You already know that boards are the system Pinterest uses for content organization. You’re free to create and curate boards on any topic, use any title, and include any content on these boards from any number of sources including:
- Pinterest itself
- Your website or any website with pinnable content (including video content).
- Your computer via image upload, and attaching a redirect url.
But do you really know how to use this system to your marketing advantage?
If you’re using Pinterest to market your biz/blog, you’re probably in one of two camps:
1) You have no idea what boards to make
2) You go crazy making all kinds of boards. Possibly even boards that don’t relate to your target audience at all.
People in camp 2, this post isn’t for you. You typically don’t have a problem coming up with board topics, you have a problem with how you NAME them. So, this post and this post is for you.
Now, back to my camp 1 people.
Over the next few blog posts, I’m going to help you get through this brain block you’re experiencing when it comes to coming up with new board topics.
But before we get to that, it’s important that you realize WHY you need to create new boards.
If you’ve been following the blog or my FB group discussions, then you’ve probably seen me say that you need a minimum of 15 boards. This is your starting point, your baseline, your foundation. These 15 boards are the backbone of your Pinterest account and all future management/growth strategies.
But you can’t stop there.
Repeat, YOU CAN NOT STOP AT 15 BOARDS AND NEVER MAKE ANY MORE.
Why? Recency, that’s why. And SEO.
Part of the algorithm that tells Pinterest that your account, your boards, and your pins are valuable and worth showing to people is how often you actually put new, valuable content out there.
Now, yes, you could simply keep pinning to the same old 15 boards, theoretically forever, and that would count as putting new content out into Pinterest-land.
But here’s what would happen:
- Your original 15 boards would get huge. So big that they’d become overwhelming. No one could ever hope to reach the bottom. If you aren’t looping your old pins, those old pins would get lost forever and potentially never be seen again.
- Your content would get diluted. If you aren’t looping your pins, your older content is getting pushed farther and farther down and lost amid a sea of other content. Even if you are looping your pins,your content still probably isn’t coming back up often enough, since it will comprise such a small percentage of the total board content.
- Your board’s “duplicate content ratio” would skyrocket. Chances are, over long periods of time, you pin the same thing more than once. If you’re recycling pins manually to “loop” them, and you don’t have a process for deleting old or underperforming duplicate copies, then you will potentially have a LOT of duplicate content on your board(s). High duplicate content ratios indicate a lower value to Pinterest and the algorithm is less likely to show/suggest your pins to other users.
So creating new boards routinely isn’t JUST about recency. It’s also about maintaining order and quality.
And I mentioned SEO.
Creating new boards regularly, as part of a strategy for creating order and maintaining recency/quality, ALSO helps your search ranking because it allows for additional keyword phrases to be associated with content on your account.
This ultimately helps you get found by users, since the number one function of Pinterest is as a search engine.
For example, you have a board for Fall Decor as one of your 15 baseline boards. Creating new boards, like Fall Mantle Decor, Fall Floral Arrangements, Fall Door Wreaths, DIY Fall Home Decor Projects, Autumn Tablescapes, etc. help associate these additional keyword term phrases with your account.
So that when people use these phrases in the Pinterest search bar, Pinterest matches your boards/account with their search query and shows pins from your account among the search results.
Disclaimer: Recency/activity, relevancy/seo, and visual appeal/pin quality are ALL important to getting ranked higher. So you need to be nailing ALL of those key points.
I do NOT recommend that you go brainstorm and create tons of new boards all at once. While that would help your SEO, that would negate the recency (consistent activity) factor. It’s important to keep those two in balance.
What I recommend then is to create your first 15 boards. You can do these relatively quickly and don’t need to space them out. This gives you an SEO foudation, but also allows room to grow.
Then develop a strategy for creating new boards regularly. I recommend 1 to 4 new boards per month. That’s as little as once a month and as much as once a week.
Personally, when I am planning new boards for clients, I use a spreadsheet (or the Pinterest Planner) and I plan the board titles/topics, plus the dates to release new boards, for 1 to 2 months in advance. Then all I have to do is follow my schedule!
You could also create your new boards as secret in advance, and then just pin to them as you have time. So that when you need to release a new board, you simply toggle one of them from secret to public.
I recommend having 25 pins on each new board you make when it’s publicly visible, regardless of whether you pin to a secret board slowly over time or to a new public board all in once sitting. Give the board some “bulk” from the get go, enough pins on your new board for people who land on it to have something to scroll through.
If this all sounds really daunting to you, I promise it’s easier than it sounds!
Over the next few weeks, we’ll be talking about how to come up with all these new board topics so stay tuned! In the meantime, you might want to brush up on these 10 Pinterest Tips for establishing a good foundation.
Did you know there are EIGHT ready to go Board Topic Lists, based on popular niches/industries, in the Resource Library? These lists give you 15 board topic ideas to use and/or expand on so that you can get your baseline set up quickly and easily. Or you can use the ideas on these lists to fuel your future boards. Either way, you should definitely download these. Visit the Resource Library and grab yours today!
Marissa is a self-proclaimed Pinterest addict. She lives in a small town just outside Louisville, Ky with her husband, 1-2 kids (depending on the time of year), and their Australian Blue Heeler. Outside of her Pinterest passion, she enjoys all things autumn, getting lost in good books, and exploring the city. She is always looking for new places and spaces to experience!