Evergreen Pin Power in Action: A Case Study

We hear the term “evergreen” tossed around a lot when it comes to promoting books, programs, and services on Pinterest. It sounds important—maybe even a little exciting—but what does it really mean for authors like us? How does evergreen marketing actually work, and why is it such a game-changer?

For me, the idea of evergreen marketing is THE reason authors should consider building a vibrant presence on Pinterest. Every time we at Pin Lit create fresh campaigns for our clients, we approach them with the goal of crafting a lasting, evergreen presence, using their content as the foundation. This process takes consistency, creativity, and a solid strategy—but trust me, the effort is absolutely worth it. Let me show you what I mean.

Currently, we’re partnering with a client to build a pre-publication platform for an exciting new nonfiction baseball book titled OUT OF THE MOUTH OF BABE, set to release four months from now. The first step any savvy Pinterest marketer takes when introducing a new release is to establish fresh boards inspired by the themes, topics, and main ideas represented in the book.

When creating board titles, it’s best to use search terms your target audience is likely to type when looking for content. For this project, we’ve chosen titles like US Biography Books, Baseball Books, and 1900s American Baseball History Books. These targeted terms ensure the book connects with its ideal readers from the start.

Once the board is created on Pinterest, the next step is to “optimize the board.” To do this, simply type the board title into the search bar and hit Enter. If the title resonates well with Pinterest’s search algorithm, the screen—or “feed”—will fill with pins that share a common thread.

Here’s where it gets exciting: the pins that appear at the very top of the feed are the highest-ranking ones for that topic. Think of them as the gold stars of the group—pins that are performing well and aligning perfectly with your board’s focus.

Once Pinterest displays the pins it thinks best match the search, the next step is to add 20 to 30 of the most relevant pins to the fresh board. This process serves two important purposes: it helps Pinterest understand how to index the author’s new content within the board, and it gives those high-ranking pins a little extra love by repinning them. Win-win!

While optimizing fresh boards for OUT OF THE MOUTH OF BABE, I was thrilled to see a pin for a previous client rank as a high-performer in the search results. The best part? This pin, promoting her nonfiction picture book biography about Yogi Berra, was originally posted back in July of 2021! That pin is over three years old and it’s still going strong!

This is evergreen marketing in action. That pin—and all the others we created to promote her books—will continue to work for her as long as she maintains a presence on the platform.

This is the magic of evergreen marketing on Pinterest: it’s not just about creating content; it’s about building a presence that keeps working for you over time. Whether it’s a new release or a beloved backlist title, Pinterest has the power to connect your books, programs, and services with readers long after the initial campaign.

So, what’s stopping you? Start planting those evergreen pins today and watch your efforts grow!

Ready to explore how Pinterest can work for you? Let’s connect and make it happen.

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Pin Lit Marketing is the premier Pinterest strategist for books, blending literary insight with unmatched expertise in captivating young readers. Your new audience awaits! Sign up for a Fit Call today!

The Seasonal “U” and You: Using the Pinterest Trend Tool

I’m writing this post during the last week of November. Every free minute that I have of late has been absorbed by planning for the holidays. I’ve been busy buying gifts, ordering cards, planning meals, organizing travel plans, decorating the house – outside and inside. This flurry of activity typically lasts until mid-December when life returns to its regular rhythm.

The same is true for Pinterest users at this time of year. Our beloved teachers, school librarians, and homeschooling parents are buzzing at the same pace I am, while somehow managing the educational needs of their classrooms and kids. The Trends tool shows that currently they are coming to Pinterest in search of Thanksgiving recipes, Christmas tree ideas, and turkey disguise projects (Who would’ve known?). Trends also show that by the end of December, parents and educators will resume their Pinterest search activities in a more predictable way. 

If you’ve noticed a dip in engagement on your non-seasonal pins lately, don’t worry—you’re not alone. This is part of what marketers call the Seasonal “U,” a predictable dip and rise in Pinterest activity tied to shifting search habits around the holidays. While these holiday search trends reflect the joy of the season, it’s hard on those of us who are marketing educationally sound material. 

