Ep 103: From 24 Hours to Evergreen: How Mompreneurs Can Use Pinterest to Make Content Last with Elaine Timms
Stop Creating Content That Expires Overnight
You post. It gets a little traction. By tomorrow it’s buried. That’s Instagram. And as moms running businesses, who has time to pour hours into content that’s basically disposable?
That’s why I sat down with Elaine Timms, Pinterest strategist and creator of the Evergreen Impact Method. I’ve been open about the changes I’m making in my business, and Pinterest fits that shift toward strategies that give your content staying power instead of quick burnout.
Why Pinterest Works When Instagram Doesn’t
Instagram is great for connection. If you want content that keeps pulling people in, you need a platform built for search. Pinterest is a visual search engine.
Elaine still gets traffic from pins she published in 2017. Shelf life on Pinterest can run from a couple of months to a couple of years when your pin matches what people are searching for. That’s the difference between always being “on” and letting your work compound while you’re at school pickup or on a beach week with your kids.
This is also why I created the Buyer Journey Content Map. Your posts should ladder into a plan that keeps working long after you hit publish.
What Most People Get Wrong on Pinterest
Treating Pinterest like Instagram doesn’t work. Dropping reels, skipping keywords, and linking to your IG profile is a fast way to get crickets. Pinterest users don’t know you yet. They’re searching for answers.
What wastes your time:
Chasing followers. Followers are not the lever.
Posting reels built for nurturing instead of discovery.
Linking pins to Instagram instead of your site.
Obsessing over perfect design. Elaine has seen “ugly” pins perform for years because the keywords nailed the search intent.
If you need a starting point, Elaine’s free Pinterest Marketing Strategy Guide walks you through basics like keywords and pin setup.
The Evergreen Impact Method for Busy Moms
Elaine finally named the system she’s used for years: the Evergreen Impact Method. It’s built for sustainability, not performance theater.
Content Core
Collect your long-form assets in one place. Blogs, podcasts, lead magnets. Make a simple hub so you actually know what to promote.Platform Positioning
Set up boards and a keyword bank so Pinterest understands who you help and what you teach. This is your “tell Pinterest what this is about” step.Evergreen Circulation
Create multiple pins for a single post to target different searches. Think Elaine’s gardening example. One blog about a small backyard layout becomes pins for “small backyard,” “balcony garden,” “tiny space garden,” and “apartment gardening.” Same post, new angles, more reach. One optimized pin a day is enough to start.Mapped Funnels
Link pins to assets you own. Blogs, show notes, lead magnets, sales pages. Your pin should move people into your ecosystem, not back to Instagram.Insight Loop
Track impressions, saves, engagements, and outbound clicks. Watch seasonal pins to see if they spike in-season. Check your top 20 pins and add new angles where you see traction.
If you want support building this into your routine, my Content That Converts membership is where I’m rolling out the new direction.
Repurpose Instagram Without Wasting It
Carousels make great Pinterest carousel pins when you add a keyword-rich title, a clear description, and link to something you own. Reels tossed onto Pinterest with no context won’t pull their weight.
Ask yourself: what is my person typing in, and which asset answers it best? A blog with steps, podcast show notes, or a lead magnet usually wins. If you want help setting this up or handing it off, Elaine offers Pinterest management services.
How Fast Can You See Results
Pinterest is not instant. You’ll likely see early green shoots around three months. Strong traction tends to hit at six to nine months, and compounding effects build up to a year. That timeline is the point. You’re building a library that keeps working when you’re at the pediatrician or folding laundry.
If staying consistent is the sticking point, the new version of Content That Converts is designed to help you keep this simple and sustainable.
It Works Outside The “Pinterest Niches” Too
Elaine had a client in red light therapy. Not recipes. Not DIY. That account still surged, because people were searching for those solutions. Your niche isn’t the blocker. Lack of search context is.
If you’re curious and want simple weekly tips, Elaine’s newsletter is a good follow. Join her Evergreen Impact Weekly right here: Evergreen Impact Weekly Newsletter.
Build a Business That Fits Your Life
Elaine built her business to design her days. She gets to pick up her kids, show up for school assemblies, and work in a way that actually fits family life. That’s the real win here. Pinterest lets you create once and benefit for months.
Elaine isn’t just on the podcast. She’s also teaching inside Content That Converts. Her training is part of the bigger shift I’m rolling out so your content works across platforms without eating your day. Consider this your heads up. Big changes are on the way.
Listen and Take Action
If you’re ready to stop creating content that disappears in a day, start here.
📌 Grab Elaine’s free starter guide: Pinterest Marketing Strategy Guide
📨 Get ongoing tips from Elaine: Evergreen Impact Weekly Newsletter
✅ Want someone to run it for you: Pinterest Manager Services
🚀 And if you want a clear plan so all your content works together instead of in silos, grab my Buyer Journey Content Map.
Your content deserves more than a day of visibility. And you deserve a marketing plan that fits real life.
