If you're creating blog posts, podcasts, or product content and wondering why it's not getting the visibility it deserves, you’re not alone. Most small businesses are focused on social media platforms like Instagram or Facebook—chasing likes, views, and that next viral moment.

But what if you could build brand awareness and drive consistent traffic to your online business… even while you’re offline?

In this episode of the Content Systems for Growth podcast, I sat down with Pinterest strategist Heather Farris to talk about how to use Pinterest marketing the smart way—without spending too much time or getting overwhelmed by all the moving pieces.

“Pinterest isn’t the McDonald’s drive-thru,” Heather said. “You can’t just pull up, order a cheeseburger, and expect instant gratification. It’s a long-term platform that will give you long-term gains—if you’re serious about it and consistent.”

In this post, we’ll break down key takeaways from our conversation, including best practices, step-by-step strategies, and real-life tips from Heather on how to use Pinterest as a powerful tool for visibility and sales.

Why Pinterest Marketing Is Different from Other Social Media Sites

One of the first mindset shifts you’ll need to make is understanding that Pinterest isn’t like traditional social media channels.

Unlike Instagram or Facebook, Pinterest is a visual search engine, not a social network. That means your Pinterest marketing strategy should focus less on engagement and more on discovery.

“I think it gets overlooked because it’s not instant gratification for most people,” Heather said.
“You’re not getting dopamine hits from it. But if you stick with it, it works.”

Pinterest is a great place for blog posts, product pins, and visual content that solves a specific problem. And it has staying power. A single pin you post today can still drive traffic months—or even years—later.

First Step: Set Up a Pinterest Business Account

If you’re still using a personal account, it’s time to upgrade. A Pinterest business profile gives you access to Pinterest analytics, ad tools, and rich pins, which display more detailed information like pricing or availability right on the pin.

“Your Pinterest profile should be more like a landing page than an ‘about me,’” Heather explained. “Boards are like mini landing pages, too—each one should be curated around a common theme that’s relevant to your target audience.”

Here are the basics you’ll want to optimize:
Profile photo:

• Use your logo or a clear photo of yourself.
• Cover image: Feature your best content or current promotion.
• Pinterest boards: Organize by categories or themes that your audience searches for.
• Pinterest pins: Include product pins, blog graphics, and even video pins.
• Pin titles and descriptions: Use relevant keywords throughout for better search results.

Use Keywords Like You Would for Google SEO

One of the most powerful tips Heather shared is to approach Pinterest the same way you do with blogging: use keyword research to make your content searchable.

“Everything on your Pinterest account should be rooted in an SEO strategy first,” she said. “How are people searching for your content? What problems are they trying to solve? Start there.”

Some helpful keyword practices:

• Add relevant keywords to your pin title and pin descriptions
• Use keywords in your Pinterest boards and your business profile
• Think about different ways people might search for the same topic (broad and long-tail)

She also recommends creating boards for your brand pillars or content categories. “That way, you're not just pinning randomly—you’re curating with a purpose.”

Repurposing Content? Pinterest is the Perfect Fit

If you’re already creating blog posts or podcast episodes, Pinterest is a good way to get more mileage out of that content.

You don’t need to create something brand new every time. Instead, focus on:

• Pulling multiple angles or tips from a single blog post
• Creating different types of pins (graphics, video pins, quote pins)
• Reusing Instagram reels or podcast teasers as vertical pins

“Inside your content system, you’re already creating marketing graphics,” Heather explained. “Just add one for Pinterest, drop in your keywords, and pin it to the most relevant board.”

Heather also recommends going back to older content and refreshing it with a new pin design.

“Yes, Pinterest sees that as new content if it has a new image. You can cycle through the same URL with different graphics and keep it fresh.”

This is great news for creators who want to promote new products, offer free downloads, or repurpose older posts that remain relevant.

What About Pin Frequency?

Let’s talk logistics. How many pins should you create for one blog post? Is once enough? Should you pin it every day?

“You can create as many pins as you want—but don’t publish them all on the same day,” Heather said. “Think of it like planting wildflowers. You want to spread them out and let them bloom.”

Here’s a general guide:

• Start with one new pin per day
• Mix in older content and product pins
• Rotate through different boards and Pinterest trends
• Avoid pinning the same image over and over (it won’t help)

This frequency helps you stay consistent without feeling overwhelmed. And with tools like Tailwind or the Pinterest app scheduler, it’s easy to batch your pins ahead of time.

Pinterest Analytics: What to Track (and What to Ignore)

If you’ve been refreshing your Pinterest page every hour to check on pin performance, don’t.

“As a beginner, I actually tell people not to look at their analytics for three months,” Heather said. “You’ll just feel discouraged. Pinterest takes time to index your content.”

When you’re ready to track performance, here’s what to look at:

• Pin clicks: Are people clicking through to your site?
• Saves: Are people saving your content to inspiration boards?
• Top-performing boards: Which ones are driving the most traffic?
• Conversion paths: Are people signing up for your email list or buying from your online store?