The good news? This dip is only temporary. For those of us producing high-quality, evergreen content, the Seasonal “U” is just a brief lull before activity picks up again. But don’t just take my word for it—let me show you exactly how this works with some examples below.

To illustrate the fall and rise of evergreen content on Pinterest, let’s have some fun with the Trend Tool, a feature that provides insights into trending topics, keywords, and interests on the platform. It allows users to explore what people are searching for and engaging with over time, offering data on seasonal trends, popular searches, and audience behaviors. 

The Trend Tool is great for analyzing how specific keywords or topics perform over a selected time period, showcasing their popularity and seasonality. A really fun thing to do with the Trend Tool is to compare several search terms in efforts to observe patterns and trends over time – The Seasonal “U”! 

For our purposes, let’s take a closer look at the search trend for the phrase “nature activities for kids”—a keyword we often rely on when optimizing nonfiction content about trees, oceans, weather, animal habitats, and conservation topics. The Trend Tool graph below provides a snapshot of how this term has performed over the past year.

Here’s how to read it: the solid orange line shows how “nature activities for kids” has trended historically, while the dashed lines and shaded area to the right represent Pinterest’s predictions for future growth. At the time of writing, we’re at a dip in the curve—a low point—but look closely. By mid-December, this topic is predicted to climb substantially.

This pattern, my friend, is an example of the Seasonal “U.” We’re currently in the valley, but the trend is poised to rise again soon. It’s a natural ebb and flow that’s a key part of planning content on Pinterest.

While we’re at it, let’s test something. Let’s compare several topics to see if there is a predictable Seasonal U pattern of some sort happening. Let’s try the phrases “math games,” “5th grade science fair projects ideas”, “kindergarten science experiments”, and “nature activities for kids” – all of which are subjects for evergreen content on the platform.

Take a look at the graphic below. Notice how the solid lines representing evergreen content seem to zigzag all over the place—it’s a bit chaotic, right? But here’s the cool part: all the dashed lines on the left dip around December 24 and then rise together in perfect synchronicity afterward. This, my friend, is the essence of the Seasonal "U" in action. The December dip marks the natural low point before interest steadily climbs, building momentum and surging upward as engagement increases. It’s a reliable pattern that shows us when to anticipate—and capitalize on—the rise.

As we’ve seen with the Seasonal "U," dips like this are temporary and simply part of the natural cycle on Pinterest. These moments may seem quiet, but they’re actually the perfect time to double down on your efforts. Use the dip as an opportunity to create and post high-quality, relevant content. When the "U" rises—and it always does—your content will be ready, indexed, and primed for success.

Remember, Pinterest is a long game. Growth takes patience and persistence, but the rewards are worth it. Your content has value, and it will gain traction as you stay consistent. Keep pinning, stay visible, and lean into the trends that align with your goals. Consider refreshing and repurposing older pins to match seasonal themes—it’s a smart way to keep your pin library working for you.

Finally, keep experimenting and learning. Every pin you post, every tweak you make, and every trend you embrace brings you closer to your audience. Trust the process, and don’t hesitate to explore new strategies. I’ll be here to guide you along the way with more tips and insights in future posts.

Stay consistent, stay creative, and remember—your content is resilient. The climb back up the "U" is coming, and your efforts will shine when it does. You’ve got this!

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Pin Lit Marketing is the premier Pinterest strategist for books, blending literary insight with unmatched expertise in captivating young readers. Your new audience awaits! Sign up for a Fit Call today!

