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.

1. 1
“Business Blogging”
An effective marketing tactic
George Dimitriou
Communications & Marketing Director
@tsakali_gr

2. #A few things about us
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4.7 mil.
unique visitors
134.5 mil.
pageviews
1.480+
merchants
8.5 mil.
products
SKROUTZ
SKROUTZSTORE SOBY

3. #The team
3
85+ Greece
10 Turkey
Skroutz HQ
1.100m2

4. #Skroutz goes abroad
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2005 2013 2015

5. #Challenges
• We were –and still are- an SMB
• Introverts
• Not marketing oriented
• Precautious towards social Media
• “Do no touch” policy for website
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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
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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
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It’s a Hub!

8. #Blog revamp
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Multiple
sections
Clean
Responsive
design
Social
friendly
Tags

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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
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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)
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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
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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
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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
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15. #Reaching our audience
• Social channels
• Organic results (Skroutz ranks high on Google)
• Integration with our website
• Discussions feature
• Push notifications (Favorites system)
• Newsletter
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16. #The numbers story (February 2014 – February 2015)
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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. #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
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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.
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19. #The truth about our blog…
Let’s be honest.
Writing a business blog is hard work. Damn hard work.
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Don’t be afraid
to have a voice!

20. Thank you!
Questions? Ideas? Chat?
Drop me a line!
g.dimitriou@skroutz.gr
George Dimitriou
@tsakali_gr