Do you have a content strategy that has your business’s long term success in mind?

Social media platforms like Instagram and TikTok are great for visibility and getting in front of people, but oftentimes people are looking for lighthearted entertainment as opposed to getting to the bottom of their pain points.

Search engines like Google and even Pinterest are where your audience are likely searching for the answers to their immediate problems.

If you can show up when they’re searching for a remedy to their pain points (your transformation), you won’t need to do as much hustling on social media.

Let’s take a look at how to do just that:

Build Your Sustainable Content Library

An important consideration for search, on both Google and Pinterest, is content that will continue to serve you and your audience for years to come.

Focus on topics that will likely be relevant to your target audience for at least a few years. What are the questions you always get from clients? Make blog posts or videos that focus on those topics.

Of course topical and seasonal content is still important, but sprinkling in a few evergreen posts will help you to build a sustainable content library that you can refer back to over time.

This is helpful both in content repurposing and remaining relevant in search results. 

Remember: write for people first and search engines second.

Google is constantly evolving and creating content that speaks only to search engines won’t get you anywhere.

Do a little bit of research to see what your target audience is searching for. Look at longtail keywords too as that may increase your chances of ranking. Look at Google’s keyword planner or other search engine optimisation tools like SEMrush or Ubersuggest.

Instead of just writing about “Pinterest management” – try and add more qualifiers like “Pinterest management for beginners” or “Pinterest management for social media marketers.”

Get really clear on who you’re writing for and what it is they need help with – now and in the future.

Use these keywords in the core places: headings, meta descriptions, alt text, and body copy. But please don’t go overboard and let every second word be a keyword. Think about how you can make your content a pleasurable and entertaining experience for your audience.

Google isn’t going to buy your product or service – your audience is.

Aspirational Pinterest Content

Pinterest is perhaps not as stable as it once was, but it’s still an important search consideration. It’s been described many times as a “visual search engine” as people are searching for visual inspiration and ideas.

Once you’ve got your shiny piece of evergreen content all ready to go, you can create a Pinterest pin that leads straight to it, increasing your chances of it being found.

Optimising your pin for search is just as important on Pinterest as it is for Google. Include your keywords in your:

  • Pin title
  • Pin description
  • Alt text
  • Link
  • Pin graphic

If you properly optimise your pin, your pin will continue to do the work for you as people search for this solution to their pain point.

Remember to include keywords in your graphic that catches the eye of those browsing Pinterest. You want your pin to stand out from the others and drive traffic back to your website. 

Tip: Don’t pin the same link to Pinterest in the same week. Wait at least 7 days to avoid looking spammy to Pinterest’s algorithm.

Amplify on Social Media

Once you’ve created your client-serving content for search, you can now promote and amplify it on social media.

Break up your piece of content into bite size pieces to increase your visibility without doing too much extra work. This blog post has a few tips on how to turn your blog post into multiple pieces of content.

A few ideas include: 

  • Quote or tip graphic
  • Quiz or poll
  • Animated text-based video

The possibilities really are infinite when it comes to getting creative with content repurposing.

If you need help with finding a starter point for your content strategy, grab my One Page Content Strategy to simplify the process and get going today.

For the Skim Readers

Hello fellow skim reader. If you want to give your eyes a break, here is a summary to enjoy:

  1. Build a content library or list of evergreen topic ideas that target your audience’s pain points
  2. Choose (short and longtail) keywords for search that your target audience are searching for and include them in core places like titles and headings.
  3. Pin these evergreen content pieces to Pinterest to add a visual search engine element to your content plan.
  4. Amplify these evergreen content pieces on social media by sharing extracts and highlights to engage with your target audience.

By creating evergreen content that’s not reliant on social media algorithms, you’re able to give your content – and in turn your business – a longer lifespan online.


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