This post is in partnership with Pinterest as a part of the Pinterest Educator Program.

Let’s talk about it: the constant tug-of-war between creating timeless, evergreen content and chasing every trend that pops up overnight.

If you’ve ever felt the pressure of “keeping up”, posting constantly, dancing for the algorithm, and burning out just to stay visible, you’re not alone.

But here’s what most marketers are overlooking:

Pinterest.

The quiet powerhouse platform built for evergreen content. 

While everyone else is racing to stay relevant, Pinterest lets you create once and drive meaningful, long-lasting traffic for months, even years. And if that sounds like the kind of peace your content strategy has been craving, keep reading.

👉 P.S. I’m actually teaching all about this live! Join my totally free Pinterest masterclass, Create Once, Traffic for Months: The Pinterest Plan That Extends Your Content’s Lifespan in Just One Hour a Week! Grab your seat right here!

What Is Evergreen Content?

Let’s start with the all-star of smart content strategy: evergreen content.

This is the content that keeps showing up, keeps solving problems, and keeps bringing people to your doorstep long after you hit “publish.” Think of it like your content garden: you plant it once, and with a little upkeep, it continues to bear fruit.

For me, these are posts like How to Build an Email List That Actually Converts or My 5-Minute Non-Toxic Make Up Routine. They answer repeatable questions I know my audience asks all year long. And because they’re packed with timeless value, they continue to show up in search results, get saved on Pinterest, and drive clicks and conversions months (even years) later.

But here’s the big question: How do you know what content will be evergreen for your niche?

1. Start by Looking at the Problems Your People Always Ask About

Every niche has its version of “How do I…?”

If you’re in food content, it might be:

• “What’s a quick dinner I can make on a busy weeknight?”
• “How do I prep meals for a family of four?”

If you’re in fashion, maybe it’s:

• “How do I style white sneakers year-round?”
• “What basics should I have in my closet?”

Beauty creator?

• “How do I cover melasma naturally?”
• “What clean products won’t break me out?”

Home or lifestyle niche?

• “How do I organize my entryway?”
• “What’s an easy way to refresh a room for spring?”

The key: Listen to your audience. Scan your DMs, comment sections, Pinterest search bar, or even look at Google autocomplete to find the evergreen questions in your space.

2. Make Your Evergreen Content Feel Fresh, Even Years Later

Here’s the tricky part:

You can write a killer post in 2022, but in 2025, the fonts might feel outdated, the images might no longer match your brand, and the content might still be helpful… but not click-worthy.

Here’s how to keep evergreen content feeling relevant:

• Update the visuals regularly (fresh Pins, on-brand cover photos, IG-friendly graphics)
• Revise your blog post titles or headlines to speak to current emotions or phrasing
• Add seasonal intros, like “As we head into spring…” or “With summer around the corner…”, then update that intro 1-2x a year
• Share personal updates at the top to ground the post in your real-time life (even if the bulk stays the same!)

Evergreen doesn’t mean static. With light updates, your best-performing content can be relevant today and trustworthy tomorrow.

3. Use Your Analytics to Guide What to Keep Creating

Your content is always speaking to you… But are you listening?

Check your Pinterest analytics, Google Analytics, or your blog traffic dashboard to see:

• What content is driving the most clicks over time?
• What posts are people spending the most time on?
• What’s getting pinned or shared again and again?

These are your clues.

Let’s say your “5-Minute Hair Routine for Moms” post consistently performs. What else can you create that supports that? Maybe a round-up of time-saving tools, a reel of your morning routine, or a download of your favorite clean dry shampoos. Think like a librarian who sees a book always checked out: what else can you shelve next to it?

If you’re not exactly sure where to start with that? Join my free Pinterest masterclass, where I’ll walk you through our strategy to extend your content’s lifespan while keeping it fresh and clickable.

Bottom line? Evergreen content is about being strategically timeless. You’re solving a problem your person will always have, but you’re wrapping it in a package that feels fresh, relevant, and true to your brand today.

Why Pinterest Loves Evergreen Content

Here’s the thing: Pinterest isn’t social media It’s not chasing trends or viral hits. It’s a visual search engine that’s obsessed with content that’s useful, timeless, and beautiful.

I didn’t get that at first. I used Pinterest like most people do: searching for weeknight dinner recipes or debating (again) if I should get bangs. But that’s the point; I was using Pinterest to solve a problem. Your dream audience is doing the same thing. They’re turning to Pinterest to find answers, not just scroll mindlessly.

When you create helpful evergreen content and then pin it well? That one Pin can drive traffic to your site for months (even years) because YOU are the solution that other people are looking for. 533 million monthly users to be exact!

What Makes Great Evergreen Content?

• Solves a repeatable, ongoing problem
• Educates, inspires, or guides
• Stays relevant year-round (no trends required)

Pro Tip:  Breathe new life into your best evergreen Pins every few months. Just swap in a fresh image or rework the title slightly before you repin it. Pinterest loves a glow-up.

How to Keep Evergreen Content Feeling Fresh

Does Pinterest Care about Fresh Content?

While Pinterest loves fresh content, that doesn’t mean you need to crank out 10 new blog posts a week!

Pinterest isn’t like Instagram or TikTok with an algorithm that devours new content every five minutes. It’s not about feeding the beast… It’s about serving the searcher. It shows up for its users as a visual problem solver, and it favors freshness where it counts.

So, What Counts as “Fresh” on Pinterest?

Pinterest now prioritizes “fresh” pins, which simply means new images or variations of existing content. You can take your evergreen content and make it “fresh” by creating different pins for the same link! Getting creative on your end doesn’t have to be complicated either. Create templates and optimize your process!

