Warby Parker Has the Most Innovative Content Strategy

Contently may have awarded the Top 5 Startup Blog prize to Etsy, OkCupid, Birchbox, Meetup and Foodspotting, but in my book, Warby Parker has the most innovative content strategy by far. Not only does the company have the most sincere and effective customer service team and community management, but they fairly exude transparency and interesting-ness in their 2011 Annual report.

An email I got from the Warby Parker team, in response to my request for swag for a TEDx event. They also responded to my tweet right away - 4 stars for timely response!

The company’s 2011 Annual Report is shared as an infographic for the public. Information that I found of particular interest:

• Average call length is less than 3 minutes; I would’ve expected it to be higher. That said, I find it refreshing that the company puts their telephone number front and center on the website, exactly what a real customer service mentality is all about.
• They sold 252 monocles in 2011. Apparently these are particular favorites among chefs and robber barons.
• They show visitor traffic but not website conversions. Clearly no hockey stick growth given the niche market but one assumes the conversion rate is still pretty healthy.
• 48% of website visitors are Mac users vs. 39% Windows, confirming yet again that Mac users are way cooler.
• An endearing stat – 19 members of their team participated in Movember, the month formerly known as November.
• 60% of their referral traffic comes from Facebook, 18% from Twitter, 11% from Pinterest. Confirming the ubiquity of Facebook and Pinterest’s hockey stick growth.
• At 265%, Instagram is Warby Parker’s fastest growing social network.
• Vermont users have the best eyesight. That explains why yours truly, truly sucks on the slopes.
• The company has an equal number of male and female employees – unusual for a non-beauty startup. Change the Ratio must be working.