If you spend any time online, you’re probably familiar with Buzzfeed, a great source of timely articles, fun videos and quizzes. But did you know that, according to Buzzfeed’s VP of Growth and Data, Dao Nguyen, “Pinterest is BuzzFeed’s second largest social network referrer”? (Pinterest for Business)
Here are some ways that Buzzfeed leverages Pinterest for content marketing:
- Long shelf-life: The content that comes up in your Pinterest feed is partially dependent on what is being pinned by other users. This may not always be your most recent content. Nguyen adds, “In fact, more than half of BuzzFeed’s traffic from Pinterest goes to posts published more than two months ago.”
- Research trending topics: Buzzfeed can see what pins are most popular that week and plan future content around those topics. (You can type “most popular pin” into Pinterest’s search window to find out which pins are trending by time frame or category.)
- Float new ideas: By creating Pinterest boards for “test” categories, Buzzfeed can take notes. If the test boards are popular, Buzzfeed might create new content based on that topic. If the board isn’t getting much traction, no harm done, try a different category.
- Word art – let your text become the image. Using sites like Share as Image, you can create a pretty text graphic in minutes.
- Infographics – do you have a piece of content, or multiple pieces, that could become an infographic?
- Customer reviews – add an appropriate image, or highlight a quote from the review.
- About Us – Is there a way to tell your business story through pictures? Clients and customers like to get a sense of the people behind the brand.
One more idea that may work for your business is to create “secret” boards for individual clients. Use the board to pin content that is relevant to your client. These boards are visible only to you and the people you invite to view them. This is a way to let your clients know that you recognize them as individuals and are giving thought to their specific needs.
Are you abuzz with a new approach? Which of these ideas will you try first?
In the meantime take this Buzzfeed quiz: How Obsessed With Pinterest Are You?