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.
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!