In today’s digital world, Pinterest isn’t just a place to save home decor ideas or outfit inspiration—it’s become a powerful marketing tool for brands, businesses, and creators alike. With over 450 million people actively scrolling through pins each month, it’s a prime spot to connect with folks who are already searching for the kinds of ideas, products, or solutions you offer. So, if you’re aiming to expand your reach, engage a curious audience, and even boost your sales, Pinterest needs to be at the heart of your content strategy.

In a previous post, I shared why Pinterest is such a game-changer for businesses. But here, we’re going to take it up a notch. We’ll dive into the nitty-gritty of building a content strategy that’s not only impactful but also sustainable—so you can keep the momentum going without burning out.

Why does having a strategy matter?

Honestly, it’s the key to unlocking Pinterest’s full potential. Without a clear plan, it’s easy to miss out on connecting with the right people or driving that all-important traffic back to your website. But with a thoughtful, tailored approach, you’ll be able to reach your ideal audience, attract meaningful engagement, and—best of all—convert those casual pinners into loyal customers or followers.

This guide will walk you through the steps to create an effective Pinterest content strategy. From getting to know your audience to crafting pins that catch their eye and optimizing your boards for discovery, you’ll learn exactly what it takes to set yourself up for long-term success on Pinterest.

1. Define Your Pinterest Goals and Objectives

Before you jump into pinning and creating content, it’s super important to take a step back and define your goals and objectives on Pinterest. Without a clear direction, you might find yourself posting great-looking content that doesn’t actually move the needle for your business. By setting clear, actionable goals, you’ll not only focus your efforts but also have a way to measure your success along the way.

Setting Clear Goals for Your Pinterest Presence

Your Pinterest goals should always tie back to your broader business objectives. What do you want Pinterest to do for you? Here are some common goals that many businesses aim for:

• Driving Website Traffic: One of Pinterest’s biggest strengths is its ability to drive tons of referral traffic. If this is your goal, focus on creating pins that entice users to click through—think blog post previews, product highlights, or a well-crafted call to action.
• Increasing Brand Awareness: Pinterest is a great tool to expand your reach. With visually striking content that reflects your brand’s identity, you can introduce your business to a whole new audience and build recognition.
• Boosting Sales: For product-based businesses, Pinterest is a shopper’s paradise. Rich Pins, product pins, and shoppable pins can make it easier for users to discover your products, leading to more clicks and, ultimately, more conversions.

These goals will be your north star, guiding everything from your content creation to your daily pinning habits.

Let’s say your main business objective is to increase engagement across all your digital platforms—your Pinterest strategy should focus on creating engaging content that sparks conversation, like idea pins or user-generated content.

Or maybe you’re looking to generate leads—in that case, you’d want to create pins that direct users to gated content (freebies) like e-books or webinars, or to optimized landing pages designed to capture those leads.

By aligning your Pinterest goals with your business objectives, Pinterest becomes more than just another platform—it becomes a strategic tool for business growth.

2. Conduct Keyword Research for Pinterest

Pinterest is so much more than a pretty platform—it’s actually a powerful visual search engine. People aren’t just casually scrolling; they’re actively searching for solutions, ideas, and products. That’s why SEO is just as critical on Pinterest as it is on Google.

Here’s a simple, step-by-step guide to help you nail your keyword research and make sure your content shows up where it matters:

Use Pinterest Search

Start by typing in words related to your niche in the Pinterest search bar. As you type, Pinterest will show you suggested search terms—these are the keywords people are actually using. Make a list of those keywords and phrases because they’ll be the backbone of your Pinterest SEO strategy.

Explore Pinterest Trends

Pinterest has its own Trends tool that shows you what’s popular over time. This is gold for figuring out trending topics in your niche. Aligning your content with these trends can help boost your engagement, especially if you time it around seasonal or event-driven searches.

Leverage Google Keyword Planner

Want to take it a step further? Use Google Keyword Planner to find keywords that are performing well on traditional search engines but still relevant to Pinterest. This gives you the edge of ranking both on Pinterest and in organic search, which means more eyes on your content.