Easy Ways to Freshen Up Your Pins

• Add new, attention-grabbing headlines
• Try different color schemes or Pin templates
• Use a mix of photo styles (stock, lifestyle, or branded graphics)

This means you don’t have to constantly be creating from scratch; you just need to strategically repackage what’s already working. I have it down to creating 10 new pins for my content in about 15 minutes or less. 

It’s less about reinventing the wheel and more about painting the wheel a few different colors so that all those fresh eyes visiting Pinterest, looking for answers, can see your work pop and want to click on it.

Don’t Sleep on Seasonal Content (It Comes Back Around Every. Single. Year.)

If evergreen content is the slow-and-steady hero of your Pinterest strategy, then seasonal content is its fun, festive best friend that always shows up with a spark.

Seasonal content is powerful because people actively search for it, it spikes traffic when it’s timely,and you can reuse and repurpose it year after year. Think about these seasonal topics:

• Spring cleaning tips
• Summer routines or vacation packing lists
• Fall capsule wardrobes
• Holiday gift guides or Thanksgiving tablescapes
• New Year’s goal-setting resources

If you’re in the wellness space, January is your moment. Food bloggers? You’ll shine every Thanksgiving. Home decor creators? You’re a Pinterest goldmine come fall and December.

The key is this: you want your content to show up before people start searching.

When Should You Start Reposting or Repinning Seasonal Content?

Think ahead, because Pinterest users are planners.

Here’s a simple timeline to keep in mind:

This is where Pinterest shines: you can literally recycle your content and it will work better the second (or third!) time around.

And don’t be afraid to repurpose!

• Turn last year’s blog post into a fresh new Pin.
• Share a quick story on how your holiday routine evolved this year.
• Update your lead magnet to match the season and link it everywhere.

The work you did once? It’s still working for you! It just needs a fresh coat of seasonal sparkle.

The Secret Sauce? Evergreen Core, Fresh Delivery

The goal isn’t to shift your time and energy from one content hamster wheel to another. We’re not here to trade Instagram burnout for Pinterest pressure.

Steal These 4 JK Pinterest Marketing Strategies Straight From Our Playbook

1. Start with strong evergreen content.
   We build content that solves real, ongoing problems like blog posts or podcast show notes and make sure it’s packed with value, strategy, and heart.
   
2. Design multiple fresh Pins for each post. Every new Pin image counts as fresh content in Pinterest’s eyes, even if it links to the same page. Fresh visuals mean fresh visibility.
   
3. Batch-create Pins to save time. Our Pinterest Virtual Assistant creates 5 to 10 pin variations at once so we can schedule them out over time without hovering in Canva every week.
   
4. Use Pinterest scheduling tools. We spend about an hour a week using Tailwind (or even just Pinterest’s native scheduler) to queue it all up. Easy, efficient, and off our plates.

My Pinterest strategy is built to do less but better, because smart content should work for your business, not the other way around.

Let Your Audience Analytics Guide You

Want to stop guessing what your audience wants from you? Start by paying attention to what they’re already loving.

Look at: 

• Which blog posts keep bringing in traffic month over month
• What’s getting saved and repinned on Pinterest like crazy
• What keywords people are actually typing in to find you
• And which topics land in your inbox or DMs with a “this is exactly what I needed”

That’s your content speaking to you. Loudly.

These are the signs you want to follow, which will also show you:

• What to double down on
• What evergreen posts to refresh and repin
• And where to pour your precious creation energy (because yes, it is precious)

And once you’ve spotted your “sticky” topics (aka the ones that keep pulling people in), start building content clusters around them.

Think: blog post → Pinterest Pin graphic → IG carousel → freebie → podcast ep → email.

One idea, multiple touchpoints. That’s how your content starts to work smarter and reach farther.

So Let’s Summarize: What Should You Post on Pinterest?

Feeling stuck on what to post? You’re not alone, and the beauty of Pinterest is that you don’t have to constantly reinvent the wheel to be successful.

If you’re focused on sustainability, longevity, and getting the most bang for your content-creation buck, here’s what I recommend focusing on:

• Blog posts that solve repeatable problems
  Think evergreen content that answers the questions your audience asks again and again.
• Freebies, lead magnets, or podcast episodes
  Pinning these regularly keeps your list growing and introduces new people to your value-packed content.
• Tips, tutorials, or how-to’s with a long shelf life
  Content that teaches something practical or inspirational tends to perform really well long term.
• Seasonal content that resurfaces each year
  Got a holiday guide, summer routine, or gift list? Pinterest loves a good seasonal comeback story.

Pair these with fresh Pin designs and a consistent strategy, and you’ve got yourself a Pinterest plan that keeps working long after you hit publish.

Want help turning this into a system you can stick to?

I’m teaching a free Pinterest class that breaks it all down: Create Once, Traffic for Months: The Pinterest Plan That Extends Your Content’s Lifespan in Just One Hour a Week

Grab your spot and let’s build a Pinterest strategy that supports your life-first business, not the other way around.

You Can Do Less, Better… And Pinterest Will Thank You

This isn’t about doing more. It’s about creating less content because it can now do MORE for you.

Pinterest for business doesn’t require being constantly online, chasing trends, or having a viral moment every week. What it does require? A plan that aligns with your energy, your voice, and your goals.

When you build your Pinterest strategy around core evergreen content and keep things “fresh” through repurposing, you:

• Maximize your content’s lifespan
• Keep Pinterest’s algorithm happy
• Avoid the hamster wheel of constant creation

And most importantly? You protect your peace as a creator and business owner. For me, that’s the ultimate goal. That’s the most satisfying goal I could ever pursue.

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