Calling all brands – it’s time to get on the Pinterest train.  The social scrapbooking site has rocketed to the front of the crowded content bookmarking field with its easy-to-use format and highly social sharing capabilities.  It’s a content marketing dream channel for companies looking to increase engagement with their customers.

Pinterest was launched in March of 2010 and since then the invitation-only site (you can be invited by a friend or request an invite from the site itself) has collected 21 million unique visitors and 10.4 million active users. A staggering 82% of those fans are female.

With Pinterest users can create pin boards revolving around any interest (such as wedding planning, fashion ideas or home decorating).  Brands such as Lands End and Nordstrom have already created a presence on the site, inviting fans to pin the latest products, which links users back to their sites.

The company that has created the biggest presence on Pinterest so far is RealSimple, an online provider of recipes and fashion and home organization advice.  The brand boasts more than 57,000 followers.

So you may be wondering if Pinterest is a worthwhile addition to your content marketing strategy.  We say absolutely – especially if your target audience includes women.  Here are 5 ways you can start:

1. Leverage The Power of Images – Because users can access Pinterest via Facebook, strong images on your Facebook page are the perfect match for those pinners searching for the coolest new graphics.

In addition, use compelling visuals on your website and blog to attract the visually interested Pinterest fan base.

2. Install A Pin It On Pinterest Button – Nothing encourages sharing like putting social icons on your blog or website.  Installing a Pin It On Pinterest button will make it easier than ever for your fans to spread your content via their own pinboards.

You can also install a Find Me On Pinterest button, as well.

3. Create a Pinboard Contest – Pinterest users are notoriously addicted to the site so you’ve tapped into an already engaged audience.  Create a Pinboard contest to continue that engagement.

You can ask for the best photo of users enjoying your product or offer rewards for the most creative image featuring your brand.

4. Optimize Your Pinterest Content – Whether in the titles of your images or the content that accompanies them, take advantage of yet another SEO opportunity and incorporate your keywords.

The pins for your boards should reflect each board’s theme and highlight those terms consumers use when searching for you via search engines.  If you need some inspiration, check to see if any of your competitors are using the site as an SEO tool.

5. Create Multiple Boards – Real Simple has 57 boards divided into specific categories.  You can do the same for your brand by highlighting certain products or attracting the interest of specific target markets.

The key to keeping these boards active is consistently pinning new content so visitors enjoy a constantly evolving engagement experience.

A large reason for Pinterest’s popularity is how easy the site is to use.  Be sure your content follows the rules of simplicity – your boards and pins should be user friendly.

Looking for more ways to spark your content marketing?  Check out our blog post Learn From 5 Optimized Press Releases Primed For Success.

Filed under: Content, Social Media, Strategy by Stacey Acevero