotional graphics for your podcast/video content.
Reworking your client case studies and incorporating them into a board is also a brilliant way for your potential customers to find a portfolio of your work.
When you get asked that popular question:
“Is there anywhere I can go to look at examples of your work?”, you can say:
“Sure, here’s a link to a Pinterest board with examples and case studies”.
Kate advises us to remain cautious when it comes to video content. Long-form video has been tried on the platform but didn’t quite garner the success that people hoped for. Plus, many Pinners aren’t used to sound on the app and would rather be left in silence to pin to their hearts' content. So it might not be a great idea to post clips straight from your video.
However, the app launched ‘Idea Pins’ in 2021, which are similar in many ways to an Instagram Story. This gives you scope to experiment with both static images and short-form video content.
Can I repost my content from other platforms?
Repurposing your Instagram Stories or TikTok videos could certainly work for you.
However, make sure that the content translates well onto Pinterest first. Be wary of watermarks from other sites, they can diminish your reach.
There are tools that can erase these watermarks, or you could reupload the raw video to Pinterest rather than using a video created and shared elsewhere.
This works both ways too! If your Pinterest content suits an Instagram story or a TikTok – share away!
As long as you make sure it doesn’t just look like a careless repost, there’s no harm in sharing the exact same content across multiple channels if it fits the criteria. Remember to pay attention to the size and format of your piece of content and make sure it matches the rest of what you’ve put on the platform.
Should you create sponsored content for Pinterest?
Pinterest ads are another option – here we’re talking about putting ad spend on your Pinterest content, to get it in front of your target audience.
Kate says sponsored pins can be very useful when used correctly but she suggests taking six months on Pinterest to decide on whether it will be a good investment before you get started.
If you come to the conclusion that it will be, then be prepared for it to take a while to get results.
An upside to Pinterest ads is that Pinners can save them as if they were just normal posts. Rather than feeling obliged to click on them right away. Basically your audience can, and will, pin your ads to their boards and return to them later. This is a little bit different to ads on other platforms, for example LinkedIn, where it would be highly unlikely people would save your ads for later. Because of this, you need to measure results over a long timeframe.
As mentioned already and as with most aspects of content marketing, it won’t be immediate quick wins when it comes to Pinterest ads! You need to be willing to take a few steps back, take a deep dive into what’s working and what’s not, and figure out whether Pinterest will be a valid addition to your strategy.
Does my business’ account need to be active as a user?
Since the birth of Idea Pins on the platform, Pinterest has given users the ability to comment. Notifications now play a much larger role on the platform as they would on a social channel.
If you are repurposing content for Pinterest, be sure to keep an eye on your engagement to get a good idea of what people are liking and not liking about your content. Set some time aside each week to really examine your audience’s reactions.
Kate also suggests it’s a great idea to be an active user, too. Follow relevant accounts to your topic and spend some time engaging! Drop some likes and comments on your peers’ content and it could contribute to your growth on the platform.
With Pinterest, similar to social media platforms, the more engagement you get on a post, the further its reach. There’s no need to be super active, but definitely keep an eye on your engagement and make sure to drop the odd comment on relevant posts here and there.
What tools could I use for Pinterest?
When it comes to creating images for Pinterest Kate suggests Canva. It’s a simple, affordable and versatile alternative to Adobe Photoshop or Illustrator (albeit with fewer features).
However, it’s specifically geared for creating social media content. On there, you’ll find templates for YouTube thumbnails, Twitter banners and a huge array of pin templates for Pinterest!
Pinterest is an excellent search engine to work with to get in front of more people. Like with social platforms, it’s not easy to jump in an see instant results.
The biggest takeaway is to remain patient. If you’re willing to do the hard yards and really get the most out of Pinterest as a content marketing tool, you will reap the benefits.
Repurposing content for Pinterest could boost your ROI on previous content and also provide a new home for your future content too. Plus, if you’re creating original content for Pinterest, why not repurpose it elsewhere?
If you want to hear more tips and tricks on how to start repurposing content for Pinterest, follow Kate on LinkedIn or head over to the Simple Pin Media website.For more help with content repurposing, check out our book – Content 10x: More Content, Less Time, Maximum Results – for a comprehensive guide on repurposing every type of content.