5 Reasons Why Every Business Owner Needs an Evergreen Marketing Strategy

In the ever-changing world of online marketing, businesses often find themselves stuck in a cycle of creating new content to keep up with fleeting trends. While this might work in the short term, it’s exhausting and unsustainable in the long run. This is where evergreen marketing comes in.

Evergreen marketing focuses on creating content that remains relevant, valuable, and effective over time. Instead of chasing short-lived trends, evergreen strategies deliver consistent results, saving business owners time and resources. And the ultimate platform for evergreen marketing? Pinterest.

With its unique algorithm and search-driven functionality, Pinterest helps businesses keep their content discoverable and impactful for months or even years. Here’s why every business owner should incorporate an evergreen strategy into their marketing plan—and why Pinterest is the perfect place to start.

Evergreen Content Provides Long-Term ROI

Evergreen content—like how-to guides, product tutorials, and timeless tips—generates returns long after it’s created. Unlike trend-based posts that quickly lose relevance, evergreen content attracts consistent traffic over time, maximizing your efforts.

• Example: A digital marketing coach creates a blog post titled “Top Email Marketing Tips for Beginners.” By pinning this content on Pinterest, the blog continues to attract new readers and potential clients years later.
• Tip: Identify 3-5 timeless topics in your niche and create cornerstone content that you can pin and promote repeatedly.

Why This Matters: Evergreen content shifts your focus from constant production to long-term impact, giving you more time to focus on other aspects of your business.

Pinterest Extends the Shelf Life of Your Content

One of the biggest challenges with traditional social media is how quickly content disappears from view. Pinterest - operates differently. Its algorithm prioritizes relevance over recency, meaning your pins can stay discoverable for months or even years.

• Fun Fact: The average lifespan of a pin is 3+ months, compared to hours for a tweet or days for an Instagram post.
• Example: A wellness coach pins a graphic for “5-Minute Morning Meditation Techniques.” Six months later, it’s still driving consistent traffic to her website.
• Tip: Use keywords in your pin descriptions and titles to ensure they appear in relevant searches over time.

Consistency Over Hustle

In the world of social media, staying visible often requires daily posting and engagement—a daunting task for busy entrepreneurs. Pinterest, on the other hand, rewards consistency over constant hustle. By dedicating just a few hours each month, you can schedule pins and maintain a steady online presence.

• Example: A small business owner schedules 20 pins each month using Pinterests scheduler - this allows them to know when they are going to work on their Pinterest content as well as allows their pins continue driving traffic to their site all year long.
• Tip: Batch-create pins for your existing content and schedule them in advance. Focus on quality over quantity.

Why This Matters: Pinterest allows business owners to focus on what matters most—building their business—without sacrificing visibility.

Ease of Content Repurposing

Creating fresh content from scratch can feel overwhelming, but Pinterest offers a solution: repurposing. By turning your existing blog posts, videos, Instagram carousels, or podcasts into pins, you can give new life to your content and reach a broader audience.

• Example: A lifestyle blogger turns an old Instagram post about “Minimalist Home Décor” into a pin. The pin directs traffic to a blog post, which attracts new readers.
• Tip: Use Canva to design 3-5 different pin graphics for the same content, experimenting with headlines and visuals to appeal to different audiences.

Why This Matters: Repurposing saves time and ensures your best content gets the visibility it deserves.

Your Customers Are Already Searching on Pinterest

With over 445 million monthly active users, Pinterest is a go-to platform for people seeking inspiration, solutions, and products. In fact:

• 80% of weekly Pinterest users discover a new product or brand on the platform.

• 85% of users say Pinterest helps them plan major life moments, such as weddings or home renovations.

• Example: A handmade candle business pins content like “Cozy Winter Home Décor Ideas.” They attract customers who are actively searching for seasonal inspiration and décor.

• Tip: Use Pinterest Trends to research what your audience is searching for, and create pins tailored to those topics.

Evergreen marketing is the key to building a sustainable, long-term strategy for your business—and Pinterest is the ultimate platform to bring it to life. With its search-driven approach, extended content lifespan, and ease of integration, Pinterest allows you to reach your audience without the stress of constant content creation.

Ready to get started?
Download my free guide, "How to Turn Your Pinterest Into a Money-Making Machine," to learn actionable steps for building your evergreen Pinterest strategy today!