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Why You Can No Longer Ignore Pinterest For Your Content Marketing

In 2013, Pinterest attracted users in a way many other sites can only be jealous of, to become one of the fastest growing websites ever.  For those who have missed the buzz surrounding the bookmarking site, here are a few reasons why you should seriously consider Pinterest for your content marketing strategy now.

Pinterest is now the third most popular social network with over 70 million users worldwide, 20 million active users, and 25 million unique monthly visitors. It is the 16th most visited website in the US with a mainly female (93%) demographic, aged primarily between 25 and 44 years old.

Over 20% of Facebook users are on Pinterest; yet while the average e-commerce spend of a Facebook user is $80, a Pinterest buyer averages $179; that is 400% higher revenue per click than Twitter.  Pinterest users also have a longer attention span with over 15 minutes spent on the site each visit, as compared to Facebook users (12 minutes on FB) and Twitter users spend a mere 3 minutes.

Let's Talk About Content On Pinterest

60% of Pinterest  boards are food-related, but also popular are crafts, quotes, weddings and fashion. How to lists, guides and DIY tips show a 42% higher click-through rate. So if you have been debating or pondering over producing ‘How to’ whitepapers or videos, maybe you should consider content appropriate to Pinterest instead e.g. an Infographic, a cartoon strip or slides.

Not sure what to create to suit a Pinterest audience? Take a look around at some of the boards for brands. Plus, even search engine marketers have got into pinning. Wikihow is a great example of how to use Pins to drive traffic directly to your website. If you want to know how to develop a Pinterest marketing strategy, look no further than the boards dedicated to that subject.

Your boards should accurately reflect their pins. Yes, it is often tempting to set up a board for every subject you can think of, but you will also need to keep posting content to get the likes, comments and repins. Joy Cho, a blogger from Los Angeles, has over 13 million followers to her 90+ boards, but some boards have upwards of 500 pins each. You may choose to have one board per product set – the most important is that you have more than just 1 or 2 pins per board, and regularly add more pins. 

Pins can have a half life over a week, whereas that tweet you spent an hour crafting to fit the 140 character limit may last as little as 5-25 minutes, or a Facebook post may last only 80 minutes. If you are looking for long tail traffic that keeps on delivering users to your content not just minutes or hours after you deliver, Pinterest is well worth a look. 

Over 80% of pins are repins. This does not necessarily imply that Pinterest users are failing to generate their own content. It is more likely to reflect the quality and perceived value of pins and boards, and hence the willingness to share. Especially from brands – 90% of US specialty retailers are using Pinterest, and some brands have more than 1 million followers.

It is important that you engage and do not just pin. Follow others, make comments, like and repin. This will give you additional content for your own boards beyond your own pins, while also bringing in others to look at your boards.

It takes seconds to set up an account and start pinning photos and images to your boards, following boards and pinners of interest, and discovering how this extremely simple idea works. It should not be a standalone activity in your Internet marketing strategy, but must in fact, form a part of other techniques that you are using to drive traffic from your content marketing.  

(The statistics used in this article were taken from SearchEngineLand's 50 Things You Should Know About Pinterest by Albert Costill)   

Need help and ideas for content marketing on Pinterest? Call MintCopy at 888-646-8003 or send us an email.

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