How To Create A Pinterest Content Calendar For Your Clients
As a Pinterest Manager or Pinterest VA, you’ll be responsible for posting clients’ content to Pinterest to achieve their Pinterest marketing goals, such as increased website visitors. However, this doesn’t mean you randomly pick links and add them to the platform… You need a Pinterest marketing strategy.
If you’re new to the world of Pinterest marketing as a virtual assistant, no worries! I’m breaking down how to go about creating a Pinterest strategy for your clients, including marketing tools to use, the Pinterest marketing process, and how to create a Pinterest content calendar and strategy.
What Is Pinterest's Marketing Process?
As you probably know by now, Pinterest is a visual-focused platform. This means that the images and graphics used in pins matter a great deal. One of the aspects of a successful pin is high-quality images or videos.
But, while aesthetics are important, Pinterest is a search engine, which means that the words you use matter, too. “...nearly all searches on Pinterest are unbranded…Do some keyword research on Pinterest to find search terms related to your product, industry and trending content,” says Sprout Social.
Images and SEO are just two parts of the Pinterest marketing process. As a Pinterest VA, you also need to pay attention to:
Optimizing your clients’ Pinterest business profiles
Optimizing Pinterest boards
Pinning content regularly
What Does A Pinterest Strategist Do?
A Pinterest strategist is basically a Pinterest marketing expert who provides services to businesses that want to attract clients through the platform.
Pinterest VAs or managers need to understand how Pinterest works and how to engage with the Pinterest algorithm in order to achieve their clients’ goals. This is done through account setup or optimization, keyword research, creation of visual assets, and setting up an efficient system for managing accounts.
What Are Pinterest Marketing Tools?
There are a few tools to use when creating and posting Pinterest content:
Canva
Canva is an amazing design tool to use to create pins. It has a range of graphics, images, colors, and fonts to use; you can also upload your own images. It’s so easy to use, too! You can click on ‘Create a Design’ and search ‘Pinterest’ for the Pinterest pin specs. Canva has a free version as well as a paid-for version.
Scheduling Tool
To ensure consistency, it’s recommended to schedule your pins in advance. This means creating a batch of pins (perhaps for the month) and scheduling them through a scheduling tool.
“Using a Pinterest Scheduler allows you to streamline your posting process, plan your posts in advance, and strategize better – all in one place. It makes posting on Pinterest easier and more efficient,” tells Hootsuite.
There are many schedulers on the market, including Tailwind, Hootsuite, Buffer, Later, and Planable. Each has its own pros, including cross-posting on different platforms, approval features, and AI integration.
Pinterest Business also has its own scheduler, which can schedule pins up to 30 days in advance.
Keyword Research Tool
As explained earlier, Pinterest SEO is important. So, you need to conduct keyword research for pins, Pinterest profiles, and Pinterest boards.
I’ve gone through the different ways to do keyword research for Pinterest here.
Pinterest Trends
On Pinterest Business, under Analytics, you’ll find Pinterest Trends. This tool displays a historical view of the top search terms on the platform. You can filter based on audience demographics and yearly, monthly, and growing trends.
Pinterest Analytics
Analytics tells you how your pins are doing. Dive into these metrics at least once a month to gain insight into what content is resonating with the intended audience and what is not. This information needs to be used to adjust your strategy going forward.
ChatGPT
AI can be an amazing assistant for Pinterest marketing. For example, you can write your pin descriptions and ask ChatGPT to edit and proofread them. Or, you can have your list of keywords and ask ChatGPT to put it together for you in a coherent paragraph. But, AI is not foolproof – always revise content and use your own skills to make sure it’s the best it can be.
Tip: While AI platforms like ChatGPT may seem easy to use, there are ways to use it to get the best possible results. So, before implementing it into your business, do your research so you know exactly how to construct prompts.
How Do I Write A Pinterest Strategy?
Follow these four steps to create a Pinterest strategy for your clients:
Know The Target Audience
Who is your client trying to attract through Pinterest, and what are these people searching for? Knowing this is essential in order to do keyword research effectively and create successful pins.
Create A Keyword Library
What are your client’s content pillars? You may be able to find this on their website. For example, let’s say your client is a food blogger and recipe developer. Their pillars may include ‘Easy Lunches’, ‘Chicken Dinners’, ‘Low Carb Recipes’, ‘Vegetarian Meals’, etc. Now, you have a base from which to launch your keyword research. Put together keywords to add under these pillars to use in pin and board descriptions.
Put Together A Content Calendar
Every client is different when it comes to what content you need to use for their Pinterest marketing. You can find content from:
TikTok
Instagram Reels
Blogs
Product pages
After you’ve collected the content you want to use in the next month, put it in a content calendar and track your progress from graphic created to pin scheduled. Also, pay attention to upcoming holidays and trends so that you can pin content ahead of time aligned with these searches. For example, for your food blogger client, you’ll want to pin Christmas dinner related content leading up to the holiday.
When onboarding your client, discuss the approval process with them to check if they want to have the final sign-off before the pins get scheduled. Have an SOP (Standard Operating Procedure) for this, which can look like pins and descriptions being uploaded to a project management tool (like Trello) and the client making amendments by a certain time.
Analyze Results And Adjust
Go through Pinterest metrics often to see if your strategy is working. For example, if your Impressions aren’t improving, it may be because your keywords aren’t aligned with the ideal audience. If Saves are decreasing, the content may not be resonating with the people finding your pins.
Once you know how your pins are being received, you can adjust your strategy to include more of what’s working and less of what isn’t.
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Hello, I'm Megan!
An introvert at heart, Pinterest is the perfect platform for me. Simply posting your content using the right marketing strategies gets you an abundance of website traffic? No engagement or ‘showing up’ needed?
Who wouldn’t want to use this powerhouse of a platform …