Pinning Your Legacy: A Long-Lasting Strategy for Book Creators on Pinterest

I’m often asked how Pinterest differs from other social media and why book creators and sellers should consider using it. Unlike platforms where content fades within hours or days, Pinterest is built for the long haul. Think of it more as a discovery engine than a social feed—one designed for ongoing inspiration and continuity. Rather than quick interactions or fleeting likes, Pinterest offers a place where your books, guides, or illustrations can be pinned today and rediscovered months or even years down the line. For book creators, that’s a game-changer! Each piece of content becomes evergreen, continually finding new audiences whenever they’re ready.

Pinterest’s focus on visual storytelling makes it ideal for highlighting your work. Every pin offers a snapshot of the world you’ve created, whether it’s a glimpse into your book’s themes, a character’s journey, or an educational takeaway. So, why Pinterest? If you’re passionate about leaving a lasting impact, Pinterest is a natural fit—not just another social platform, but a space for your life’s work, where audiences can engage on their terms, at their pace.

Much like crafting a book, success on Pinterest requires time, refinement, and consistency. Patience is key here; think of each pin as a seed that takes time to grow. Unlike fast-paced social platforms, Pinterest’s slow-burn growth is an advantage. When you invest in creating quality pins, they don’t just disappear; they continue to work for you, reaching new audiences again and again. For book creators, this means your work has lasting power, allowing your content to find its audience naturally, on their schedule, not the platform’s.

Pinterest also rewards clarity and focus. Over time, you’ll notice which pins resonate most, giving you invaluable feedback to refine your visuals and messaging. This refinement process often reveals insights about your audience—like which themes, colors, or phrases resonate most deeply. Refining your approach on Pinterest is about aligning your brand, whether it’s a book series or artwork, with the values that best connect with your audience.

Finally, consistency is essential. Success on Pinterest isn’t about a single great pin; it’s about showing up regularly. Consistent posting keeps your content visible and builds familiarity, helping your audience know they can rely on you for inspiring or informative content. This ongoing presence builds trust and keeps you top of mind when someone is ready to explore or recommend a new book or resource. Consistency gives Pinterest its strength as a long-term marketing partner—by showing up steadily, you’re creating a lasting connection with your audience.

In conclusion, time, refinement, and consistency are the foundation for sustainable growth on Pinterest. You’re not just marketing for the moment; you’re building a presence that reflects your life’s work, ready to connect with people for years to come.

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Pin Lit Marketing is the premier Pinterest strategist for books, blending literary insight with unmatched expertise in captivating young readers. Your new audience awaits! Sign up for a Fit Call today!

Unlocking Pinterest Success: How the Right Keywords Open the Door to Visibility

The word “keyword” is a powerful little compound word, combining the words "key" and "word," where "key" refers to something important or crucial, and "word" refers to a term or expression. Together, "keyword" refers to an important or significant word – especially when it comes to developing an evergreen presence on Pinterest.

A physical key is a tool designed to unlock a door, gate, or lock. It provides access to a specific place or resource that would otherwise be closed off. Without the right key, you're stuck on the outside, unable to reach what lies behind the lock.

Similarly, a keyword in SEO is a tool designed to unlock visibility on search engines, helping users access specific content, services, or information. Without the right keyword, a website can be like a hidden treasure behind a locked door—hard for potential users to discover.

When you use a physical key, you simply turn it, and the door opens, letting you step inside and explore what's waiting for you. This process creates a literal connection between the locked area and the outside world.

In the digital world, using the right keyword is like turning the key in a lock, opening the “door” to your content. By unlocking visibility, the keyword helps connect potential visitors (searchers) to your site, facilitating engagement and interaction.

SEO keywords act as the foundation of your Pinterest strategy. By weaving these powerful words into your pin titles, descriptions, and board names, you keep your content front and center, making it easy for the right audience to find and engage with what you offer.

Both keys and keywords unlock important things: keys provide physical access to spaces, while keywords unlock opportunities for connection and visibility in the digital space. In both cases, finding the right match—whether it’s a specific key or a targeted keyword—is crucial to opening up possibilities, connecting people, and revealing what’s inside.

