If you’ve ever felt like your content disappears faster than your kid’s snack stash, you’re not wrong. Instagram is amazing for connection (and I’ll always love it for that), but when it comes to longevity? It’s like building a sandcastle at high tide. Pretty… but gone in hours.

That’s exactly why I brought on Elaine Timms, Pinterest strategist and creator of the Evergreen Impact Method. Elaine knows how to take one piece of content and turn it into traffic that compounds for months… even years. Yes, years. While you’re busy doing school drop-off, squeezing in a client call, or finally finishing your coffee before it goes cold, your content could actually still be working for you.

In this episode, we’re digging into:

• Why Pinterest isn’t just recipes and DIY hacks (and why your business does belong there).
• How one pin can outlast an entire season of Instagram posts.
• The simple, realistic strategy Elaine teaches her clients (no “pin 57 times a day” nonsense).
• Why your content isn’t broken—it’s just not circulating.
• How to start using Pinterest without adding a mountain of extra work to your already full plate.

Mentioned In This Episode:

If you’re ready to stop creating content that disappears in a day, start here.

• 📌 Grab Elaine’s free starter guide: Pinterest Marketing Strategy Guide
• 📨 Get ongoing tips from Elaine: Evergreen Impact Weekly Newsletter
• ✅ Want someone to run it for you: Pinterest Manager Services
• 🚀 And if you want a clear plan so all your content works together instead of in silos, grab my Buyer Journey Content Map.

Your content deserves more than a day of visibility. And you deserve a marketing plan that fits real life.

If you're not new around here, you know that I have been shifting the

2

way I teach content strategy because

, while I love Instagram and it's really

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great for connection, it's never

meant to give you content longevity.

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And that is exactly why I invited Elaine

Tims onto Mompreneur Mastery today.

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Elaine is a Pinterest strategist and

creator of the Evergreen Impact Method.

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She helps woman led businesses turn

one piece of content into traffic that

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compounds over months or even years, so

you're not stuck on the hamster wheel

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of posting for 24 hours of visibility.

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I am really excited for you to

learn from her in this episode.

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before we talk about the evergreen

impact method, can you tell us a bit

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about how you got started in this work?

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Elaine Timms: Yes, actually I started to

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like the bro marketers because they seemed

to really dominate the space at the time.

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Quickly realized I didn't like

to follow them, so I started

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paying attention to other people.

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In the meantime, I had also started a

mom blog because once I became a mother,

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that seemed like a logical choice.

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And I learned everything that I

could about Pinterest from a lot

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of different bloggers and just

people at the time grew its traffic.

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My blog I'm talking about, I grew its

traffic to over a hundred thousand

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sessions and then I realized how much I

liked the strategy and I loved helping

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people and the excitement that they

saw when they had traffic buildings.

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So I sold my blog and I went all in

on my Pinterest marketing business.

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Sydney: That's amazing.

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I'm not gonna lie, I am an Instagram

person because for like personal reasons

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when I was struggling postpartum, I found

like a lot of great connection there.

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So I love it that way.

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But I am always so intrigued by Pinterest

strategy for like marketing purposes.

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So part of the reason I

wanted to have you on was.

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Generally just to like pick your brain as

well as like, of course help my audience,

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but I personally have so many questions.

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was there a moment when it

like clicked for you that

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Pinterest wasn't just helpful?

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It was like a really great like

visibility tool for business.

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Elaine Timms: Yeah, it didn't take

long because everybody was kind of sold

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this idea that social media marketing

was an entire marketing plan, and I

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was like sitting over there going, but

no, but wait, what about Pinterest?

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And it's often overlooked, but

it didn't take long to also see

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that people were burning out.

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There was no shelf life to the content

and it was just a content creation,

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like hamster wheel all of the time.

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So I was like, wait a minute,

Pinterest totally fits to give you a

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shelf life and to avoid that burnout.

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So that's kind of where I was even

more passionate about the work

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that I do, and especially when it

comes to moms and women that this

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was actually sustainable for them.

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Sydney: How long would you

say a shelf life of a pin is

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Elaine Timms: you know, it could

be anywhere between a couple of

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months into a couple of years.

