A Pinterest content calendar: plan months ahead

Key takeaways

A Pinterest content calendar runs earlier than any other platform, because people use Pinterest to plan. Publish seasonal Pins two to three months before the season, keep a steady weekly rhythm of fresh Pins linking to useful pages, and organise boards around what people search for. Pins keep being found for months, so think of Pinterest as search, not a feed.

• Seasonal Pins go out 2 to 3 months before the season.
• A steady weekly rhythm beats occasional bursts.
• Every Pin should link to a useful page on your site.
• Pins can be found for months, unlike most social posts.

Why does Pinterest need earlier planning?

Pinterest needs earlier planning because people use it to plan weddings, gardens, homes, recipes, parties and gifts weeks or months ahead. A Christmas idea posted in December reaches people who have already decided. Plan seasonal Pins in the quarterly view so the monthly calendar publishes them in time.

• How to build a monthly social media content calendar
• How early should seasonal content go out?

Which businesses should plan Pinterest?

Businesses with visual products or ideas people plan around: interiors, gardens, weddings, food, fashion, crafts, home improvement and gifts. Pinterest is also useful for e-commerce shops, where Pins link directly to products. For B2B services it rarely earns a place in the calendar.

• Pinterest for UK small businesses: a search channel in disguise

What does a Pinterest month look like?

A steady rhythm of fresh Pins each week, a mix of seasonal ideas for two to three months ahead and evergreen ideas, each linking to a product, guide or project page. Make several Pin designs for your best pages over time. Pinterest's scheduler can publish Pins in advance, so a batch made once a month is enough.

• Plan social posts around your blog articles

How do boards and keywords fit in?

Name boards and write Pin titles and descriptions using the words people search for, such as 'small garden ideas' rather than 'our latest projects'. Pinterest works like a search engine, so clear words help Pins be found. Keep boards focused on one topic each.

When is Pinterest not worth planning?

It is not worth planning if your business has nothing visual or planned to show, or no website pages to link to. Without a destination, Pins bring attention you cannot use. Fix the website pages first.

• Pinterest vs Instagram for e-commerce: which drives sales?

What does this look like in practice?

A pattern with gift and home businesses: Pinterest used like Instagram, with Pins posted in the week of the event. Moving seasonal Pins two to three months earlier, and linking each to a product or guide, usually brings more clicks in the run-up to the season.

• See client work
• Social Media Marketing for UK businesses

Pinterest calendar checklist

• Publish seasonal Pins two to three months ahead.
• Keep a weekly rhythm of fresh Pins.
• Link every Pin to a useful page.
• Use searched words in boards and titles.
• Batch and schedule monthly.

• A YouTube content calendar for a small business
• A founder's LinkedIn posting calendar

Next step

Look at the season two to three months from now. Make three Pins for it this month, each linking to a page that helps people plan.