Are you ready to unlock your Pinterest potential and make sure your books, presentations, and products reach the perfect audience? If so, I’ve got something for you – The Pin Lit Keyword Toolkit, your free resource that empowers authors, illustrators, and book sellers to build a targeted, SEO-driven Pinterest presence. With the right keywords, you'll open the door to visibility, connection, and sales!

Step into the next level of your Pinterest strategy with The Pin Lit Keyword Toolkit! Inside, you’ll discover the essential tools to elevate your SEO approach. From pin titles to descriptions and board names, these resources will help you crack the code to greater visibility and ensure your content catches the eye of the right audience. Here's what you'll find inside:

• The Jargon Junction – A Glossary of Terms:
  This simple glossary breaks down digital marketing terminology. Its SEO lingo made easy, so you can focus on pinning with purpose.

• Locking In Your Messages with Keyword Clusters:
  Master keyword clusters to ensure your content is seen by the right audience. This section teaches you how to group related keywords, so your pins and boards show up in more relevant searches, boosting visibility and engagement.

• Pinspiration Showcase:
  Looking for creative inspiration? In this section, you’ll find real-life examples of pin titles, descriptions, and board names that successfully use SEO. These examples will spark ideas and provide practical tips to help your content stand out and get discovered by the right audience.

• Your DIY Pin Crafting Blueprint:
  Put your new skills to work with a simple, actionable guide to optimizing boards and pins to perform. Learn how to seamlessly incorporate SEO keywords into beautiful, high-traffic pins that attract the audience you're targeting.

Just like a key opens a door, the right keywords unlock opportunities for connection and visibility online. Whether it's finding the perfect key or using the right keyword, it’s all about making those important connections and showing what you have to offer. With The Pin Lit Keyword Toolkit, you'll have everything you need to boost your Pinterest strategy and reach the right audience. Grab your free toolkit today and start opening doors to more visibility and success!

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Pin Lit Marketing is the premier Pinterest strategist for books, blending literary insight with unmatched expertise in captivating young readers. Your new audience awaits! Sign up for a Fit Call today!

Beyond the Launch: Evergreen Marketing with Pinterest

Book launches are festive celebrations of a book’s journey into the hands of its readers. Oftentimes authors dedicate launches to express gratitude to those who have supported them along their publishing journey. The best book launches involve considerable planning and coordination. Venues are secured. Bookmarks and giveaways are purchased. Cakes are frosted, PowerPoint presentations are perfected. The experience can be exhilarating, invigorating, demanding, and – sadly – short lived. Keeping the momentum moving requires diligence, planning, and strategy. 

 Pinterest can help. Here’s how.

 At Pin Lit, we rely heavily on the Trends Tool, which tracks trending content on Pinterest. This tool guides our strategy to align client content with broad-based, current interests. The Trends Tool informs the general messaging gleaned from resources like educator guides, coloring sheets, and promotional materials, create book lists on related topics, and analyze themes in their book's storyline.

Another critical function of the Pinterest interface is the Search Bar, found in the upper right corner of a Pinterest platform. While the Search Bar functions much like a Google search, the information it generates is much more specific than that of the Trends Tool. With it, we can discover the exact terms a client’s potential audience is searching for. This broad and narrow approach to discovering marketing opportunities to enhance a book’s visibility way beyond its launch date.

 Meet Claire Noland, whose charming picture book RAVEN’S GIFT: A FEATHERED FLIGHT OF FAITH launched in early October. The story is inspired by a legend demonstrating determination, perseverance, hope, and faith. In it, a group of biblical birds come together to honor the birth of Jesus. Typically, Christmas stories have a short shelf life. However, RAVEN’S GIFT is more than your average Christmas story, one that can live beyond its launch window. The Pinterest Trends Tool and Search Bar will guide us along the way.