Identifying the Best Keywords for Boards, Pins, and Profiles

Once you’ve gathered your keywords, the next step is to sprinkle them throughout your Pinterest content. Here’s how:

• Boards: Name your boards with SEO in mind. Use clear, keyword-rich titles that reflect what people are searching for. For example, instead of just “Ideas,” try something more specific like “Minimalist Home Decor Ideas” or “Easy Weeknight Dinner Recipes.” And don’t forget to write board descriptions using your main keywords—this helps Pinterest’s algorithm understand what your boards are about.
• Pin Descriptions: Each pin should have a well-written description that naturally includes your target keywords. Focus on long-tail keywords (3-5 word phrases) that match what your audience is searching for. For example, instead of just “home office setup,” try something more specific like “minimalist home office setup ideas.”
• Profile: Lastly, make sure to optimize your Pinterest profile. Include keywords in your profile name and bio that describe what you do or what you offer. This will help users discover you when they search for those terms, whether it’s “Eco-Friendly Beauty Products” or “Modern Interior Design Tips.”

3. Craft a Content Calendar for Consistent Pinning

Much like any other social media platform, the frequency and timing of your posts directly impact how visible and engaging your content becomes. An inconsistent pinning strategy can result in your content getting lost in the shuffle, while regular, well-timed pins keep your brand top-of-mind for your audience and Pinterest’s algorithm.

By creating a Pinterest content calendar, you ensure that your pinning remains consistent, strategic, and aligned with your marketing goals. 

Let’s break down how you can craft a calendar that works.

1. Pin Creation:
   • The first step in building your Pinterest content calendar is to establish a process for creating high-quality pins. Decide how often you’ll create new pins, and preferably focus on batch-creating content. 
2. Pinning Frequency:
   • Next, determine how often you’ll pin each day. Some best practices are don’t pin multiple pins directed to the same URL on the same day. Spread those pins out weekly or monthly. This frequency should be a combination of new content, repins of your own older content, and repins from other pinners.
3. Scheduling Pins:
   • To streamline the pinning process, consider using a Pinterest scheduler like Tailwind or Hootsuite. These tools allow you to pre-schedule pins at optimal times, ensuring your content reaches your audience when they’re most active. If you have set up your Pinterest Business Account, you can also use the built-in scheduling tool.
4. Seasonal and Trending Content Planning:
   • Pinterest is highly seasonal, and trends shift with holidays, events, and the time of year. In your content calendar, plan to include seasonal pins that align with the time of year, such as holiday gift guides, summer DIY projects, or back-to-school tips. Use Pinterest Trends to research seasonal searches ahead of time, so you can prepare content in advance.
   • Beyond seasonal content, keep an eye on Pinterest’s trending topics and align your content strategy accordingly. Jumping on a trending topic or keyword can give your pins a visibility boost.

Our Behind-the-Scenes Pinning Strategy

At this point, let me give you a peek into our pinning process to help you implement a similar strategy:

• Batch-Work for Pins: We design 7-10 unique pins for every blog post we publish. Each pin features different layouts, titles, and descriptions to target different keywords and attract a broader audience.
• Pin Types: We use a combination of different types of pins i.e. standard, infographic, idea pins, and video pins to bring variety to our pin content.
• Pin Titles and Descriptions: For each pin, we create multiple titles and descriptions, using a variety of relevant keywords to increase discoverability in search results.
• Scheduling: Instead of posting manually, I use the Pinterest Scheduler, Tailwind to space out our pins throughout the week & beyond. This ensures that we’re consistently pinning, without the stress of doing it in real-time.

4. Create High-Quality, Engaging Pins

Creating high-quality, engaging pins can help your content stand out and boost user interaction. Here’s how to craft pins that capture attention:

1. Color Schemes:
   • Use bold, bright, and contrasting colors to make your pins pop. Stick to your brand’s color palette for consistency, but experiment with vibrant hues like warm reds or cool blues to grab attention and evoke emotion.
2. Font Choices:
   • Choose clean, readable fonts that work well on mobile. Bold, sans-serif fonts are ideal for headlines, while a mix of font sizes can create visual hierarchy. Ensure your text is large enough to be easily read, and use white space for a clean, balanced look.
   • White space (or negative space) is essential for balance and clarity. It helps your text and visuals breathe, making the pin easier to read and visually appealing.
3. Branded Elements:
   • Incorporate your logo, colors, and typography to make your pins recognizable. Consistent branding across your pins builds trust. You can also create a signature pin style, using similar layouts or filters to reinforce your brand identity.
4. Focus on One Main Idea:
   • Each pin should communicate a single, clear message. Avoid overcrowding with too much information or competing visuals. Make it easy for users to understand the focus, whether it’s a headline, product image, or call-to-action.
5. Lifestyle vs. Product Shots:
   • Whenever possible, use lifestyle images that show your product or service in action. These are more relatable and help users envision how your brand fits into their lives, making your pins more engaging.
6. Use Strong Calls-to-Action (CTAs):
   • Include clear calls-to-action to guide users on what to do next, such as “Learn more” or “Shop now.” Make sure the CTA stands out and encourages clicks, saves, or shares.

