Long-form pinutorial? That sounds like marketing right?!
It is…
Pinterest gives you an opportunity to create a pin, that serves as an ‘advertorial’ for your website. What’s more, they allow odd sized images, and odd sized images really stand out. Let’s call this new (strange creature-like) thing “The Long-Form Pinutorial”
Smart marketers are using this new form of advertising to generate traffic to their websites, expand their brand reach, and engage with new prospective customers. Here is an example ->
At this point we know:
- There doesn’t appear to be a limit to the length of an image, (if you know of one, let me know).
- The images are not truncated, they simply scroll down the screen on peoples boards, and on the Pinterest homepage screens.
- This “determine your own length” policy means that you can take as much ‘turf’ as you can effectively manage.
- Obviously the quality of your content will determine the number of repins, (and therefore the ultimate visual impact within Pinterest. I’m sure there is some sort of algorithm for calculating this, but I don’t know it). But all things being equal – just like with long-form copywriting, longer pinutorials are better than shorter ones.
Options for effectively leveraging this tool as a branding platform include:
- Having a link back to your site, (this is a given), (and part of Pinterest functionality).
- Building in effective brand/logo/or Tag line content.
- Including an About Us section with your website url, (in case somehow the actual link gets lost in all the frantic repinning of your amazing new pinutorial:)
- Raising & answering objections, (if a product is part of the pinutorial).
- Building in customer quotes & comments, (social proof).
- Including your guarantee language.
- Including an “If you like this, you might also like…[insert one of your pinboards, or urls]” section.
Ps. I have set up a ‘Pinutorial’ board in Pinterest to keep track of the various types of pinutorials that I find. You can use it as a resource for finding ideas. Visit it here: Pinutorial Examples.
marketingonpinterest.com 