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1
“Business Blogging”
An effective marketing tactic
George Dimitriou
Communications & Marketing Director
@tsakali_gr
#A few things about us
2
4.7 mil.
unique visitors
134.5 mil.
pageviews
1.480+
merchants
8.5 mil.
products
SKROUTZ
SKROUTZS...
#The team
3
85+ Greece
10 Turkey
Skroutz HQ
1.100m2
#Skroutz goes abroad
4
2005 2013 2015
#Challenges
• We were –and still are- an SMB
• Introverts
• Not marketing oriented
• Precautious towards social Media
• “D...
#Strategy - 5 step methodology
1. Insight – Map – Who, where, what
2. The right content – Content is king!
3. Interim dest...
#6+1 reasons why we blog
1. Get discovered
2. Boost traffic
3. Inbound ROI (search engines love new content)
4. Establish ...
#Blog revamp
8
Multiple
sections
Clean
Responsive
design
Social
friendly
Tags
#
9
1
2
3
4
5
6
7
1
8
#Blog sections
1. News
2. Company info (projects, mission, team)
3. Press corner – Media Kit
4. E-commerce Journal
5. Guid...
#Type of content
• Features (how-to)
• Inspirational (Life @ Skroutz)
• Major events & conferences
• E-commerce Journal (b...
#Content creators – how & why
The usual suspects
• Marketing team
• Guest bloggers
• Team members
• Brainstorming ideas
Re...
#These work…
• Authentic & enticing content
“We are all about E-commerce & online shopping.”
• Context
• Expanding the cre...
#…and these do not work!
• Technical talk
• Content that can be found elsewhere
• Whatever lacks the Skroutz DNA
• Too muc...
#Reaching our audience
• Social channels
• Organic results (Skroutz ranks high on Google)
• Integration with our website
•...
#The numbers story (February 2014 – February 2015)
16
67k
pageviews /
month
+75,5%
YoY
2’ 25’’
avg. time
on page
54k
uniqu...
#Achievements
• Expertise and thought leadership
- requests for media & speaking opportunities
• Trust
- rise in registrat...
#Blogging tips
• Resonate: write for your audience
• Homework: Keyword & theme research
• Schedule: Develop a content cale...
#The truth about our blog…
Let’s be honest.
Writing a business blog is hard work. Damn hard work.
19
Don’t be afraid
to ha...
Thank you!
Questions? Ideas? Chat?
Drop me a line!
g.dimitriou@skroutz.gr
George Dimitriou
@tsakali_gr
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Business Blogging @ Skroutz - An effective marketing tactic

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Business blogging: a powerful tool to demonstrate expertise and thought leadership. As an integral part of any effective marketing plan, a business blog can help companies to build trust with its stakeholders, gain wider exposure, generate leads and achieve engagement with its audiences. For us in Skroutz S.A., business blogging is essential for our digital marketing strategy, a commitment in which we're in for the long run.

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Business Blogging @ Skroutz - An effective marketing tactic

  1. 1. 1 “Business Blogging” An effective marketing tactic George Dimitriou Communications & Marketing Director @tsakali_gr
  2. 2. #A few things about us 2 4.7 mil. unique visitors 134.5 mil. pageviews 1.480+ merchants 8.5 mil. products SKROUTZ SKROUTZSTORE SOBY
  3. 3. #The team 3 85+ Greece 10 Turkey Skroutz HQ 1.100m2
  4. 4. #Skroutz goes abroad 4 2005 2013 2015
  5. 5. #Challenges • We were –and still are- an SMB • Introverts • Not marketing oriented • Precautious towards social Media • “Do no touch” policy for website 5
  6. 6. #Strategy - 5 step methodology 1. Insight – Map – Who, where, what 2. The right content – Content is king! 3. Interim destination and curation 4. Tactics & tools – Engagement 5. Community Activation 6
  7. 7. #6+1 reasons why we blog 1. Get discovered 2. Boost traffic 3. Inbound ROI (search engines love new content) 4. Establish our authority 5. Create prospects 6. Build trust with stakeholders 7. Support other Mktg activities 7 It’s a Hub!
  8. 8. #Blog revamp 8 Multiple sections Clean Responsive design Social friendly Tags
  9. 9. # 9 1 2 3 4 5 6 7 1 8
  10. 10. #Blog sections 1. News 2. Company info (projects, mission, team) 3. Press corner – Media Kit 4. E-commerce Journal 5. Guides 6. Contests 7. Job openings 8. Engineering Blog 10
  11. 11. #Type of content • Features (how-to) • Inspirational (Life @ Skroutz) • Major events & conferences • E-commerce Journal (best practices) • Buying guides • Online shopping tips • Flagship expert reviews • Trends & verticals • Contests • Infographics • Code specific (development) 11
  12. 12. #Content creators – how & why The usual suspects • Marketing team • Guest bloggers • Team members • Brainstorming ideas Reason why • Adds value to the brand • Educates & helps users • Engagement (motivation & community) • Point of reference 12
  13. 13. #These work… • Authentic & enticing content “We are all about E-commerce & online shopping.” • Context • Expanding the creativity of Skroutz identity • Business is personal. So is a blog 13
  14. 14. #…and these do not work! • Technical talk • Content that can be found elsewhere • Whatever lacks the Skroutz DNA • Too much product centric content • Long complicated posts 14
  15. 15. #Reaching our audience • Social channels • Organic results (Skroutz ranks high on Google) • Integration with our website • Discussions feature • Push notifications (Favorites system) • Newsletter 15
  16. 16. #The numbers story (February 2014 – February 2015) 16 67k pageviews / month +75,5% YoY 2’ 25’’ avg. time on page 54k unique visits / month +83% YoY Careers Projects Contests most popular sections 65 blog posts +30% YoY 812k pageviews
  17. 17. #Achievements • Expertise and thought leadership - requests for media & speaking opportunities • Trust - rise in registrations & visits • Wider exposure - increase in blog comments, shares, likes & comments on social Media • Leads - new partnerships 17
  18. 18. #Blogging tips • Resonate: write for your audience • Homework: Keyword & theme research • Schedule: Develop a content calendar • Quality over quantity • Link building: internally & externally (bloggers) • Distribute: Sharing is caring • Measure: track KPIs Commit: you’re in it for the long run. Stay focused. Optimize. 18
  19. 19. #The truth about our blog… Let’s be honest. Writing a business blog is hard work. Damn hard work. 19 Don’t be afraid to have a voice!
  20. 20. Thank you! Questions? Ideas? Chat? Drop me a line! g.dimitriou@skroutz.gr George Dimitriou @tsakali_gr

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