Pinterest is rocking the digital strategy boat. Across the world, CMOs are asking their teams to consider adding Pinterest to their social line-up. “Pin” buttons are popping up faster than dandelions in spring.
It would be easy to dismiss Pinterest as another “shiny” social object that will flare up then fade away. But, this assessment would be wrong, maybe even crippling to your digital strategy.
Let’s explore some reasons why Pinterest and the other “content hubs” are critical to your digital strategy.
Websites are trailing badly in the polls
The good ‘ole static HTML websites doesn’t have the luster they once enjoyed. They are too unwieldy, too hard to update, and often ignored in favor of CMS-based sites like blogs. Parking all of your digital brand assets on your website is the best way to bury them. While your website is still an excellent ecommerce platform, it is a poor home for brand assets meant to attract and enchant your prospects and customers.
On the other hand, content hubs are specifically designed to host and promote brand assets. For example, Pinterest’s pin boards are a brilliant way for businesses to categorize and promote specific brand images and experiences. Other content hubs provide equally effective platforms for audio, presentation, and video content.
Blogs Still Need Traffic
Blogs are rightfully becoming the online hub for many brands. However, blogs still need a steady flow of enthusiastic readers. This is where many blogs stumble. Simply posting content doesn’t guarantee traffic.
Savvy social media planners still need to find pockets of targeted traffic and invite them back to the blog. While buying traffic makes sense for revenue generating websites, it’s difficult to justify for indirect revenue platforms like blogs.
Content Hubs with their self-sustaining audiences are perfect platforms for attracting future customers to your blog. While participation requires a well-thought out content strategy traffic from content hubs could outpace the performance of traditional online media buys. Another benefit is that traffic from Content Hubs are already pre-sold on your brand and arrive at your blog ready to engage with other content.
Social Advertising Works (for now)
Veteran media planners know that any ad unit’s performance falters over time. Simply look to the banner ad for proof of this eventuality. Customers are efficient “ad ignoring” machines and will quickly adapt to the newest innovation. While Facebook, Linkedin, and Twitter ads will pull in visitors for a time, their performance will decline without significant testing and optimization.
The time is approaching where content like photos, short videos, audio podcasts presentations, and even powerpoint presentations will become the dominant forms of advertising. Testing Pinterest and content hubs now is a pragmatic strategy for gaining the expertise required to leverage these platforms.
The Disciplined Approach
The best approach is to systematically audit your brand assets and determine which ones are best suited for migration to a content hub. Simply posting product photos won’t cut it. The best strategies focus on creating a seamless experience that starts on the content hub, transitions to a blog, and ends with a compelling call to action.
Work with your team to determine the best engagement measurements for your content hub assets and integrate these metrics into your performance dashboards. The winning companies will be the ones who can identify and respond to platform performance in real-time.
Make sense? Are you repurposing your brand assets for Pinterest and other content hubs?