Before you amplify your content on Pinterest, you need one thing to succeed. That one thing will set you apart from your competitors on every platform, be it Pinterest, Instagram, TikTok, your newsletter, website, or YouTube. It doesn’t matter where you show up on the internet; this thing will set you apart for Pinterest success. And that one thing, my friend, is content.
So in today’s post, we will talk about why you need content and what makes a piece of content good enough for people to get their credit cards out. What makes them stumble back to their car, pantry, or bedroom, get their wallet out, and give you their money?
I have some great examples, not only of mine but of someone else on the internet, that I stumbled upon when I was doing my research for this blog.
Before we dive into that one thing being content, let’s define what content is. Many people look at content as only blog posts or YouTube videos. And that’s simply not true. To me, content is anything you publish or put up on the internet for your audience to consume.
It can be anything from digital to paid products that you ship from your home, to free opt-ins, case studies that you produce, your blog and YouTube content, and your social media content.
If you are putting it on the internet, it is content for your audience to consume. Even your terms of service and privacy policies could be content for the right person. However, we are not promoting those, but we will promote everything else.
Before you get to Pinterest success and Pinterest marketing, I truly believe you need content. It is content that will set you apart from the rest of the crowd. So let’s talk about why you need content to have Pinterest success.
The number one reason you need content to succeed on Pinterest is that most of your audience is not ready to purchase when they first find you. Suppose you are only promoting your products on Pinterest. In that case, chances are you are missing out on a huge opportunity for everyone else looking to solve the problem but still searching for the solution. You can’t just promote the solution and hope that they all come. It does not work.
So let’s talk about how to create content in a way that is valuable that brings people further down the funnel.
My first example is a blog post that brings me a lot of traffic. I still get views on this YouTube video quite regularly. Since the blog post does well, the YouTube video continues to get recommended in the feed.
That blog post and YouTube video is Pinterest Ads vs. Facebook ads. In this piece of content, for which I ranked #2 on Google, I detail the difference between Pinterest and Facebook ads and answer the question: Which is better?
The search intent for that is someone wanting to know which platform is better for them to spend their money on as far as advertising goes. And in that piece of content, I break down the differences in each platform and why customers are on each platform. I also detail the average cost at the time of creating that video.
That video is now two years old, and I’m in the process of actually updating it. I’m hoping that will bump me to spot number one on Google because the person in spot number one published their blog post one day after I did two years ago. Once that piece of content is updated, I hope to knock her out of spot number one and take over as the king of the castle for that search term.
So let’s talk about this. Why is this valuable, and what did I do? What’s one thing I did at the end to ensure my people stuck around? This blog post is valuable because I did three things.
Notice what I said there: I did not gatekeep. If you want to set yourself apart from everyone else in your crowd, it is vital not to gatekeep.
Gatekeeping looks like being afraid to share the whole, honest truth behind the piece of content that you’re creating. It’s skimming over certain parts because you’re scared to discuss it. Because if you talk about it, you might give away some trade “secrets”, or someone may not want to buy from you. It’s simply a limited mindset you must take out and throw in the garbage.
So we’re not gatekeeping, and we are giving full value. We are teaching people what we know and leading them to water, which is my next point with creating Pinterest success from the start.
I have a couple of calls to action at the end of this blog post. I’ll skim over one of them. It’s there for people who have consumed this content and are thinking: I want to learn from this woman, so how do I do that?
The first call to action is my membership. It’s very small. It’s right there at the end of the blog post and text.
So this is how I’m selling in my business. I don’t always sell products, but I always sell something. And even in your free content, you can sell more free content.
I have led people through. I’ve given them value and their very next step. It is to either join my membership or my email list, whichever is the next best place for you. Let’s see each other in that place.
The first thing we will do is provide value and answer the question that people put in the search bar. You want to ensure you answer search intent and not gloss over it. Google knows if you’re answering the search. They will rank you at the top of their search or on top of their YouTube feed when you’re answering search intent.
