Success story

ArchDaily

With the ambitious mission of improving the quality of life of the next 3 billion people that will move into cities in the next 40 years, ArchDaily is always looking for opportunities to deliver even more relevant content to their fast-growing readership.

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Pinterest has allowed us to better understand and engage with our readers in entirely new ways, and has become one of our most important sources of traffic.

David Basulto David Basulto Co-Founder and Editor in Chief
Surfacing content with Pin It buttons
 
ArchDaily provides a tremendous amount of useful and needed architectural content, and they want to ensure this content is easily discovered by as many readers as possible. To do this, they integrated the Pin It button button across their site and into the email newsletters they regularly send to their readers.
 
“ArchDaily is like an iceberg, with tons of useful knowledge under the surface,” says David Basulto, Co-Founder and Editor in Chief of ArchDaily. “Pinterest allowed our readers to resurface this knowledge, creating their own curated streams, resulting in endless perspectives about the buildings we feature every day. Because of its network effects, we were able to multiply the amazing work that our editorial team does in curating and presenting content.”
Pinterest has changed the way we approach our work and will continue to be an essential part of our content and marketing strategies. 
Using boards as audience research tools
 
ArchDaily also wanted to better understand their reader’s interests, so they followed many of them on Pinterest and began to understand what was most important to them. They used those findings to craft boards like Interiors and Offices, and to guide how they organized content on their own site.
 
“What’s fascinating about Pinterest is that it allows readers to engage with our content at an “atomic” level; because they pin and organize various images into collections, we study these collections to understand how we can better organize and package our own content. That type of insight just isn’t available with other platforms.” says Basulto.
 
“The sections on our site that had corresponding boards on Pinterest saw a traffic increase of about 6%,” says Basulto. “Those boards provided a new channel of communication with our audiences, and allowed us to discover new projects and firms to feature on our website.”
 
ArchDaily also found that the traffic increase was comparatively cost-effective: “It takes less effort for us to drive more traffic using Pinterest compared with other social platforms, and we have more fun doing it!” says Basulto.

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