TLDR;
Groove is a player in the customer support software space. They leverage on their unique content marketing strategy to compete effectively with biggest players like ZenDesk.
Core product: Customer support software
Audience: Small to medium-sized businesses
Buying persona: Customer support managers, small business owners
Key strategy: Build-in-public blog posts, Guest blogging
Key Content Strategies
Groove HQ's content strategy, spearheaded by founder Alex Turnbull, centered around transparency and authenticity. The company's "Journey to $100k" blog series became a cornerstone of their content marketing efforts. This series documented the company's growth, challenges, and learnings in real-time, providing valuable insights for other startups and small businesses.
The blog covered topics ranging from customer acquisition strategies to product development decisions, all written in a conversational, honest tone. This approach resonated with their target audience of small business owners and customer support managers who were looking for practical, relatable advice.
Turnbull's decision to share both successes and failures humanized the brand and built trust with potential customers. The content strategy went beyond just attracting readers; it opened doors for partnerships, speaking engagements, and media coverage. The blog's success led to a significant increase in organic traffic and helped Groove compete against larger, more established players in the customer support software market.
Examples:
What We Learned From Failing to Hit Our 12-month Growth Goal
Our Startup’s Wins, Fails and Lessons From the Last 6 Months
By consistently providing value through their content, Groove was able to nurture relationships with prospects over time, ultimately leading to increased sales and customer loyalty.
Moreover, the content strategy helped Groove establish thought leadership in the customer support and small business growth niches. This positioning allowed them to attract top talent and secure partnerships with other SaaS companies, further fueling their growth.
In addition to writing on their own blog, Groove also heavily employs guest blogging as a strategy to bring traffic onto their website. They have blog posts on major marketing sites like OnStartups, Shopify, Buffer & Copyblogger that brings them over 1 Million people onto their site.
The success of Groove's content strategy demonstrates the power of authenticity and value-driven content in B2B marketing. By sharing their journey openly, they not only attracted potential customers but also built a community of supporters and advocates for their brand. This approach proved particularly effective in the competitive SaaS landscape, where trust and relatability can be significant differentiators.
Top Performing Content
These top-performing pieces align closely with Groove's strategy of providing practical, actionable advice while also sharing their own experiences and growth journey.
Key Takeaways
Authenticity and transparency can be powerful differentiators in content marketing.
Consistently providing value through content helps nurture long-term relationships with prospects.
Sharing both successes and failures can humanize your brand and build trust.
A mix of owned content and guest blogging can significantly expand reach.
Content that addresses specific pain points and provides actionable solutions tends to perform well.
