Pinterest is the most valuable platform to use evergreen content rather than other social media platforms. Unlike Instagram, Facebook, or Twitter that have a shorter content lifespan, Pinterest has the longest content shelf life. High-quality Pins can continue to garner repins and engagement for a year or more which can continuously be driving website traffic all time.
In this article, we will help you understand the importance of evergreen content and how to use it effectively on your Pinterest profile.
What is Evergreen Content?
Evergreen content is continually relevant and does not have an expiration date. The content stays afresh and the value will always be the same as years go by. It contains a topic that isn’t time-sensitive, never loses interest, and is not seasonal. Blogs nowadays are always up to what’s in and what’s new, evergreen content is the total opposite, it contains relevant information that over the years, people will always look back on.
Important Characteristics of Evergreen Content
1. Timelessly Relevant and Sustainable
Evergreen content shows significant things, information, and details that people always look and search for. This type of content provides what the people always need even as the years pass by.
2. High Quality, Valuable and Deep
This type of content does not only provide the needs of the readers, but also a good learning experience, well-researched content, and in-depth information on a certain topic.
Evergreen content is well optimized in such a way that niche-related relevant keywords are present, and high-quality links are being used. This type of content tends to rank higher in search results due to its quality and relevance.
Benefits of Using Evergreen Content on Pinterest
Listed below are the three important benefits that you will gain in using evergreen content effectively.
1. Lead Generation
Evergreen content is timeless and it values relevance according to what the target audience commonly looks for in Google and Pinterest. The lead generation capacity is higher than the trendy types of Pin content. Using relevant content on Pinterest will capture the attention of your target audience and results to increase website traffic through your Pins and Boards.
2. Increase Website Credibility
The more relevant and timeless the content of your Pins are, the more website visits it will have resulting in brand discovery and increased sales.
3. Shareable at All Times
By using eye-catching Pins and relevant captions will grab the attention of your target audience which leads to increased impressions and engagements.
Here’s an example of a “How-To-Guide” Pin that remains relevant to many audiences.
Pinterest proves that its platform can drive website traffic and brand discovery. All the more it’s important to know how to apply evergreen content to your profile.
Creating Evergreen Content on Pinterest
There are several important tips on how to apply evergreen content on your Pinterest profile.
1. Focus on Your Brand
As a marketer, your brand should be the basis of all your content. Research your competitor’s profile and see how their posts are doing. Make your content unique and beneficial by knowing what are the needs of your market so you can create pins according to their search intent. See the content of the example Pins below that are specific to what Ampfluence offers.
2. Relevant to Your niche and Audience
In creating evergreen content, make sure that your pins are related and relevant to your niche. In order to make sure that your Pins reach a relevant audience, you need to do a proper optimization. Pin optimization can be done by adding relevant keywords to the content. Make sure to add keywords to your Pin title, your profile name, your bio, and also board titles. This optimization strategy will help the Pinterest algorithm to better understand the context of the pin so that it can be associated with the right users.
The example above is one of the Pinterest boards of Emma Larocque where the content and keywords she used on her Board Title and Description specifically address her target audience.
3. Keep Your Pins Topic Narrow
The important thing in creating pins is to keep your content understandable and narrow. Many broad topics will relate to your niche but pick only that relates most to your business category. The more specific you are with your content, the easier pinners will find your pins. Always provide complete Pin titles and descriptions with relevant keywords that are commonly used by your target audiences. It will help your Pins to be more searchable to the users. Narrowing your topic will enable you to better determine the specific direction of your content.
The same reference from Emma Larocque’s Success Tips for Women. This Pin is specific in addressing common questions from young women on how to be productive and happy in the morning. The owner uses relevant keywords both on the Title and Description, and aside from that, the description has provided direction on what the Pin is all about.
4. Use Eye-Catching Pins
Eye-catching pins are essential to get the attention of your target clients. Create an image that will attract people to follow your Pinterest account. For videos, create something that will keep the viewers’ attention for longer than just a few seconds. It is also a good idea to stick with a color palette that includes the color of your brand.
See the example of the Keto Diet’s’ above. The Pins are pleasing to the eyes and they also stick to the color pallete of their brand logo.
5. Utilize SEO Keyword
Even though adding keywords is effective for your pin optimization, make sure that all of them are relevant. You have to include every keyword in the most possible natural way. Keyword stuffing is a big no-no, so you might as well make it as clear, simple, and natural as possible.
6. Post Fresh Pins
Pinterest users always want new content that’s why Pinterest has changed its algorithm. The new algorithm helps the pinners find and engage with new content they have not seen in their feeds before. As Pinterest marketers, we should make sure that we keep giving the audience new things and pins to inspire. A “fresh pin” is the equivalent of a fresh image plus all other elements that make up the Pinterest image. It can be a pin with changes in background, logo, font, placement, and filters; it will be recognized by the Pinterest algorithm as a fresh pin.
Different Types of Evergreen Content
Evergreen content is described as valuable content that has no expiration date. So what are these samples of content that are considered as evergreen in Pinterest? Here are the different types of evergreen content that you can use on Pinterest.
1. Tutorial Content
A tutorial type of pin is one of the best pieces of content you can offer to your audience. It includes guides and how-to-steps that may be relevant to your niche. This type of content is commonly used by marketers because people will always look and search for step-by-step guidelines in doing tasks and making things easier.
The image above shows an example of tutorial pins you can find on Pinterest when you search for a topic like “How to do Home Work Out”.
2. Product Reviews
These pins show the feedback from customers in a form of testimonials and product reviews after purchasing a certain product. This is usually searched by the pinners to know the quality and idea of the product or being marketed.
See a perfect example of product review content for Kylie Skin in the example above.
These are the pins that are used as visual lists for marketing. It’s a LIST+ ARTICLE combination that contains steps and ideas and organizes them into a qualitative list.
This type of content is easy and attractive to the target audience especially if they want direct answers from what they are searching for on Pinterest.
4. Downloadable Resources
These are free downloadable guides that marketers commonly use to build their marketing list. The Pin example below shows a Template Bundle available to download once the pinner visits the website.
These kinds of pins are good for website traffic, especially if it provides your target audience needs.
5. Questions and Answers
These Pins include frequently asked questions where the Pin Headline includes a question and the caption provides an answer.
As a social media marketer, it is important to build a strategy around evergreen content because this will ensure that your Pinterest account will be relevant over time and will drive more organic website traffic. Start creating evergreen content and see how your Pins will be more visible and relevant to your market.