“Focus on building your Pinterest library first. Pins you create today can still work for you a year from now,” Heather said.

This is what makes Pinterest one of the most powerful tools for online sales and brand awareness.

Are You Leaving Your Podcast Content on the Table? Publishing your podcast each week is no small feat, but if that’s where it ends, you’re leaving so much potential on the table.

That one episode could become a blog post, emails to nurture your list, and social posts that keep you visible—all without creating anything new from scratch.

You’re probably thinking, “Repurposing sounds great—but honestly, I’m happy to keep up with recording, edits, and show notes.”

That’s exactly where Asana content management comes in. With the right system, you can repurpose one podcast episode into a month of content, without adding more stress to your plate. Let's talk about how to build a simple Asana content calendar that makes repurposing great content easy and repeatable.

The #1 Mistake Entrepreneurs Make with Their Podcast Content

Here’s something I see all the time:

You’ve got your podcast running on schedule. You’re consistent—that’s a huge win in content marketing. But after you hit publish? You move right on to the next episode.

And then you wonder, “Why isn’t my podcast driving more traffic or engagement?”

Here’s the missing piece: recording and publishing is only half the job. The other half is marketing and distributing that content. You’ve already created something valuable—now it’s time to make sure it’s working for you.

The good news? With a simple Asana content management system, you can set up a workflow that repurposes each episode into multiple pieces of content, without starting from scratch every time.

Here’s the framework I use to help entrepreneurs like you get more out of every episode:

1. One Podcast Episode
   Your core content.
2. One Blog Post
   Turn the episode into a searchable, shareable SEO SEO-optimized written piece. Now you have two long-form pieces of content. Remember that long-form means it is around for a long time working your marketing for you.
3. Two Emails
   – One to promote the episode or blog.
   – One that dives deeper into a key takeaway.
   – Or Another One that is sent at the end of the month to recap and promote the episodes
4. Four to Six Social Posts (and Beyond)
   Repurposing a podcast episode isn’t just about pulling a quote and calling it a day.Here’s how to break it down into multiple content pieces across different platforms:

    

   – Quotes: Pull key insights or impactful statements and turn them into social media posts, Instagram carousels, or even Pinterest pins.

   – Tips: Share a quick win or actionable step from the episode. These can be turned into posts for Threads, reels, or carousel posts.

   – Questions: Use open-ended questions from the episode to spark engagement. These work well for IG stories, LinkedIn posts, or even polls.

   – POV (Point of View): Share your personal take on the episode’s topic—why it matters to you, how it connects to your target audience, or how you’ve applied it in your online business. This builds connection and author

   But you don’t have to stop there:
   
   – Audiograms: Take a compelling clip and overlay it with captions and visuals for Instagram or LinkedIn.

   – Short-form videos: If you record a video podcast or have B-roll footage, pull out the gold nuggets and turn them into reels, TikToks, or YouTube shorts.

   – Pinterest pins: Any quote, tip, or blog post you create from the episode can become visual pins to drive more traffic.

   The goal? Create a variety of content types that meet your target audience where they are, without needing to reinvent the wheel each time. One episode, many formats—aligned with your content strategy.

This simple structure turns one episode into seven to nine pieces of content that support your visibility and growth. When you repeat that same process week after week, look at all your content. I know that social media gets a bad rap, but it can be effective when used correctly.

Build Your Asana Content Calendar Template (Your Repurposing System)

Now that you’ve got the framework, let’s talk about how to actually build the system that makes it happen. This is where Asana content management really shines.

Your first step is creating an Asana project dedicated to your content creation process—specifically for repurposing your podcast episodes into content pieces like blog posts, emails, and social media posts.

Think of this as your content calendar template—a project management tool that lays out every piece of content and task involved, so nothing falls through the cracks.

Here’s a quick guide to setting it up:

1. Create a new project in your Asana account
   This becomes your Asana content calendar—a well-organized content calendar where you manage your content creation workflows.
2. Build sections for each content type
   Set up sections like:
   – Podcast Episode (the anchor)
   – Blog Post (repurposed from the episode)
   – Emails (promotional + nurture)
   – Social Media Posts (quotes, POV, engagement)
   – This keeps different content types separated and easy to track.
3. Add tasks for each piece of content
   Under each section, add template tasks for every step in your content creation process:
   – Example for a blog post: Write draft, edit, upload to WordPress, schedule, promote.
   – Example for social media posts: Pull quotes, design graphics, write captions, schedule.
   – These become sample tasks you’ll reuse for every episode.
4. Assign due dates and task status
   One of the best parts of using a project management software like Asana is the ability to set deadlines and track task status. This gives you peace of mind knowing what’s done and what’s still pending.
5. Use custom fields to track details
   Add custom fields for things like content title, content type, platform (Instagram, email, blog), or even business goals (visibility, list building, engagement). This makes it easy to sort and filter later—especially for marketing teams or content managers overseeing different types of content.
6. Switch to calendar view for a visual plan
   Asana’s calendar view lets you see your entire content production schedule at a glance. It’s a great way to catch gaps, prevent overlap, and ensure you’re hitting all your marketing activities across different platforms.

