In recognition of a hugely successful content marketing campaign for Zenni Optical, Gartner recently released a research study about using content to attract digital commerce that highlighted Wpromote. What was the campaign, you ask? Back in August of 2014, Wpromote designed and launched an infographic about PD – pupillary distance, or the distance between your pupils that helps determine the best eyeglass fit.
Gartner, Inc. is a leading information technology research and advisory company whose research and reports deliver world-class insight into every area of IT. Their report takes an in-depth look at the challenges digital commerce marketers face in an increasingly competitive online market, and how turning from paid advertising to organic and native content can help propel businesses forward and drive new ROI by making them stand out from the crowd. Wpromote’s content for Zenni was one such organic effort that was so well developed and had such a significant impact that Gartner included it in the report as an example of “helpful and informative content.”
As Gartner goes on to describe, Wpromote not only developed an original infographic for purposes of content marketing, we also helped Zenni Optical to promote it through blog and social media posts. This digital PR effort delivered incredible results for Zenni, leading to at least “60,000 new email opt-ins,” driving a conversion rate of 4.53%, an exceptionally high number for an organic campaign, and one that vastly outstripped any of Zenni’s traditional paid campaigns.
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