A little overview
Graphic Packaging International is a long standing client. Their old website was fine at the time of its launch but expectations increase and technology does not stand still so inevitably the site became very dated over time. The user journey needed a re-think, the thinking on CTA's had evolved and critically the design wasn't responsive. Plus CMS systems had moved on making life easier for those tasked with implementing day to day updates. Once the website had been updated GPI bought Zeta in again to help with online marketing. With GPI being both leaders and specialists in the packaging industry, they have a wealth of knowledge and information which is of real value to their various audience groups. They asked Zeta to create an in-depth content marketing strategy to confirm and enhance GPI’s status as an industry expert.
• CMS Wordpress
• Google Adwords
• Email Marketing
• Content Marketing
What we did
We made a visit to GPI to help us understand their business and its people. We set up discussion groups, listened, contributed and gathered a lot of information. We then created a responsive, CMS driven website that gave the marketers a superb platform to deliver good leads to the new business team. For the content marketing strategy, we created a number of resources including an interactive timeline of the packaging industry, a glossary of terms, a resource page and how to/advice guides. We created quality in-depth articles that promote the company indirectly by having them published on well respected external sites.
GPI now receives many quality enquiries every month from the site. Total traffic has increased by 111.83%, and they are currently the number three hit when searching for "packaging manufacturer". The project won the "Manufacturing Standard of Excellence" Web Award and was a finalist in the Dadi Awards alongside Microsoft, American Airlines and IBM. Zeta works closely with GPI today to maintain a site that works smoothly on all devices. GPI has great dialogue with the trade of course, but also major retailers, academia, scientists, environmentalists and packaging innovators. The company position and perceived persona gives hope to new businesses requiring help and guidance with their packaging, and gives confidence to the established players that they have the top people on board for their own products.
A word from our clients
Zeta have created a website that everyone is proud of – I have received many compliments from clients – the increased enquiries says it all. Perhaps I’m biased, but our website looks a million times more exciting than any other packaging manufacturer’s.
Nikki Clark - Marketing Manager