You may have heard that pinning “related content” is a smart Pinterest business tactic. While this can be true, it’s a tactic you have to be very careful attempting. Read on to learn why and what you can do to do avoid creating issues.
What is related content? On your website, blog and even on Facebook and Google, your posts and graphics stand by themselves to demonstrate your brand. On Pinterest, you can use other peoples’ pins to stand with and add value to your own in a highly focused, controlled package. This is great, right? Yes, except for the fact that you want to choose other peoples’ pins that add value to your page without diminishing your own page or, worse, send people to someone elses’ website or even straight to your competitor.
Now you probably understand how pinning related content can cause trouble. Whether or not you even do it will depend largely on your company and its products and services. If you’re a countertop company but you don’t sell mirrors or cabinets, you may want to pin photos of the cabinets and mirrors of some reputable local businesses that you frequently work with to show how the three can come together for a beautiful finished product. Those companies will likely start doing some reciprocal pinning of your content, so it’s a win-win for everyone involved. Relatedly, if you are the owner of an upscale clothing consignment shop (think high-end brands), you may want to repin some content from seamstress/alterations businesses, shoe or jewelry stores or dry cleaners near your shop.
Doing so is something you really have to carefully consider, as you don’t want to send buyers to any competitors. If done so properly, repinning related content could be beneficial to everyone. Something that’s more of a no-brainer is simply pinning something like cleaning tips or seasonal home maintenance tips, household money saving tips, tips on coordinating colors or pins on local events or attractions.
Our next word of caution: Be sure when repinning others’ content that you are not infringing on any photo copyright issues. Pinterest is very clear in their terms of agreement that you will be held legally responsible for publishing copyrighted photos without the permission of the owner. If you do post a photo that isn’t yours, you can get in trouble. Repinning content from other sources is okay; but using a photo in an original pin with the impression that it is your original content can get you in trouble, so be very careful.
Get more helpful tips on using Pinterest and other social media sites, as well as creating and implementing a sound social media strategy on the Marketing RELEVANCE blog. If you want to find out how mRELEVANCE can help with your business’ marketing, contact us today.