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I own another niche website and

its traffic, its main piece of

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traffic comes from a handful

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I do go in and make sure to update that

content, but that's how long you're

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looking at now, of course, you know that.

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You know those pins can die off,

but you're getting like a few

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months as opposed to a few hours.

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Sydney: Right.

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Yeah, I think I mean for me,

because Instagram is like what I

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do, I can get like a couple weeks

or a couple months if it's like a

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pinned post, but it's definitely

not as evergreen as Pinterest is.

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So yeah, I'm always fascinated by that

aspect, especially as like a busy mom

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who has very little time for things.

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To start growing like

a Pinterest following.

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Is there like a set number

of pins you should be like

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posting a week or month, or.

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Elaine Timms: Right.

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So right there you're not actually

there to build a following.

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That can come naturally and it

will, you will gain followers,

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but that's not actually the goal.

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What you're building is a

content library that compounds

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in performance over time, so.

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Great news is you don't need to

worry about followers because

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you can actually get traction.

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And it just, you can simply start

by pinning one optimized pin.

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So optimized meaning using keywords

one pin a day and building your way up.

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There is no magic number but I highly

recommend that one pin a day saved

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to your relevant boards, and then

just using your Pinterest SEO is more

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relevant to how many pins per day.

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Sydney: Okay.

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That's good to know.

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And I love that I talk about

that for Instagram as well.

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Like there's no special

number of followers.

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You just have to have

like the quality content

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Elaine Timms: E, everybody

wants that number.

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It's something I answer all the time, like

I'm not surprised to answer it again, but

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it's just, it truly, it does not matter.

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You can get lots of

traction with one pin a day.

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Sydney: Nice.

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Good to know.

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And how like.

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deer pins have to be, or

is it more SEO focused?

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Elaine Timms: It's

definitely more SEO focused.

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You of course want them to look good.

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You know, but, you know, beauty's

in the eye of the beholder.

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'cause I have seen some really

ugly pins perform well on

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Pinterest for a really long time.

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So who knows?

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So what does that tell us?

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That yes, aesthetics are

important, but you're right.

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Keywords are even more important.

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So if you're answering what that

person is searching for and you've

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got your like search intent down,

you're gonna get those clicks

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Sydney: Good to know.

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What is one thing people keep doing

for visibility that just isn't

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worth their time or energy, do you

think, when it comes to Pinterest?

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Elaine Timms: Worrying about followers

just kind of spamming the platform

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with their Instagram content without

giving Pinterest any sort of context.

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Again, going back to those keywords.

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That's a huge mistake

repurposing their reels.

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It's a completely different audience

like Pinterest, people are cold to you.

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They're open to meeting you, but they

definitely don't know who you are.

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So those entertaining, more nurturing

reels are not going to perform to the

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degree that most people think they should.

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Sydney: Okay.

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That's good to know.

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Yeah.

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'cause I've seen just from like following

random people on Instagram there, we'll

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talk about how much traction they get just

from sending their, like, or linking their

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Instagram to their Pinterest account.

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I'm like, I don't know if

it would work the same, but.

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Elaine Timms: There is some advice out

there, some people that will tell you that

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that's a way to diversify your length.

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And I'm not saying not

to test it for yourself.

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Of course I'm always game for that.

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But you know, in my experience and over

my client accounts, the pins that link

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to Instagram don't get as much reach

as, say, linking to your own online

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real estate, which is more important

in my world than anything else.

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Sydney: Yeah, that makes a ton of sense.

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Do you think, because I like, again,

I focus on Instagram strategy.

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Is there a way to repurpose

Instagram content to Pinterest

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and have it be successful?

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Elaine Timms: Right.

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So, you know, Pinterest

has these carousel pins.

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I'm still testing those, so I don't have

a complete amount of knowledge about

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them, but it's great for repurposing

your carousels, just giving more context

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in the pin description, and then making

sure that that carousel pin linked to

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something that gives even more contact.

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Because you're not there to entertain.

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You're there to like, educate,

inspire, help somebody, plan

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a moment, something like that.

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So they need more pieces to the story than

maybe you're giving away on Instagram.

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Sydney: That makes sense.

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Now when you mentioned links to

somewhere, would that just be

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people linking to like long form

content like blogs and podcasts or?

