How to promote content with Pinterest

In MARKETING
28 May 2020
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The Content Creator’s Guide to Social Media

Thanks to social media, delivering content to thousands of people at once is as easy as hitting the “Post” button. But it isn’t always easy to achieve the results you have in mind. That’s why we’re bringing you a new series all about making these channels work for your digital publishing needs. Next up: how to promote content with Pinterest.

Why use Pinterest to promote content?

If Pinterest has been flying under your radar until now, it’s time to consider signing up. The last time we talked about Pinterest marketing on the blog in 2018, there were 200 million users. By the middle of 2020, that number grew to more than 442 million users around the world—an impressive 121% increase in just over two years.

For those who haven’t yet tried to promote content with Pinterest, its role as an inspiration hub for users offers several advantages. According to Pinterest’s research, over 90% of its users turn to Pinterest for inspiration. But they don’t just daydream. More than 80% use Pinterest to make shopping decisions and more than 70% discover new products and brands there. Plus, users love Pinterest: it ranked first in a 2019 survey of customer satisfaction with social networks.

However, Pinterest is not exactly a social network. Despite serving as source of inspiration like Instagram, Pinterest acts more as a search engine than a photo feed. Users, or Pinners, search for ideas among the billions of posts, or pins, that have been saved to the platform. Then, they curate their favorites on personal boards. To reach these Pinners, you’ll want to read through our tips and promote content with Pinterest.

Pinning for publishers

Although Pinterest is easy to use, you may need a little time to get used to its vocabulary and set up your profile. If you are creating a Pinterest account for a business, first claim your company’s website. Because pins can be created from content found almost anywhere across the internet as well as uploaded individually, claiming your website will help you identify pins already saved from your site.

Once you’ve registered your business profile and filled it out, you can get started pinning. Basic uploaded pins can contain a title, description, image and external link. And to promote content with Pinterest effectively, keeping search in mind is essential.

Similarly to classic SEO, you should focus on choosing keywords related to your content and include them in the titles and descriptions of your pins. An eye-catching visual is also a must to stand out in Pinterest search results. Imagine what kind of searches Pinners are making that could lead them to your content, then tailor your pins to help them find it.

In addition to creating individual pins, you can create groups of pins called boards to display on your business profile. Boards make your Pinterest profile more attractive and easier to browse by packaging pins into different collections. Try resaving pins posted by other users to supplement your own content and consider adding video, article or product pins to enrich your boards.

Digital publishers can promote content with Pinterest in lots of ways. For example, build out a new board around each new release with pins related to your publication’s content. Use boards to house your publication archives or link shoppable boards to your ecommerce strategy.

Audience participation

After setting up your business profile and pinning your content, you’ll be able to take advantage of Pinterest’s account statistics. While your Analytics has lots of interesting information, the first thing you should check is your top pins. Seeing which of your pinned content has the most engagements, link clicks and saves can give you a good idea of what works best on Pinterest.

Next, continue to refine how you promote content with Pinterest going forward. You can use insights about your most successful pins as a model for fresh posts, but don’t be afraid to experiment as well! For best results, add new pins regularly to your existing boards. Unlike most other social networks, Pinterest content tends to be evergreen. That means pins don’t disappear from user feeds like tweets and updates. Instead, they can turn up in search results and on Pinners’ boards for months or even years.

As a result, you should always keep an eye on your older pins. Make sure that none of them redirect to broken links, since Pinterest can be a key source of traffic to your website. You can also repost content with updated images, titles or description text if you want to give certain publications a boost. No matter what kind of digital publications you have to promote, Pinterest can be a powerful platform to help new users discover them.  

Ready to start?

Now that you’ve got all the details about how to promote content with Pinterest, it’s time to turn your online documents into great digital publications. Sign up for your free Calaméo account today and explore what digital publishing can do for you!

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MARKETING

7 ideas for better B2B content marketing

In MARKETING
27 May 2021

Have you tried content marketing as a way to attract new customers for your business? If so, you’re in good company. Since this strategy is more popular than ever, finding fresh ideas is key to standing out. Today we’re rounding up the best ideas to improve your B2B content marketing plans.

1. Target to decision-makers

First things first: a main rule of content marketing suggests tailoring the message to your ideal audience. In other words, you should design your content around the needs and expectations of the people you want to discover it. In practice, this means choosing subjects, formats and keywords that will appeal to your target audience.

But are you focusing B2B content around the actual decision-makers who approve purchasing your product? To start addressing this essential audience, use B2B buyer personas to find out what information decision-makers want. Or keep things simple and ask your sales team for insight on decision-makers.

2. Broaden your reach

On the other hand, you may also want to consider making a wider range of content! Studies show that for B2B products and services, the decision to buy involves 6-10 people on average. All of them will do their own research throughout the buying process. And chances are, not all of them will be in the specific decision-maker roles you’ve identified.

