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The challenge: Pinterest publishes annual color trend predictions (Palette). Historically, this content lived as a blog post — a one-and-done format that didn't hold up well over the following months. The strategy shift: I led the move from a blog-style post to a long-form, evergreen landing page (https://business.pinterest.com/pinterest-palette/) — a content structure and IA decision, not just a copy refresh. The new page ran 75% longer than the prior year's post. The results (30-day comparison vs. the prior year's blog post, same calendar window): +300% increase in visitors scrolling 100% of the page Page abandonment (visitors who scrolled 0%) dropped from 79% to 28% +164% increase in "Create Ad" clicks +50% increase in brand visits The takeaway: Despite being significantly longer, the new format kept people engaged rather than losing them
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