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Elaine Timms: Yeah.

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Sydney: Or could it be

specific sales pages?

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Elaine Timms: Yeah, you

can link to all of those.

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So you've got lead pages, sales pages,

landing pages, lead magnet pages,

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blogs podcasts turned into blogs.

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You can absolutely create

pins for all of those links.

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The, the idea of, you know, like my

own strategy is to always be linking

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to something that you own, that you

can control that doesn't go anywhere.

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So ultimately, all roads leading into

your business ecosystem and email.

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List would be ideal.

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Sydney: Right.

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And then I assume that would

help with like more backlinks

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to your website as well.

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Elaine Timms: Yeah.

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And so yeah, if you're ranking pins

on Pinterest, you're also able to get

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found on Google because your Pinterest

pins can get ranked on there as well.

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So just, yeah, all around

helping you get found.

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Sydney: Pinterest often gets

grouped in with social media.

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Do you view it as or more like

a visual search type of thing?

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Because that's what I

always kind of assume it is.

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Elaine Timms: Absolutely it

is a visual search engine.

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This doesn't mean that they haven't had

some identity crisis over the last several

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years and trying to keep up with, you

know, short form video content platforms.

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But at the end of the day, what drives

Pinterest is the SEO portion and just

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the people that want to learn something

and plan something offline kind of stuff.

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Sydney: For sure.

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And now I've heard you say before

that your content isn't broken,

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it's just not circulating.

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Can you explain what that

means and why it matters?

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Elaine Timms: So what that means

is I find a lot of people create

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like even a long form blog post.

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They'll pin it once, or they'll

post about it on social media

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once, and then that's it.

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Like they don't even realize that you

can keep that content working for you.

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So in terms of a Pinterest strategy,

that's creating multiple pins

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for the same piece of content,

but perhaps that piece of content

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covers off several different topics.

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So it's making sure to target those

different angles and keep the pins

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circulating so that content now is

working harder for you as to opposed

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you thinking you have to create a

new piece of content all the time.

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You could actually take that piece of

content, see that it's getting good

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traction, create another like long

form blog posts of a tiny section

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from it, and now you have double

the content circulating for you.

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Sydney: I love that so much as a

very busy person who has very little

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time to do things like repurposing

content and is my absolute favorite.

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So

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Elaine Timms: would love, like

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Sydney: to know.

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Elaine Timms: I'd love for

people to flip the script and.

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Like completely creating for socials,

like create that long form and then

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take that and go, what are those

tiny little snippets that people

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would really enjoy on socials?

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And then take it from there.

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Like you do all the hard work first, but

it's now sitting out there and then create

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like, I just think it would create so much

ease in people's lives, especially moms.

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Sydney: Mm-hmm.

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For sure.

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I love that.

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That answered my next

question too, so that's good.

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Yeah, you walk us through

your Evergreen impact method?

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Elaine Timms: Yes, so that is my

Pinterest powered visibility system.

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I only have just started to piece

it together without realizing

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I was doing this behind the

scenes for clients all the time.

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So the first thing is what

I call the content core.

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So that's like identifying and

organizing your long form content

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with however that is created for you.

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So creating.

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Also a content hub.

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I like to grab all of the links,

put them into a content hub.

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That, from there I actually categorize it

by content category, stage of the funnel.

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So basically it's your organization piece.

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What do we have to work with, right?

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So then from there we're gonna

do the platform positioning.

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So what does that mean?

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How are we gonna position

you on Pinterest?

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What keywords are we going to target?

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What interests are we targeting?

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It's creating up boards and you

know, creating a keyword bank.

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Just so that you're telling Pinterest,

Hey, this is what my business is about.

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This is what my content is about.

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So you're positioning yourself.

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So Pinterest understands that.

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And then again, it's that evergreen

circulation piece that we just

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spoke about is it's a long.

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Game platform, right?

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So Pinterest needs continual pins in

order to really start to understand

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what the content piece is about and also

to keep your content in circulation.

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So this is the area where we

create multiple pins per content

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and we are actually, you know,

targeting different angles.

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You know, like, I'll give you a little

small example because this might fly

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over some people's heads, but a gardening

client, for example, and if they have

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like a small backyard gardening layout,

but that could also be like a tiny

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backyard, that could be a balcony, right?

