Building a content calendar for Pinterest doesn’t have to feel overwhelming. Whether you’re managing an e-commerce business or blogging for your niche, a well-structured content calendar gives you the roadmap you need to stay consistent and target your audience effectively. Pinterest is a powerhouse tool for reaching new audiences, and with some organization, creativity, and a solid plan, you can make it work harder for your marketing goals. Let’s break it down step-by-step so you can start creating a calendar that fits your workflow and vision.
Why Content on Pinterest Matters
First, let’s talk about why content is so important on Pinterest. Pinterest users aren’t there to search for brands—they’re looking for inspiration, ideas, and solutions. They’re “cold” leads, meaning they don’t know you yet. That’s where content comes in.
By adding value through blog posts, videos, or other content types, you can warm up your audience and guide them toward your products or services. While having product listings on Pinterest is great, pairing them with thoughtful content takes it to the next level by building trust and sparking interest.
If you’re running an e-commerce store, content like style guides, tutorials, and recipes can showcase your products in action. For service-based businesses, sharing tips and how-tos can position you as an expert in your field.
A content calendar doesn’t just help you plan; it helps you stay creative, organized, and relevant.
Setting Yourself Up for Success
Before we dig into tools and strategies, here are a couple of things to consider:
- Find your best “idea time.” Don’t tackle this on a hectic workday. Set aside an hour when you’re feeling fresh and creative—maybe early in the week, at a coffee shop, or somewhere inspiring.
- Involve others if needed. If brainstorming isn’t your strong suit, invite a team member or a friend to bounce ideas around. You could even do this over Zoom. Sometimes extra input leads to better results.
- Focus on brainstorming first, editing later. Avoid judging ideas as they come up. Start by jotting everything down without filtering. Think of this as your big-picture phase.
Tools for Pinterest Content Research
Creating a Pinterest content calendar starts with researching what your audience is searching for. Here are two tools you’ll want to use:
Pinterest Trends
Pinterest Trends is your go-to resource for understanding what people are searching for on Pinterest and when those searches spike. You can access it by visiting trends.pinterest.com or by navigating to the Trends section under Analytics in your Pinterest account.
Here’s why it’s invaluable:
- You can see the search volume for specific terms.
- It shows related searches, giving you more ideas to explore.
- You can filter by region if you’re marketing to a specific country.
For example, if you search “Halloween treats,” it might show related terms like “vegan Halloween treats” or “Halloween snacks for kids.” These are gold because they tell you exactly what people are looking for.
Pinterest Search Bar
The Pinterest search bar is another powerful tool. Start typing a keyword, and Pinterest will auto-suggest phrases based on popular searches. For instance, typing “Halloween decorations” might show suggestions like “DIY Halloween decorations,” “outdoor Halloween ideas,” or “budget-friendly Halloween decor.”
Take it a step further by clicking on a search term and browsing the results. Look at the top-ranking pins, the keywords used in their descriptions, and any patterns in content formats. These will give you clues for your own content.
Building Your Pinterest Content Calendar
Once you’ve gathered ideas, it’s time to organize everything into a clear plan. Here’s a simple workflow to follow:
Step 1: Set Up Your Calendar Framework
I recommend using Google Sheets. It’s easy to use, shareable, and flexible. Create a sheet with these basic columns:
- Date: When will the content go live?
- Title: The name of the blog post, video, or resource you’ll create.
- Format: Is it a blog post, video, pin design, or something else?
- Pinterest Pin Text: What will the text overlay on the pin say?
- Targeted Keyword: Which keyword are you optimizing for?
Label your main sheet as your “Editorial Calendar,” but also create separate idea sheets for keywords and brainstorming.
Step 2: Brainstorm Topics
This is the fun part. Dive back into Pinterest Trends and the search bar to gather as many ideas as possible. Here’s an example if you’re targeting fitness enthusiasts:
Main topic: Home Workout Equipment
Subtopics: Best resistance bands, compact home gym setups, budget-friendly workout gear
Main topic: Healthy Meal Prep
Subtopics: High-protein meal prep, quick meal prep for weight loss, budget-friendly meal prep ideas
For each idea, jot down any keywords that popped up during your search. Even if something feels too niche or out-there, write it down anyway. You never know how you might use it later.
Step 3: Assign Dates and Prioritize
Now it’s time to plug your ideas into your calendar. What’s most relevant for the season? Halloween content, for example, should roll out by early fall when people start planning.
Start with 10 pieces of content. If that feels manageable, expand. The goal isn’t to overwhelm yourself—it’s to create a doable plan that keeps you consistent.
Step 4: Develop Content and Graphics
Once your calendar is set, start creating! If you’re writing blog posts, focus on engaging headlines and valuable information. For videos, keep them short and actionable.
On Pinterest, your pins’ visuals and text overlays are just as important as the content they link to. Each pin should clearly communicate what the user will get when they click.
Tips for Creative Ideation
When brainstorming content, try these approaches to think outside the box:
- Add a “twist” to popular ideas: Instead of just “Halloween costumes,” think “Halloween costumes for dog lovers” or “easy office-friendly costumes.”
- Zone in on your audience’s pain points: Are they short on time? Budget-conscious? Create content that solves their problems.
- Collaborate for fresh ideas: Partner with another creator or team member to broaden your perspective.
Remember, nothing is perfect right out of the gate. Refining ideas as you go is part of the process.
Keep It Flexible
Your content calendar isn’t set in stone. Trends change, and new ideas will pop up—so let it evolve. If something’s not working, adjust. The beauty of this framework is that it organizes your efforts without locking you into rigid rules.
Wrapping It Up
Creating a Pinterest content calendar doesn’t have to be complicated. By using Pinterest Trends and the search bar, you can uncover what your audience is looking for and plan content that meets them where they are. Start simple, commit a little time upfront, and watch how having a plan transforms your Pinterest marketing.
Ready to get started?