Now that you’ve identified your best back-to-school content from last year, it’s time to put that data to work! Let’s chat about how you can prep your top content so it’s fresh, optimized, and ready to perform even BETTER on Pinterest this back-to-school season.
Episode Highlights:
Optimizing the Post for Pinterest Traffic
Consider Fresh Content
Create Fresh Pins
Resources Mentioned:
episode 46 - How to Find Your Top Back-to-School Content from Last Year
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Transcripts
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[00:00:37] Last week I gave you some tips for how to find your top performing content on Pinterest from last year's back to school season. In today's episode, we're going to talk in more detail about what you can do with that data now that you have it. We're going to focus on optimizing your posts for the influx of Pinterest traffic.
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[00:01:34] you should look at this post through the eyes of a Pinterest visitor, because Pinterest users behave differently on a website than Google visitors. And so knowing that a post is popular on Pinterest, it really can impact some of the optimizations you decide to make to the post. One of the most important things that you'll want to do
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[00:02:20] you wanna make sure that that talking point is easy to find. And so by using headers and having a very well organized blog post, it's much easier for Pinterest users to quickly find what brought them to your post to begin with. Another really important optimization to take care of is to make sure that you have pinnable images within your blog post, because oftentimes people will see something that they find interesting
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[00:03:09] Give them another opportunity to pin and so have some pinnable graphics available and front and center so that they can pin that post if they want to. So now moving on from some of those blog post optimizations. Your data might also give you some insight into whether a fresh piece of content could be a good addition to your back to school strategy.
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[00:04:01] Just as an example, if your top two blog posts from last year were about parent communication tools, you might wanna do some keyword research to see if there are any other posts that you could write that feature parent communication tools. This will give you some shiny new URLs to use on Pinterest, and they'll be written on topics your audience clearly loves during back to school season.
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[00:04:50] And so one of those things that people are doing is they are taking their older blog content, and they're just copying it, duplicating it, and then republishing it with a fresh URL, and then they're just redirecting their older posts to that new URL. This is not necessarily something that I do because I much prefer to cast a wider net, and so I would rather just have that older post with the legacy pins working for me in the background.
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[00:05:49] You've optimized your top content for Pinterest traffic and you've decided if you need to add some fresh blog content to the mix, now it's time to create some fresh pins for your back to school content. One of the limitations of the new Google Analytics is that you can't easily identify which pins on Pinterest are bringing you the most traffic to a post.
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[00:06:39] And then it also links to my content table where I have the links to all of my blog posts. And so when I link them up in that way, I can see at a glance which pins I've created for a particular post. And so all I have to do is open up that field in Airtable and then I can just do a quick visual scan of the types of pins that I've already made for that post.
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[00:07:38] most of the pins you created for that post. So for example, I might use the phrase morning work and hope that I can see most of the pins for my blog post about morning work ideas for the whole year. So I would type that into the search bar and then adjust the results. Next to the search bar, it will likely say all pins, but that's a dropdown menu. You can
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[00:08:27] But really, I feel like just looking at the past three months can often give you an idea of which pins are the strongest. And the other thing to keep in mind is that this only includes the pins that you have created or saved. Some of your top pins are going to be pins that people have saved directly from your website, and so those won't be included.
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[00:09:19] into its different elements. So what font did I use ? What colors did I use? What product image, what keyword, you know, just look at all of the different elements on that pin. And then I would break it up and use one element on each of your new pins. So I might take the photo from the top performing pin and use the exact same photo on a fresh pin, but then change everything else.
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[00:10:28] But if that pin design clearly got a lot of traction and grabbed people's attention, make another one and just change up the colors and see what happens. You can also try to widen your reach by breaking out of your branding to create fresh pins. This can really encourage more people to click since it won't look like something they've seen before.
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[00:11:16] they're less likely to click on it. And so branching out from your branding so that it doesn't look like one of your pins, it might actually encourage people to click because it looks fresh, it looks like something they haven't seen before. Once you've optimized your blog post for Pinterest traffic, you've written a fresh blog post if you need to, and you've created new pins, it's time to get ready to schedule.