 First of all, let’s see what the Trends Tool tells us about the sales window for Christmas stories. Notice, on the right side of the graph above, that Pinterest users have begun searching the terms “a Christmas Story” and “Christmas Story” in October, about the same time that RAVEN’S GIFT was launched. Moving to the left, we can see that these terms peak on December 27th, and then crash hard after that. Bah! Hum bug! Not to worry, though. The good news is that, due to the evergreen nature of Pinterest marketing, RAVEN’S GIFT will begin ranking in search again by next October. That’s nice, but we want RAVEN’S GIFT to get attention beyond December 27, 2023. Right? Back to the Trends Tool we go.

 In analyzing another layer of the RAVEN’S GIFT, we discover that Claire explores the important roles that birds hold in the Bible. Not only do birds have a lot of symbolic and metaphorical importance to the story, but this feathery subplot is also just what we need to make RAVEN’S GIFT’S marketing message fly all year long. Returning to the Trends Tool, we notice above that the term “birds” pulls up a trend line that remains between 60 and 100 over the span of the entire year. Yes! The keyword “birds” is a hot topic, one that we can incorporate in all of our campaigns. 

 Then, to take this further, let’s go to the Search Bar to get even more specific information about RAVEN’S GIFT messaging. Remember Claire's birds are part of a biblical theme. Notice above that the term “bible birds” in the Search Bar unveils a juicy list of topic ideas and keywords, providing us with great guidance in establishing an evergreen presence on Pinterest throughout the year. We now have the information we need to breathe life into RAVEN’S GIFT long after the holiday season has passed. You might say that Pinterest is the gift that keeps on giving!

Keywords gleaned by accessing the Search Bar are terms actual Pinterest users have searched for. This means that Claire has an audience looking for information, inspiration, education, and ideas to create projects centered around birds in the bible. Claire, being the creative marketer that she is, can create book lists, clever downloads, and nifty blog posts about the bible birds she’s showcased in RAVEN’S GIFT. And you’d better believe that we at Pin Lit will do all that we can to elevate her message with graphics, context, and gusto!

 This type of strategic analysis can be repeated with about any topic under the sun. By allowing the Trends Tool and the Search Bar to guide our exploration of a book’s themes, characters, plots, and subplots, we can collaborate with clients to discover keyword strategies to highlight their books, programs, and services for as long as they’d like. 

How about you? What themes and topics would you like to explore? We encourage you to pull up the Trends Tool and the Search Bar and see what delights await.

To learn more about ways that we at Pin Lit Marketing might help you develop an evergreen presence on Pinterest, schedule a Fit Call with Deb today. 

Pinterest is the Library. Instagram is the Bar.

I discovered an audio/video Idea pin by Simple Pin Media (One of my industry go-to gurus.) I want to share with you. Not only are the graphics compelling and the audio elements super cool, I love the message. Pinterest is the library. Instagram is the bar. That says it all.

Think about the purpose of each of these social settings. A great bar is noisy by design. It’s loaded with laughter and libations. Flat screen TV’s blaring. Glasses clinking. The gang’s all here! It’s the place where everybody knows your name, right?

The library is more focused, quiet, and deliberate. I go to the library when I have a specific need. Something I want to learn about. I’m on the hunt for an answer when I step through those doors. I’m in slow-mo research mode and no one better get in my way.

Books, videos, and programming offers in the library have all been carefully curated. Every item is intentionally categorized for easy access, many of which have been living on the shelves for ages! Whether I’m searching for a title, a topic of interest, an author, illustrator, or publisher, all I must do is type in a few keywords into the reference computer. And…BOOM! Question answered. Now I’m ready to take some action.

Pinterest users are researchers . They’re browzers, planners, and collectors. They take their sweet time when deciding to purchase. That’s all right. We know that, with each pin we create, we’re investing in carefully curated compelling content. Like those dusty shelves in the library, our books, videos, and programming opportunities live as evergreen content on the platform forever!

I’ve said it before, and I’ll say it again. Pinterest is a long game. But with consistency, strategy, and quality content, we'll come out winners.

I’ll drink to that. How about you?