How to Plan Content for Pinterest

Planning your Pinterest content isn't like scheduling for Instagram or Facebook, and that's precisely why it offers such a huge opportunity for creative brands. Because users are here to discover, plan, and buy, a well-structured content plan transforms your profile from a simple inspiration board into a powerful driver of traffic, leads, and sales. This guide breaks down the essential steps to strategize, organize, and plan your Pinterest content from the ground up.

First, Understand That Pinterest Is a Search Engine

Before you create a single Pin, you have to shift your mindset. Pinterest is not a social network, it is a visual discovery engine. People don't come here to see what their friends were up to last weekend. They come with intent - to find ideas, solve problems, and plan for the future. They're searching for "kitchen renovation ideas," "healthy weeknight recipes," "summer wedding guest dresses," or "DIY home office organization."

This search-based behavior changes everything:

• Content has a longer lifespan. A great Pin can continue to drive traffic for months or even years, unlike a tweet or an Instagram story that disappears in 24 hours.
• Keywords are everything. Just like with Google, using the right keywords in your Pin titles, descriptions, and on your boards is what allows your ideal audience to find you.
• Users are future-focused. Pinners are planning ahead. This means you need to think seasonally and publish content well in advance. Holiday content should be ready by September, and summer travel ideas should pop up in early spring.

Approaching Pinterest with a search engine optimization (SEO) mindset, rather than a social media one, is the foundation for a successful content plan.

Step 1: Define Your Niche and Drill Down on Keywords

You can't create content that resonates if you don't know who you're talking to and what they're looking for. A solid strategy starts with deep research into your specific corner of Pinterest.

Identify Your Audience & Niche

Get ultra-specific. Instead of just "home decor," narrow it down to "boho-chic apartment decor for renters." Instead of "fitness," focus on "low-impact workouts for busy moms." The more defined your niche, the easier it is to stand out and attract a dedicated following.

Conduct Keyword Research

Keywords are the bridge between your content and your audience. Finding the right ones is your most important task. Luckily, Pinterest gives you all the tools you need.

1. Use the Search Bar's Autocomplete: Start typing a broad keyword related to your niche (e.g., "living room ideas"). Pinterest will immediately suggest longer, more specific search terms people are actually using, like "living room ideas vintage," "living room ideas on a budget," or "living room ideas modern farmhouse." These are gold.
2. Analyze Related Search Terms: After you search for a term, look for the colored bubbles that appear below the search bar. These are related searches and sub-topics that show you how people are narrowing down their interests. This can help you discover new content angles you hadn't considered.
3. Check Out "Pinterest Trends": Located in the analytics section, Pinterest Trends is a free tool that shows you what keywords are gaining traction over time. You can compare terms, see when they peak in popularity, and find rising trends related to your industry.

Compile a list of 10-20 core keywords and dozens of related long-tail keywords. You will use these everywhere: in your Pin titles, Pin descriptions, board titles, board descriptions, and even as text overlay on your Pin images.

Step 2: Establish Your Core Content Pillars

Trying to come up with new Pin ideas every day is exhausting. Content pillars solve this problem. They are 3-5 high-level themes or topics that your brand will consistently create content about. These pillars are born from your niche and keyword research and act as the core structure for your entire calendar.

For example, a marketing coach whose niche is helping small business owners might have these content pillars:

• Pillar 1: Social Media Growth
• Pillar 2: Email Marketing Funnels
• Pillar 3: Content Creation Systems
• Pillar 4: Small Business Productivity

Under each pillar, they can brainstorm dozens of specific Pin ideas. For "Social Media Growth," they could create Pins for "30 Instagram reel ideas," "how to write better captions," "5 tools for planning content," and so on.

Your content pillars ensure your profile remains focused, serves your audience a consistent message, and establishes you as an authority in your niche.

Step 3: Build a Simple Content Funnel

Not every Pin should be about making a sale. A good content plan guides your audience on a journey from awareness to action. You can structure your Pillars to align with a simple content funnel.

Top of Funnel: Awareness & Inspiration

This is where most of your content will live. These are broad, top-level ideas designed to attract a wide audience searching for inspiration. They provide value without asking for anything in return.