5. Build and Optimize Your Pinterest Boards

Pinterest is all about creating an organized and engaging experience for your audience. Your boards should not only highlight what your brand offers but also appeal to what your audience is actively seeking. Here’s how to make sure your boards serve both purposes seamlessly:

Showcase Your Products or Services: Think of your Pinterest boards as windows into your brand. Create dedicated boards that show off your products, services, or expertise in a way that’s easy for users to navigate. For example, if you specialize in personal branding, you could create boards like “Powerful Wardrobe Pieces,” “Networking Tips for Entrepreneurs,” or “Branding Photo Ideas.” This way, users quickly find what they need and are naturally introduced to all facets of what you offer.

Align Boards with Audience Interests: It’s important to think beyond just what you sell—focus on what your audience cares about. If you run a fitness brand, don’t stop at just showcasing your products. Create boards that tap into broader topics like “Healthy Recipes,” “Home Workout Tips,” or “Motivation for Fitness.” This mix of product-focused and lifestyle content makes your boards not just promotional but also relatable and useful.

Fostering Community Engagement: Pinterest is a great platform for building a sense of community around your brand. You can do this by creating boards that feature repins from users who interact with your products. Boards like “Customer Creations” or “Our Collaborations” showcase real-life use cases, which builds trust and fosters a deeper connection with your audience.

Keep Boards Organized and Easy to Navigate: Having clear, easy-to-navigate categories helps both your audience and Pinterest’s algorithm understand what you offer. It’s about creating a streamlined experience where users can quickly find exactly what they’re looking for while Pinterest knows how to recommend your content to the right people.

6. Utilize Rich Pins to Enhance Your Content

Rich Pins enhance your Pinterest content by automatically pulling data from your website to provide extra information, increasing engagement and traffic. To set them up, first verify your website through Pinterest settings and add a code snippet to your site. WordPress users can easily do this with plugins like Yoast. Then, add metadata based on the type of Rich Pin you want (product, article, recipe), and validate your site using Pinterest’s Rich Pins Validator. Once validated, Rich Pins will automatically show up across all relevant content.

Rich Pins offer several benefits. Product Rich Pins show real-time pricing and availability for e-commerce, making shopping easier for users. Article Rich Pins are ideal for bloggers, displaying headlines and authors to drive more engagement. Recipe Rich Pins are perfect for food bloggers, showing ingredients and cooking times. There are even App Rich Pins, which include a button for users to easily download apps directly from Pinterest.

Maximizing the Impact of Rich Pins

Maximize Rich Pins by using them strategically. For example, product Rich Pins are great for showcasing sale items with live price updates, while article Rich Pins can promote evergreen blog posts. App developers can offer quick downloads with App Rich Pins. Overall, Rich Pins are a powerful tool for content creators and businesses to boost visibility and user interaction on Pinterest.

7. Engage with Your Pinterest Community

Pinterest is more than just a place to pin inspiring images or ideas; it’s a social hub where interaction matters. If you want to make a real impact, building connections with your audience is crucial. It’s not just about creating content—it’s about creating conversations.

Strategies for Engaging with Your Audience

Simply pinning content and hoping for the best won’t cut it. To truly engage your audience, you need to be proactive and thoughtful. Here are some ways to make your interactions more meaningful:

• Respond to Comments and Questions: Take time to thoughtfully reply to comments or questions on your pins. Whether someone is asking about your product or giving a compliment, your responses show you value their input and encourage others to join the conversation.
• Repin User-Generated Content (UGC): There’s no better way to show love to your audience than by sharing their content. If a follower posts a photo using your product or interacts with your blog, repin it to your relevant boards. This simple act of appreciation fosters goodwill and adds social proof to your brand’s presence.
• Host Contests and Giveaways: Who doesn’t love a good contest? Running contests or giveaways is a fun way to engage your audience. You can ask users to create themed boards, like their favorite products, which increases interaction and spreads your content as users share it across Pinterest.
• Create Polls and Idea Pins for Interactive Content: Use polls or interactive Idea Pins to involve your audience directly. Ask for votes on new products or share quick tips. These interactive elements make your brand approachable and encourage active participation.
• Encourage Pinning of Your Content: Make it easy for users to share your content by adding “Pin It” buttons to your website. This encourages your audience to share your products, articles, or images, growing your reach organically as your content gets shared across Pinterest.

