7 min read

Teardown of a SaaS blog - Groove

Today I’ll tear down the blogging genius of Groove. It has 5,000,000+ readers, 25,000+ comments from founders and CEOs, and 3,500,000+ shares across Twitter, FB and LinkedIn.
Teardown of a SaaS Blog - Groove
Teardown of a SaaS Blog - Groove

Want to write a blog that millions of people read? This guide is for you.

Instead of doing it all over, you can learn from a SaaS blog that already has millions of readers.

Today I’ll tear down the blogging genius of Groove. It has 5,000,000+ readers, 25,000+ comments from founders and CEOs, and 3,500,000+ shares across Twitter, FB and LinkedIn.

Woah! That’s impressive, isn’t it?

Groove might be doing something right to have these sorts of mind-boggling numbers. In this breakdown, you’ll learn what that is.

About the company (as defined by Groove):

Groove helps small businesses organize their customer support emails in one place, route them to the right people, and get more done as a team. It’s a Shopify plugin. Companies can see all of their customer data displayed on the screen. They can also edit orders, subscriptions, or refund payments, all within Groove.  

Now, let’s begin with the breakdown of Groove’s blog. You’ll also get actionable takeaways that you can use in your own blog posts.

"Start here" section for readers

Groove has hundreds of blogs on its website. This can overwhelm readers. They can feel lost, not knowing which post to begin reading with. Many may even decide to leave it unread.

But, Groove has solved this.

It has an 'Our Top 40 posts' section on its blog. This directs readers to start reading them one by one. By making it easy for readers to start reading the blog posts, Groove persuades them to stick around longer.

Groove highlights the most important reads so that readers can keep coming back to them.

Teardown of a SaaS blog - Groove

Takeaway: No one knows a company better than its people. So hook readers with your best posts. Have a dedicated start here page of sorts.

Create content for every stage of the buyer’s journey

Groove understands its audience (i.e. small businesses) inside-out.

a) It has researched the readers' pain points and what content they like to consume.

b) It knows no two readers are the same. And that's why it needs different content for different readers to persuade them.

So they have created content for the readers at different stages of their buyer's journey:

i) Awareness stage:

These readers are seeking a solution to their problem (in this case, customer service). Groove has a collection of blogs on the basics of customer service and how to build a customer support team.

It also blogs on customer success strategies - from how to onboard customers to how to write emails to keep them engaged.

Teardown of a SaaS blog - Groove

ii) Consideration stage:

These readers know their problems. They are now looking for a solution. Groove blogs about case studies to tackle this.

It highlights businesses that are using Groove to elevate their customer service. Each blog speaks about its individual features, showing different use cases.

Groove also has a comparison page. It speaks about its competitive advantages versus its competitors.

Teardown of a SaaS blog - Groove

iii) Decision stage: These readers want that last push to become paying customers.

Groove has a separate 'Why Groove' page with customer testimonials to persuade them. It has also addressed buyers' frequent doubts on the pricing page.

Teardown of a SaaS blog - Groove

a) Research your audience. Know their problems.
b) Create content for buyers at different stages of their purchasing journey.

Blog helpful content

Groove's product is customer service software. But, it doesn't limit its blog to talk about that itself. It has various blogging series:

a) Grow entrepreneurship blog:

Teardown of a SaaS blog - Groove

This series has content on strategies to found, grow and scale a small business. It details step-by-step growth, marketing, and customer retention principles.

b) Behind the curtain culture blog:

Teardown of a SaaS blog - Groove

It speaks about how to manage remote work and tips to stay productive and lean.

c) Interview series:

Teardown of a SaaS blog - Groove

Groove interviews founders who have scaled their business to $100K in monthly revenue. Readers can learn about what challenges the founders faced and how they overcame it.

d) Product updates:

Teardown of a SaaS blog - Groove

The co-founder blogs on each product update. He's transparent about the future product releases and product roadmap. This builds trust with readers.

e) Content Marketing:

Teardown of a SaaS blog - Groove

The company tells its story here. They highlight what content strategies they are using to grow and how readers can take inspiration from it.