Let’s discuss creating long-form content on your own website or YouTube channel. The social media piece can come in later. Let’s just focus on creating content on your own website and platform.
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Now if you’re wondering how you could do the same thing I did with the Pinterest ads vs Facebook ads piece of content, I would ask you to talk to your community. Ask them:
You can also go to the search bar and type in the search terms that you’re talking to your community about, or what your community always asks. Use this tool for supporting your Pinterest success. I always get questions like:
I will send people that blog post and say, “Hey, read this, and then let’s chat.” Talk to your community and do some searching on your own.
Here’s an example I queued up for you. When researching for this post, I wanted to come to you with a problem that many of us have gone through, including myself.
Let’s pretend that we are parents of a four-month-old, and they are not sleeping. They’ve hit that four-month sleep regression. If you are a parent, you know it’s something normal and natural that happens. But we’re sleepless and tired; we’ve been breastfeeding or bottle feeding, and wandering around watching Netflix at 3:00 AM because there’s nothing else to do.
So, we go to Google, type in”baby sleep tips four months”, and hit enter. At the very top of the search, we find one blog post that promises the sun and the moon when it comes to conquering the four-month sleep regression. This blog post details:
However, it doesn’t quite get me a rock-hard solution for which I can whip out my credit card and say, ” Hey, take my money; I’m tired.” It doesn’t quite do that.
So we’re back to the drawing board. We hit the back button on Google, return to our search results, and find solution number 2. This blog post teaches me tips, tricks, and hacks on the four-month sleep regression. Except this website looks different. The second tip in the list is a product. Now we have a product solution, but it doesn’t feature an image. (See the YouTube video above for exact search view as I do this walkthrough.)
When I came across this example, I was confused. I thought maybe it was an affiliate link. Later, I realized that this company actually sells a product that can help my baby with their four-month sleep regression. Alright, we’re in business.
So what did we do here? Not only did this brand feature a value piece of content on its website, teaching you exactly how to manage four-month sleep regression, they’re also offering a product for sale at a very affordable price of $36.99. I have spent way more on things I did not need than on this product. So you can see it is a good deal.
Not only did this brand provide value, but they’re also selling without selling, which is a lot of what I talk about on this channel and in my content throughout my platforms. Not only does this brand do a great job of promoting its products, but they actually undersell just a little bit. One thing they could do better in this blog post is to feature an image of the product they’re selling and link that to the product page itself.
However, this brand is doing exactly what I’m telling you to do: create value-driven content and sell your product. Lead people to the natural next step. Where do they need to go from here? How do they reach from point A to point B? Light the path for them.
The thing that you need is content. The thing that’s going to set you apart from your competitors on other platforms doing the same thing that you’re doing is value-driven content.
If you’re reading this blog post and thinking,”Oh well, I’m a service provider like you, Heather. I’m creating content right now.”
If you’re new and have no website or platform, and you’re wondering, what could I possibly create? Well, the answer is simple.
If you can show up for your customer in their moment of need and their sleepless sleep regression slumber, then I guarantee you you will turn a simple skimmer into someone who will advocate for your brand, especially if you help them in their time of need.
And what you did was provide value and build trust. You didn’t try to dupe them in any sort of way. There were no hacks. There’s no fast action here. You gave them the meat and potatoes and let them decide for themselves. Those people will advocate for you.
So if you’ve gotten this far and are wondering how to start doing this for your brand, I encourage you to head over and watch my SEO video for Google. This video will teach you how to find keywords that you can rank for, and keywords that your audience is searching for. Then you can start creating content around each of those keywords. I will see you over there.
Heather went to school for accounting and worked for years in banking and finance. After finding all of that entirely too boring she started her first blog in her basement in August of 2016. She has started 3 blogs in the marketing, motherhood and travel niches and used Pinterest to grow them all. She quickly became the go-to Pinterest strategist in her peer circles and has been implementing strategies, driving traffic and sales through organic and paid tactics for her clients. On this blog and her YouTube channel she educates the public about clear and transparent marketing strategies to help them to grow on Pinterest and in other places online.