Picture your Pinterest profile as a well-organized retail store. Your boards are like departments, guiding visitors to exactly what they’re looking for. Just as you wouldn’t throw all your products into one big pile, your Pinterest content needs thoughtful organization to help your ideal customers find and engage with your content.

Let’s build your Pinterest board strategy from the ground up!

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Part 1: Finding your sweet spot - Board topic selection

🔍 Exercise: Niche Discovery Workshop

Take 5 minutes to ponder and answer these questions:

1. What products/services do you offer? (this one should be easy!)
2. Who is your ideal customer? Who are they exactly? If you can, imagine a specific person you’ve met.
3. What problems do you solve for them? What problems could you solve for them with your Pins?
4. What lifestyle aspirations do they have? What are their goals and ambitions?
5. What do they value or seek out when choosing a business like yours? What would make your business stand out from the crowd as the obvious choice?

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Strategic Board categories to consider

Every business should have these core board types:

• Product Showcase Boards: Highlight your offerings.
• Lifestyle Boards: Show your products/services in action.
• Educational Boards: Share valuable tips and insights.
• Inspiration Boards: Spark ideas and aspirations.
• Behind-the-Scenes Boards: Build connection with your audience.

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💡 Pro tip:
Don’t just create boards about your products. Think broader— what’s your customer’s whole journey? For example, a wedding photographer might create boards about wedding dresses, venues, and honeymoon destinations, not just photography or weddings. If it’s a topic your target market might be interested in, it’s fair game!

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Part 2: Planning your perfect Board strategy

The Board Planning Framework

Use this simple framework to plan each board:

1. Board purpose

• What value does this board provide?
• How does it support your business goals?

2. Target audience

• Who is this board for?
• What are they looking for?

3. Content mix

• Your own content (40%).
• Curated content (60%).
• Mix of images, infographics, and videos.

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📝 Quick (really helpful) exercise: Board brainstorming & prioritization

Your head is probably spinning with great ideas for Boards. Awesome! This exercise will make sure you don't forget anything and help you create a prioritized list so you know what Boards to work on first.

Create three columns so that you can separate your best ideas and prioritize them more easily:

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Stuck? Not sure when to stop?

Use "The Rule of 3s!"

A solid starting point is 9 boards:

• 3 core product/service boards.
• 3 lifestyle/inspiration boards.
• 3 educational/value boards.

That will give you a well-rounded content strategy, plenty of variety, and should keep you busy for a while!

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Part 3: Creating your Boards

Now that you know where to start (your "Must-Have" Boards list) it’s time for the rubber to hit the road.

How to create a Board step-by-step:

1. Log into your Pinterest business account.

2. Click the + button and select “Create board.”

3. Name your board (use your most important keywords intentionally but naturally).

4. Select a category.

5. Choose your board’s privacy settings.

6. Add a description (Pro tip: continue to use keywords strategically but without forcing them where they don't belong. Always write for humans first, and SEO if you can).

7. Create or select a cover image.

🛠️ Tools of the trade:
Use Tailwind’s free Keyword Finder Tool to find high-performing keywords for your board names and descriptions. Input the most important pages from your site and you'll get a curated list of some of the most popular and growing keywords on Pinterest.

Use this list for Board inspiration, Board naming, and, make sure your save it, so you can also use it to create Pins! This is your Pinterest SEO roadmap. 🗺️

Part 4: Ongoing Board management best practices

Maintaining your Boards

• Pin 3-5 times daily to active boards.
• Archive seasonal or outdated boards.
• Review and refresh board covers quarterly.
• Monitor board performance using Pinterest Analytics.

To have a Pinterest marketing strategy that continually becomes more effective over time, look for Pins or Boards that seem to be getting traction and try to learn from what’s working.

• Is it a particular keyword that is getting a lot of searches?
• Is it a topic that timely or relevant?
• Is this information your audience is hungry for?
• Is there anything unique about the image that might be catching people’s eye?

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To get better at Pinterest marketing, you want to continuously monitor, analyze, and experiment! If you can see a particular Board is gaining momentum, lean into that and create a Board that is closely related or perhaps a more niche subtopic.

Remember: Your Pinterest boards are living entities that grow with your business. Start small, stay consistent, and adjust based on what resonates with your audience.