How To Optimize Your Content Marketing Strategy With Len Markidan From GrooveHQ [AMP 051]
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- Groove HQ’s rough start and how Len and his team found the problems.
- Why the best story to tell, is your story.
- The winning framework Len uses to create Groove HQ’s content.
- How your audience can help you find the right content.
- The best method to create content with a team.
- "Hire people that you can trust, pick a tool that you trust and just keep everybody on the same page, and then back off."
- "You have to give each blog enough oxygen and attention to succeed, otherwise it’s going to be very obvious in your results which one you're treating as a secondary blog."
- "We had a product, but we didn’t really have a thoughtful or effective marketing strategy at all."
How To Optimize Your Content Marketing Strategy With Len Markidan From GrooveHQ
Click To TweetTranscript:
How do you move from creating content nobody cares about to the stuff people can’t wait to consume? Can content actually generate positive ROI and even become a lifeline if your company is in a cash crunch, or should you change your entire approach to content marketing altogether? The answers to these questions and more, we talked with Len Markidan who runs marketing at Groove HQ, a help desk software company with world class content marketing results. Now, let’s get into Nathan’s conversation with Len to find out. Nathan: Alright Len, thanks so much for being on the podcast today. Len: Thanks for having me, it’s an honor. Nathan: It’s an honor to have you. I know we were talking before we got on the show, but at CoSchedule, we’ve been looking up to what you guys have been doing at Groove for a long time as far as marketing goes and how you guys are developing your software. I guess just to kick this off, could you tell me a little bit about Groove and what you do there? Len: Sure thing. Groove is a software company. We sell a tool that makes it easier for teams to manage customer support emails. We also help businesses succeed at content marketing with a blog, and also a program that we sell called Content Marketing Mastery. I run the marketing team there. Nathan: To get started, those two things seem really interestingly different. You do content marketing and you do support sort of things. Could you tell me that story? Groove has a really interesting story with the early content that you were publishing. Could you share that with me? Len: Sure. You're right, the early story is the reason that we do both of those things today. When we first launched the company, this is six years ago now, we weren’t doing very well. We had a product, but we didn’t really have a thoughtful or effective marketing strategy at all. We thought we were doing content marketing, but really what we were doing is publishing posts like Five Great Things About Our Helpdesk. You’ve seen this kind of content, the kind that just absolutely nobody cares to read about. Obviously, this wasn’t succeeding. We were looking around, we were looking at HubSpot, we were looking at Unbounce, we were looking at Kiss Metrics, we were looking at all of these SaaS companies that were absolutely killing it with content marketing.
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