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That could just be any small space.

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And so that is where you're just

getting your pins circulating for

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all of these different search terms.

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And then from there, we wanna make

sure, of course, that we're reaping

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some of what we're sewing, right?

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So you wanna make sure to have pins

that are mapped out to your funnel.

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So for example, going back to the

gardening, if I have, you know, small

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backyard garden, vegetable garden layout.

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I have a couple of different options, but

then I have an email opt-in that says,

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you know, here's your garden layouts for

a small backyard in each growing zone.

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Well, now all of a sudden that

person's like, oh, okay, great.

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Yeah.

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Like, I definitely need

to know that information.

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Boom, they sign up.

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Right?

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So that's just like making sure

to map out how can we get these

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people into your ecosystem.

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And then from there you're doing

what I call the insight loop.

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So you wanna make sure what

you're doing is working.

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So this is tracking the

performance of pins and boards.

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It's identifying what's working and

using the data that you see in your

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actual PIN strategy moving forward.

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So that can be like making sure that

seasonal pins actually perform at

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the season when they're supposed to.

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Did it work?

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Did it not work?

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What's always in your top 20 pins?

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What's another angle that we can

use to get even more traffic?

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And so I'll cover off like the

most important things to look at

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during metrics are during metrics.

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The most important Pinterest metrics to

track are impressions, saves, engagements,

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and of course outbound click that

will tell you a full picture of what's

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going on with your Pinterest strategy

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from there, it's, you know,

rinse and repeat, add in the new

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content just to expand your, your

circulation and, and your gold.

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Sydney: Awesome.

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I love having like a general framework

for things that makes it feel so much

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more doable and less overwhelming.

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I definitely feel you.

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I somewhat recently kind of came

up with my five steps to sales

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on like Instagram framework after

doing it for literal years with

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Elaine Timms: I.

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Sydney: clients and like

teaching other people.

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And I was like, wait.

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. Do you have a favorite client

story where Pinterest became like

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a huge visibility engine for them?

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Elaine Timms: I actually have like

multiple clients right now where

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it's like the main visibility.

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But I'll tell you about a client

where I was like a little bit

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iffy about taking them on.

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I was like, wow, I don't

know about this niche.

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It was actually in the red light therapy.

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Which I knew there were searches on

Pinterest, but just to see the amount

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of traction they got on Pinterest was

just like, whoa, like mind blowing.

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So that's like actually one of

my favorite stories to tell,

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because I often get asked, well,

you know, like Pinterest is just.

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For like recipes or you know, like

DIY stuff, but it's, it's truly not.

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And so I think at the end of the

day, anybody that's listening needs

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to go and check to see what's being

searched within their niche, because

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you'll be pleasantly surprised.

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Sydney: Yeah.

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Definitely.

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And what kind of results can people

like realistically expect and how

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long does it take to see traction?

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I know it's like a very

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Elaine Timms: Yeah.

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Sydney: kind of thing, but

is there like a general

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Elaine Timms: So generally speaking,

when I'm talking to clients and

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they're interested and they're just

trying to determine whether or not

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to come on is that growth truly

happens at six to nine months.

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Now, you will start to

see growth, but it's.

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The growth that you're looking

for, where you're getting a

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pretty good amount of clicks.

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Pinterest really understands

what your account is about and

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is trusting your content and your

website and really pushing it out.

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So six to nine months, but

honestly it can take up to a year.

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But I don't want that to scare

anybody because Pinterest is more

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of like an investment, right?

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So over time, you're gonna compound.

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But again, after like three months,

you're gonna start seeing the green,

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you're seeing the bars all going up.

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But yeah, you gotta be in it for at least,

please give it like six to nine months.

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Sydney: Yeah, but it definitely

seems like the payoff is there if

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you're giving it that amount of time.

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Knowing how evergreen those pins are,

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Elaine Timms: Right.

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'cause if you gotta think of it,

like you don't need to be camera

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ready, you don't need to dance, you

don't need to do any of those things.

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You have something that, like you

went and took a week's vacation

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with your family and you wanna

enjoy the beach with your kids.

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Well, that's working in the background.