Leveraging Pinterest Communities and Group Boards

Joining forces with like-minded creators and communities is a powerful way to expand your reach on Pinterest. By collaborating with others, you’ll not only increase your exposure but also create valuable connections within your niche.

• Join Relevant Group Boards: Group boards are fantastic for getting your content seen by a broader audience. Find boards that align with your brand’s focus, whether it’s travel, fashion, home decor, or something else. Once you’re in, don’t just dump your content—engage with others by repinning and commenting on their posts.
• Create Your Own Group Board: If you want more control over the content shared, why not start your own group board? Invite other influencers or creators in your niche to contribute, and use it as a platform to establish authority while showing off your expertise. Encourage collaboration by interacting with your contributors’ posts—it’s a win-win.
• Join Pinterest Communities: Pinterest Communities offer a more intimate way to engage with users who share your interests. Whether you join or create a community, it’s a chance to become a thought leader in your field. Share advice, answer questions, and keep the conversation flowing. It’s all about building deeper connections with your followers.

8. Promote Your Pins Beyond Pinterest

Creating great content on Pinterest is just the beginning. To really maximize its potential, you need to expand your reach by promoting your pins across other platforms.

Cross-Promote on Social Media

Each social media platform has its own unique audience, so why limit yourself to just one? Share your Pinterest boards and pins on Facebook, Instagram, LinkedIn, or Twitter to tap into new communities. This cross-promotion can drive more traffic to your Pinterest profile and expose your content to users who may not have found you otherwise.

Leverage Your Website and Blog:

Your website can be a gateway to your Pinterest content. Embed your pins in blog posts or on product pages to give visitors a direct link to your Pinterest boards. Not only does this add visual appeal to your site, but it also encourages users to explore your content on Pinterest, increasing both traffic and engagement.

Utilize Your Email List

Your email subscribers are already fans of your brand, so why not encourage them to follow you on Pinterest too? Include Pinterest links in your newsletters to direct subscribers to your latest boards or specific pins. For instance, if you’ve just launched a new product line or curated a seasonal collection, give your email audience a sneak peek with clickable pins. This creates another touchpoint for engagement and boosts your Pinterest traffic.

9. Using Pinterest Analytics and Audience Insights

With Pinterest Analytics and Audience Insights, you can gain a comprehensive view of who your audience is, including important demographic details like age, location, gender, and device usage. You can also discover their interests and behaviors—what types of pins they engage with, the boards they’re creating, and which categories capture their attention.

Accessing Your Insights

To tap into this wealth of information, follow these simple steps:

1. Head to Your Analytics Dashboard: Log into your Pinterest business account and navigate to the Analytics Dashboard. This is your central hub for performance metrics.
2. Explore the Audience Insights Tab: Here, you’ll find an overview of your followers and general Pinterest users. It’s a treasure trove of demographic data that can inform your content strategy.
3. Pay Attention to Interest Categories: Dive into the interest categories to understand what your audience is passionate about. This can guide the types of content you create, ensuring you’re meeting their needs and interests.
4. Review Performance Metrics for Individual Pins: Take a closer look at how specific pins are performing. Identify which ones resonate most with your audience, helping you hone in on what works best.

Tips for Refining Your Strategy Based on Data Insights

• Regularly Review Your Insights: Make it a habit to check your analytics regularly. This will help you stay informed about shifts in audience preferences and engagement trends.
• A/B Test Different Content: Experiment with various types of pins—images, videos, infographics—to see what garners the most engagement. Use the insights from these tests to inform future content.
• Adjust Your Content Calendar: Based on your findings, tweak your content calendar to align with your audience’s interests and peak engagement times. For instance, if certain topics or styles perform better, prioritize them in your upcoming posts.
• Engage with Trending Topics: Keep an eye on emerging trends within your audience’s interests. Align your content strategy with these trends to stay relevant and attract more engagement.
• Listen to Your Audience: Pay attention to comments and interactions on your pins. What questions are people asking? What feedback are they providing? Use this qualitative data to further refine your strategy.
• Set Goals and Track Progress: Define clear goals based on your analytics (like increasing repins, clicks, or engagement rates) and track your progress over time. Adjust your strategy based on whether you’re meeting these goals.

There you have it! My complete guide to building a Pinterest content strategy. So, dive in, stay creative, and let your Pinterest journey unfold! Your audience is waiting, and the potential for connection and impact is limitless.