Takeaway: Don't just blog about your products or services. Create content helping readers tackle their problems.

Groove covers both the hits and misses of their journey

The company blogs on its journey. It shares its small and big wins. And gives a sneak peek into how they're growing - the strategies and case studies. Like this post on how they gained 1000+ subscribers from a single blog post in 24 hrs.

Or this post on how they increased the website traffic by 12,024% with zero advertising.

Or this post explaining how they got their first 1000 SaaS beta users.

But, the best part is, they don't shy away from highlighting their mistakes. They've blogged on their failures, too. Some examples:

a) 4 horrible content marketing mistakes that have cost us millions

b) 3 early failures that nearly killed our startup

c) What we learned from failing to hit our 12-month growing goal

Sharing their failures has earned them a loyal community. Their users thank them for being honest. Their support doubles.

Teardown of a SaaS blog - Groove

Takeaway: Share both your wins and losses. No one is immune to mistakes. By being transparent about it, you’ll develop an emotional bond with your customers.

Storytelling for the win

Humans love stories. Stories are a powerful tool to share and multiply your message. No one knows this better than Groove.

Storytelling is the backbone of Groove's blogging strategy. Each blog of theirs is story-rich. The founder himself explained how storytelling increased their blog's engagement by 300%.

Here are the different ways the founder advises businesses to use storytelling:

a) Use daily communication as a blog starter.

b) Use a fictional story (not a lie) to make your point.

c) Don't leave the tiny details. Readers connect with stories that relate to their senses: sight, touch, feel, and smell.

d) You don't have to create new stories. Use famous anecdotes (like a historical reference) to drive home your message.

e) People are visual learners. Use images and infographics in your blog. People remember it for longer.

Takeaway: Make stories central to your blogging strategy.

Turn your customers’ problems into a blog post

Everyone advises talking to your customers. Groove took this advice two steps forward. Whenever a customer signed up, Groove sent a welcome email along with this question:

"What are you struggling with most in your business right now? I'd love to help."

Customers loved this. They replied with their problem. And Groove turned it into a blog post. A real win-win situation. Users got a solution to their problem. Groove had a list of blog topics that customers wanted to read on.

Takeaway: Interview your users. Ask them about their pain points. Blog about them.

Chatbot to the rescue

This is a genius move.

Any website visitor wants to understand what the company does. The landing page serves this purpose. But, you can't explain the nitty-gritty details. Such as best practices to get the most out of the product or how to integrate it with other tools.

Groove has a chatbot on its blog page for this purpose.

You can either explore their knowledge base on their chatbot. Or search for any query to understand Grooves's features and how it can help you. It will display the articles on that topic.

You can even email them if you’re in a hurry. The team responds asap.

Teardown of a SaaS blog - Groove

Takeaway: Make it easy for your readers to know about you.

Promote your content

Groove didn't have millions of readers from the start. It was just getting started. So the founder, Alex Turnbull, reached out to influencers that had those many readers.

But, he didn't send a generic email to them asking to share Groove's content. In fact, he didn't even share the blog's link in the first email.

Teardown of a SaaS blog - Groove

Instead, Alex first gave an overview of what Groove was and asked for permission to send the blog link. If the influencer agreed to it, he sent it.

Alex never asked the influencer to share the blog with their readers. He requested feedback. This initiated back-and-forth conversation and helped Groove with its blogging strategy.

Eventually, after implementing the feedback, the influencers couldn't resist sharing it. They themselves asked for the blog link to share with their own community. And as a result, Groove's blog went viral, and it boosted their readership.

Takeaway: Don’t fear promoting your blog. But, respect other’s time. Provide value and people will be happy to share your content.

Now you know how to create a blog read by millions

Blogging isn’t easy. But, if you follow a process that has already resulted in millions of readers, you’ll blog like a pro in no time.

Now you know that process. Use this guide as a head start to start your SaaS blogging journey.

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