"We recommend 15 to 20 [Pinterest] pins per day," Bob Gilbreath, president of Cincinnati-based Ahalogy, told Adweek. "When you talk to a brand about that, their jaw drops. Ninety-five percent of the brands we've spoken with don't have that kind of content."
Per Gilbreath, that's where Content Network comes in. His company has partnered with 100 content creators, such as The Motherhood and StyleCaster Media Group, which have opted in to the network and will get complimentary access to Ahalogy's set of Pinterest tools, such as image editing and pin scheduling. In exchange, they agree to let a paying Content Network customer source the content creators' pins and re-pin them on marketing clients' Pinterest account.
And when Pinterest users click through a pin on Content Network, they see a "sponsored by" interstitial landing page that gives them the chance to follow that brand on the social site. "That interstitial helps close the loop on conversions of followers," Gilbreath said.
Additionally, the network tracks re-pins and click data for brands. In terms of cost to marketers, the Ahalogy exec said, "It's all on a paid-for-performance model. There's no up-front costs, and there's zero work the brand needs to do."
Eight-month-old Ahalogy counts John Frieda, Casio, Con Agra and three Procter & Gamble brands as clients. Gilbreath's company, which recently moved into a bigger space in the Queen City and has grown to 15 employees there while also opening a New York office, sounds like it might have channel-minded expansions in the offing as well.
"It's a little bit of a secondary benefit in terms of our name change," Gilbreath explained. "It, longer term, allows us to bring in some other platforms. But we are doubling down on Pinterest, I'd say. It's really the first social media made for marketing."