I'd like to mention one thing, if you've tried Asana and it was not for you try Trello as an Asana Alternative. I think it can be simpler.

How to Use Calendar View to Stay on Track

Once your Asana content calendar is set up and customized, it’s time to lean into one of Asana’s greatest tools for content management—the calendar view.

This powerful tool gives you a bird’s-eye view of your entire content creation process. You can visually map out your due dates, see where your content pieces are scheduled, and ensure that your content marketing team (or just you!) stays on track.

Here’s how to make the most of calendar view:

1. Spot gaps and overlaps easily
   With calendar view, you can catch if you’ve overloaded yourself (or your team leads) with too many marketing activities at once. You can also see where you might need to plug in extra social media posts or shift due dates.
2. Plan for different types of content across platforms
   Seeing your content title and content type displayed visually helps ensure you’re balancing different types of content—whether that’s blog posts, emails, or YouTube videos—across different platforms.
3. Keep your business goals in focus
   Use custom fields alongside calendar view to sort and filter by target audience or marketing activities (e.g., nurture sequence, launch week, list-building focus). This way, you’re not just filling a calendar—you’re aligning your content strategy with your business goals.
4. Easily adjust as new projects or ideas come up
   Content teams (or solo content creators) know that new content ideas pop up all the time. With calendar view, you can quickly drag and drop tasks to adjust your schedule without feeling like everything’s falling apart.

This gives you a well-organized content calendar that feels doable—and flexible enough to fit your specific needs.

In the next section, I’ll show you best practices for integrating this system into your routine so it becomes second nature.

Best Practices for Sticking to Your Content Process

Setting up your Asana content management system is one thing—sticking with it is what keeps your content creation workflows running smoothly week after week.

Here are a few best practices to help you stay consistent without feeling like it’s another thing to manage:

1. Treat your content calendar like a project, not a to-do list
   Your Asana project isn’t just a place to dump tasks—it’s your collaboration tool (even if you’re the only one on your content marketing team right now). Treat it like a living system that helps you manage content production, keep track of task status, and align with your business goals.
2. Schedule time to review your calendar view weekly
   Block off 15–30 minutes each week to review your calendar view. Adjust due dates, check off completed tasks, and plan for new projects or content ideas. This helps prevent the last thing you want—feeling behind or scrambling at the last minute.
3. Use custom fields and task filters regularly
   Whether you’re tracking content type, target audience, or marketing activities, don’t let your custom fields gather dust. Use them to filter and review your content pieces by category or goal, which helps you stay aligned with your overall content strategy.
4. Delegate to relevant team members when possible
   If you’re working with a content marketing team, a content manager, or even outsourcing parts of your process, assign relevant tasks to different team members. This keeps everyone clear on their role without clogging your inbox with questions.
   Even if you’re a solo content creator right now, this habit will prepare you for future growth.
5. Keep it simple and scalable
   Don’t overload your editorial calendar template with repetitive tasks or unnecessary steps. Start with what works for your specific needs and expand as your online business grows. Your system should evolve with you—not add to the overwhelm.

By following these content creation steps, you’ll build a sustainable rhythm that helps you consistently produce high-quality content—without the steep learning curve that comes with juggling multiple tools.

Next up, I’ll share real-life examples of how other content teams and content creators use Asana to manage their content production and make the most of every new piece of content.

Real-Life Examples of Asana Content Calendars

Sometimes seeing how others use a project management tool like Asana can spark ideas for your own system. Whether you’re a solo content creator, managing a content marketing team, or somewhere in between, these examples can help you think about what might work for your content creation workflows.

1. Podcast Repurposing Calendar (Solo Creator)

A content creator who publishes weekly podcast episodes and repurposes them into blog posts, emails, and social media posts:

– Content type custom field tracks whether it’s a blog, email, or social post.
– Calendar view helps spread marketing activities across the month without overlap.
– Due dates ensure every piece gets completed before the next episode drops.
– Template tasks for each content format keep things simple and repeatable.

2. Content Marketing Team Calendar (Small Team)

A content marketing team managing different types of content across multiple platforms:

– Custom fields for target audience, marketing activities, and content title help filter tasks for each team lead.
– Task status is tracked using labels like “Draft,” “Needs Review,” and “Scheduled.”
– Relevant team members are assigned to specific tasks (e.g., graphic designer, copywriter, scheduler).
– Calendar view provides a clear overview for the entire content marketing team.

3. Launch Campaign Calendar (Growing Business)

An online business preparing for a product launch, managing content pieces like YouTube videos, blog posts, and emails:

– Asana dashboard tracks new projects tied to launch timelines.
– Custom fields label each piece with the content type and platform.
– Calendar view ensures no overlap between promotional content pieces.
– Due dates and set deadlines are established well in advance to reduce last-minute stress.

These examples show how flexible Asana content management can be, whether you’re working solo or with different team members. The key is building a system that supports your content strategy—not one that adds to your plate.

In the final section, I’ll wrap up with the biggest takeaway for making this work in your online business.