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Right, and I know you can post on social

media too by scheduling it, but it's

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just nice to know that it's just always

working whether you're there or not.

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Sydney: Yeah, and like

working for longer periods of

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Elaine Timms: Exactly.

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Sydney: That's, yeah.

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Elaine Timms: Yeah.

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Sydney: Right, and you've built

a business that works around your

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life, not the other way around.

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What has been like the most

rewarding part of that?

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Elaine Timms: The most rewarding part is

literally being able to design my days as

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I want which was the goal from the onset.

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Like I was never a person

that wanted my kids to go to

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daycare and do all those things.

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I wanted to be a present mom, so the

ability to, yeah, just grow it the way

342

that I wanted and keep it sustainable.

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I've never worried about scaling and going

in on all of the strategies right off.

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The business has really allowed me

just to grow the way that I want

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and be present in my actual life.

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And then as my kids get older,

it's going to be interesting enough

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and keep me going so that I can

grow it into whatever I want.

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Sydney: Yeah, definitely.

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I the exact same way.

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How old?

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Your kids now.

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Elaine Timms: So they are eight

and five and it's just, yeah, I

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get to pick them up from school.

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I get to be there, like if there's an

assembly and one of them got an award

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that happened a couple times during

the school year, I can take, you know,

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off at two o'clock in the afternoon.

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Just that flexibility and freedom, like

you can't, I don't know if there's enough

358

money in the world to replace that.

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Sydney: Yeah, for sure.

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I love that.

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My kids are almost five six and eight, so

like very similar and being able to like

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be there you know, those like random.

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Stick days and like

doctor's appointments and

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Elaine Timms: Yeah.

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Yeah.

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Sydney: truly amazing.

367

My husband is also in the

military, so we move a lot.

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Elaine Timms: Yeah.

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Sydney: to like stay home when we

first move and get everyone like

370

acclimated and all of that is important.

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Elaine Timms: It's so nice, right?

372

Like, and thank goodness we have that

as an option in, in this day and age to.

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Sydney: yeah, for sure.

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I remember, we kind of

had that when I was a kid.

375

My mom worked like at a school, so

she had like summers off and stuff,

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Elaine Timms: Right.

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Sydney: it was still a little

different being able to like completely

378

create your own schedule and be

home and it's just 10 outta 10.

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Recommend.

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Elaine Timms: after we record this

podcast, I'm gonna go for a run.

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Like what?

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You know what I mean?

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I couldn't do that in a nine to five.

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And I quickly learned about myself while

I was in corporate before making the

385

transition that I just knew I couldn't

do this for the rest of my life.

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Like, I can't have a boss, a schedule,

and you can only take this amount

387

of time for lunch and all of that.

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So that doesn't work.

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Sydney: Yeah, definitely not for everyone,

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Elaine Timms: No.

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Sydney: for sure.

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Now for the mom listening, who knows,

Pinterest could help but keeps putting

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it off, what would you say to her?

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Elaine Timms: I would say go on Pinterest

because you're likely putting it up 'cause

395

you're not sure if it's going to work.

396

You don't think probably that

your business belongs on there.

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If I had to bet money

on it, it would be that.

398

So I would invite them to

go on and do some searches.

399

See what people are searching around

and then get excited about it.

400

Go over to my website and

grab my free strategy guide.

401

It will give you an overview how

everything works and the important

402

things to get in place, and

it's a great way to get started.

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Sydney: Perfect.

404

I was gonna ask about that next,

so I will definitely have the link.

405

In the show notes for everyone to grab it.

406

And then can you just let us know

what your website is as well?

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Elaine Timms: Sure I can

be found@elainetims.com

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and from there you can check out.

409

I've got services, I just do DIY.

410

Services done for you

services at this point.

411

We'll see in the future if

I'll offer more but that's, you

412

can grab the strategy guide.

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That will also mean that you're

joining my Evergreen Impact newsletter,

414

where I share all of my bits and bobs

and interesting pieces weekly ish,

415

and that's where you can find me.

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Sydney: Perfect.

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I am definitely excited to check that out.

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Thank you so much for taking the time

to chat with me about Pinterest today.

419

Elaine Timms: Thank you for having me.