You’re on a social media team for a outdoors brand called Appalachia. They’ve decided to revitalize their Pinterest account and see if they can engage customers there. What ways might you bring inbound marketing into the content creation process for this channel? Select all that apply.
- Instead of posting repetitive photos of your traditional (but oh-so-comfy) hiking boots, feature ways customers can use your products. Feature stunning photos of sunrise hikes and crackling campfires.
- Post the same content you post on your Instagram or Facebook accounts. Because that content already resonates with customers on those channels, it will most likely resonate with customer browsing Pinterest.
- Try out several different brand voices and concepts across your content, even if they don’t directly match your brand. Even if it feels off-brand at first, you’ll find your niche. Worst case, you have a couple of posts that fall flat.
- Curating Pinterest boards around the aspirations of your target customer— such as popular hiking and travel destinations.
Explanation:
The selected answers demonstrate effective ways to integrate inbound marketing into the content creation process for Pinterest, aligning content with customer interests and aspirations. Featuring ways customers can use the products is a prime example of inbound marketing as it shifts the focus from product-centric to customer-centric content, providing value and inspiration to potential customers. By showcasing stunning photos of outdoor experiences rather than merely product images, the brand can attract and engage users who are seeking inspiration and ideas for their outdoor adventures. Additionally, curating Pinterest boards around the aspirations of the target customer aligns with inbound marketing principles by catering to the interests and desires of the audience. By creating boards centered on popular hiking and travel destinations, the brand can position itself as a valuable resource and source of inspiration for outdoor enthusiasts, drawing them in and fostering engagement. Conversely, posting the same content from other social media channels without adaptation may not resonate with Pinterest users who have different expectations and preferences for visual content. Similarly, experimenting with different brand voices and concepts, while potentially valuable for discovering new strategies, may not always align with the brand’s identity and could confuse or alienate the target audience. Therefore, focusing on creating content that adds value, resonates with the audience’s aspirations, and aligns with the platform’s user expectations is crucial for leveraging inbound marketing effectively on Pinterest and ultimately driving engagement and brand affinity.