• Content Type: Inspiration boards, roundup lists ("10 stunning accent wall ideas"), general tips.
• Goal: Attract new followers, build brand awareness, and get lots of saves.

Middle of Funnel: Consideration & Education

Once you have their attention, you can go a level deeper. This content helps users solve a specific problem or learn something new. It positions you as an expert and builds trust.

• Content Type: How-to guides, tutorials, detailed checklists, product comparisons, case studies.
• Goal: Drive qualified traffic to your website, blog, or lead magnet.

Bottom of Funnel: Decision & Action

This content is for users who are ready to make a decision, whether it's buying a product or signing up for a service. These are more direct, product-focused Pins.

• Content Type: Product Pins, Pins highlighting client testimonials, final call to action for a promo or new launch.
• Goal: Drive conversions and sales.

Your plan should have a healthy mix, but heavily weighted toward the top of the funnel. A good rule of thumb is an 80/20 split: 80% value-driven content (top/middle) and 20% promotional content (bottom).

Step 4: Diversify Your Pin Formats

Pinterest offers several types of Pins, and a smart strategy uses each format for what it does best. Your content calendar should consciously include a mix of these.

Static Pins

This is the classic, single-image Pin. It's best for stunning photography, clear infographics, quotes, and blog post graphics. A vertical aspect ratio (2:3 is recommended, e.g., 1000 x 1500 pixels) is crucial for maximizing screen real estate.

Best for: Driving traffic directly to an external link like a blog post or product page.

Video Pins

Short-form video has taken over, and Pinterest is no exception. Video Pins automatically play in the feed and are fantastic for showing processes, product demonstrations, fast-paced tutorials, or telling a short brand story.

Best for: Capturing attention, demonstrating value quickly, and building brand narrative.

Multi-Page Pins (formerly Idea Pins)

Idea Pins were once a separate format designed to keep users on Pinterest, but their functionality has now largely been merged with video Pins. The concept, however, remains valuable: stitch together multiple pages of video clips, static images, and text overlays into one engaging, story-like Pin. This format is perfect for step-by-step guides (recipes, DIY projects) or curated lists ("5 ways to wear a scarf").

Best for: On-platform engagement, storytelling, and providing highly detailed value in a single Pin.

Step 5: Put It All Together in a Content Calendar

Now it's time to translate your strategy into an actionable plan. A simple spreadsheet is all you need to create a content calendar that keeps you organized and on track. Your calendar gives structure to your creative process, helping you see gaps and opportunities at a glance.

Create columns for the following:

• Publish Date: When the Pin will go live.
• Content Pillar: Which of your core themes this Pin belongs to.
• Funnel Stage: Top, Middle, or Bottom.
• Pin Title: The exact (keyword-optimized) title for your Pin.
• Pin Description: The full (keyword-optimized) description with hashtags.
• Main Keyword(s): The primary keyword you are targeting with this Pin.
• Pin Format: Static, Video, or Multi-Page.
• CTA (Call to Action): What you want the user to do (e.g., "Tap to shop," "Read the full recipe").
• Link: The destination URL for traffic-driving Pins.
• Status: Not started, In progress, Scheduled, Published.
• Notes: Any ideas or specifics for the design.

Aim to Pin fresh content 1-3 times per day. Remember, this doesn't mean creating 3 brand new infographics a day. "Fresh content" simply means a new Pin image/video/description combination, even if it links to an older piece of content on your website. Batch your content creation by dedicating a few hours each week to designing Pins, writing copy, and scheduling them out in advance. This consistency is what Pinterest's algorithm loves to see.

Final Thoughts

A successful Pinterest account is built on a thoughtful, user-focused plan, not random pinning. By understanding its power as a search engine and strategically mapping your content from broad inspiration to clear action, you can create a powerful and sustainable marketing channel for your brand.

At an earlier venture, we ran into so many frustrations trying to manage robust, visual content strategies like this with older tools that were clearly built for simpler times. When we created Postbase, we designed our visual calendar with platforms like Pinterest in mind, helping you see your entire strategy - across weeks or months - at a glance. This allows you to easily map out your pillars and funnels, spot schedule gaps, and confidently plan a consistent flow that fuels long-term growth.