Readers are getting savvier by the minute, good content might give you a sale here or there, but great content will get your users to share content with those who are already in the buying stage.

As with all content marketing, you cannot afford to sell a customer until you’ve developed a trusted relationship with them.  Once they trust you, customers are more than willing to let your offer in.

And Groupon being in the business it is will need to employ people for sales copy. Nothing amazing or different about it. Actually, Groupon page/ newsletter focuses more on offer [50% off or whatever]. Would content sell without the offer?

They are not in the same league as say Hubspot. And, especially in B2C segment, there doesn’t seem to any evidence that people scout or prefer great content vs. great offer.