As a result, it makes sense to create content that reaches more people and boosts your business’s profile. For example, some resources should be relevant to people in your industry, while others could speak to IT professionals in particular. When several stakeholders engage with your B2B content marketing, it can improve the path to purchase.  

3. Give your company a voice

For too long, B2B content had a reputation as old-fashioned. Compared to the B2C world, the audiences were smaller, more specialized and less interested in change. However, both business audiences and business content have shifted toward big trends in recent years. One huge trend in this space that’s easy to join is the B2B audio boom.

Audio has strong advantages for content marketers looking to shake things up. Most importantly, it’s a surefire way to add a personal touch to your communications. Next, there are lots of ways to use audio to connect with your audience. From Clubhouse to podcasts, jumping on the audio trend is a low-cost option for creating enriched media.

4. Create multilanguage content

Not sure how to grow your B2B content marketing audience beyond current followers? The best place to start is by checking out your own analytics. Especially if you tend to focus on target personas, content analytics often reveal global reach that may be underserved. Without re-working your entire sales and marketing plan, multilanguage content can help activate new audiences.

Because making multilanguage content is complex, try starting small. Choose a language that’s already represented in your audience and translate a popular publication. Or do some keyword research to support a brand-new article in another language. Either way, be sure to adjust your content’s SEO to reflect the needs of multilanguage buyers.

5. Collaborate with others

B2B content doesn’t have to be 100% centered on the benefits of your business. In fact, a very simple way to maximize your reach is to share the spotlight with another company. Teaming up to create collaborative content brings new audiences along to discover your brand: your followers, plus your partner creator’s followers.

Although independent influencers are powerful in B2B social media, you don’t need to dive into the world of influencer marketing to find collaborators. For instance, you can turn toward your own customers to find content opportunities! Highlight their use of your solutions in a case study or work together on producing an industry-specific resource.

6. Try a new format

Sometimes even the best B2B content marketing gets stuck in a routine. In particular, paying close attention to what works can lead to a kind of content “comfort zone.” Or to put it another way, your audience responds so well to white papers that you build a whole strategy around your library of white papers.

But even the most successful content plans can be improved with a fresh twist. Why not take some of your existing content and re-use it in a new format? You could make a poll about one of your white paper topics, make a GIF from a tutorial or even start your own magazine. Mix it up with different formats to catch your followers’ attention and perhaps reach new ones. 

7. Highlight your values

Last but not least, consider shifting your perspective for better B2B content marketing. Similarly to changes seen elsewhere, B2B buyers are showing continued interest in the values and purpose of their partner companies. In addition to product and industry content, business audiences want to know more about what brands stand for and why they do what they do.

Of course, the answers to these questions are unique to every business. And while they don’t have to become a main feature of your content, it can be worth introducing your company values when relevant and appropriate. As long as you keep things authentic, highlighting your purpose and principles helps attract audiences ready to engage beyond the bottom line.

MARKETING

How to increase your website traffic with Calaméo

In MARKETING
28 February 2017

What does digital publishing have to do with traffic to my site?

More than you might think. Digital publications go well beyond just text and images. In fact, they are a form of rich media, which if promoted successfully can widen your exposure on the internet and increase website traffic.

You can use Calaméo to help increase your website traffic by following our simple 5-step formula

1. Take advantage of our SEO

Search Engine Optimization encompasses all that serves to improve your natural visibility on search engines. As a result, this visibility helps to generate a constant source of new traffic to your website. Thankfully, our platform offers numerous perks that can help optimize your publications’ indexation on search engines, such as:

  • High PageRank. PageRank is an algorithm used to rank websites in their search engine results to determine the power and impact that a site has on the web.
  • 18 million unique visitors each month on average. Calaméo’s significant global online presence can boost your publications’ indexation.
  • Key words index. We index the entirety of the text present in your digital publications on search engines.

2. Connect your publications to your website

This is a no-brainer. Inserting external links in your publications that redirect to your website with our Editor is essential if you want to make the most out of our SEO and contributes a great deal to increase website traffic.

3. Optimize titles & descriptions

Since key words play an important role in SEO, it is important to include them in your document’s title and description. First, do some quick research on keywords that can help readers find your online publication. Then, try to be as specific as possible by selecting words exclusive to your field to help you stand out!

4. Think about the user experience

Don’t neglect focusing on the content in your publications—it gives your readers a reason to visit your website. Calaméo allows you to enrich your publications by adding customized Skins and interactive elements such as video and audio. In addition to raising engagement, these elements can encourage readers to visit your site.

5. Share on social media 

“Be everywhere your readers are.” If you haven’t already heard this saying then you’re not doing digital publishing right. Your ability to reach a larger audience on social media greatly enhances your chances of driving potential clients to your website. Calaméo allows you to share your publications easily in a click of a button!

After reading this post you should now be familiar with the different strategies you can use on your digital publications to increase your website traffic.

For more tips on how to increase website traffic, check out our guide to boosting the click-through rate in your publications.

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