8 costly SaaS content marketing mistakes that kill ROI (and how to fix them)

The best thing since sliced bread? For SaaS, it’s content marketing. Done right, it turns your prospects into loyal customers. And drives serious revenue without the hard sell.  Yet many SaaS marketers are missing the mark. 

For instance, last Q4, I worked with a brand that published 45+ blog posts in one month, chasing traffic. Yes, they got clicks – lots of them, but not a single qualified lead. And they're far from being the only ones.

What's more? According to the CMI's 2025 report, only 29% of B2B marketers say their content efforts are effective.  Worse, over 50% can't get readers to take action, not even a demo request.

So, what's going on? It often comes down to avoidable mistakes, like chasing volume over quality, confusing traffic with conversions, etc. These fumbles don't just waste your budget, they ruin your company's reputation and drive potential customers to your competitors.

So, let's change that. In this article, I'll break down eight costly SaaS content marketing mistakes and how to fix them – so you can maximise your content's ROI.

Common SaaS content marketing mistakes killing your ROI and their fixes

First off, here's an overview of the content marketing mistakes for SaaS I'll be covering in this article.

• No content roadmap 

• Chasing numbers over customers 

• Being too self-centred in content

• Doing “more content” instead of “better content”

• Treating distribution and Promotion as an afterthought 

• Letting old content rot 

• Playing it safe 

• Neglecting existing customers 
  

Now, let's discuss these mistakes in detail and how you can fix them.

Mistake 1: No content roadmap

Imagine landing in L.A for the first time – no map, no plan, no clue where to go. You grab your bags, step out of the airport, and just hope for the best. That's what SaaS content marketing feels like without a strategy. You burn out quickly, attract the wrong audience, and risk churning your existing customers.

Unfortunately, this is a common theme. In fact, only 40% of marketers have a documented content strategy. As Adam Garcia, Founder of the Stock Dork, says, "Too many SaaS brands head in without a focused plan." That results in content that “misses the mark.”

How to fix this mistake 

a. Define your content goals

To create an effective content marketing strategy, you need to define your goals. Have a “why” behind every piece of content you create. Your goal could be demo signups, conversions, or retention.

In essence, every piece of content on your content calendar should tie back to a business goal. Nail that, and you are off to a strong start.

b. Audit existing content 

Before creating new content, audit your content to see what you already have. 

Use tools like Google Analytics and Semrush's site audit to: 

• Spot high and low-performing pages 

• Identify content gaps and outdated info

• Understand audience behaviour 

• Find thin or duplicate content 

Once you know what's working and what isn't – scaling becomes easier.

Resource: Ease the process with this content audit template from Semrush. Enjoy!

c. Plan your content formats 

No, blog posts alone don't equal content marketing. They are valuable, yes, but they're just a piece of the puzzle.

Consider other SaaS content formats like:

• Whitepapers 

• Case studies 

• Interactive content 

• Ebooks

• Infographics 

• Long-form content

• Videos 
  

Also, remember to produce valuable content for each customer journey stage, e.g., let's say you run a project management tool called ProNim.  You should begin with awareness content like “Why Your Team Struggles to Meet Deadlines.” Then, for consideration, follow with comparison posts like ProNim vs. Asana. And lastly, customer testimonials for the decision stage. Notion is one SaaS brand that nails this by offering content for every stage of the journey.

Mistake 2: Chasing numbers over customers 

Hitting the #1 page on Google, racking up video views, and driving 100k website clicks – it all feels exciting. 

These metrics look good and deliver that instant gratification. But should they be the main focus?

Don't get me wrong – vanity metrics aren't inherently bad (I'd argue they're subjective). Besides, there's a problem if your traffic stays stagnant – year after year, right? 

Now, the real problem is losing sight of your actual content marketing goals. For instance, you are marketing a time management software for remote teams. Your goal is to drive more signups. So, you target broad ToFu keywords like “How to manage your time properly”.

As expected, that led to a surge in traffic – great. But instead of guiding those leads further down the funnel, you double down on more ToFu content. The result? An audience with zero intention of subscribing to your software.

Sure, your traffic skyrockets. Your website visits increased 10x. But you have zero revenue to show for it – hello, wasted marketing efforts. Those numbers mean nothing if they don't move the needle on your business goals.

How to fix this mistake

Before you hit “record” or start writing your next piece, ask yourself: “What do I want this content to achieve?”

Sure, this can get tricky, especially when you're juggling content for multiple funnel stages. That's why I recommend tracking specific metrics per stage.

 Here's a simple breakdown:

Mistake 3: Being too self-centered in content

This mistake is far too common among SaaS marketers. Andrew Lokenauth, Founder of BeFluentInFinance, calls it the “feature obsession.” He says:

And honestly? I get it. When your software has advanced features, it's tempting to flaunt them. 

But the truth is your prospects don't care. E.g. say your product offers “AI-powered automation.” Your audience might go, “So what?” And no, that's not hate – they are only being human. Your potential customers care more about solving their problems, and that's entirely fair.

As Harvard marketing professor Theodore Levitt famously puts it:

In other words, it's not what your product does – it’s what it helps them do. 

How to fix this mistake

a. Understand your potential customers’ challenges 

Start with real problems your customers are genuinely struggling with. Don't assume - ask questions. Most times, the actual pain points aren't always obvious.

So, talk to your current customers and ask them:

• “What problems led you to try our software?”

• “ What results have you seen since using it?”

• “Why did you choose us over other tools?”
  

b. Map features to outcomes 

Once you understand those challenges, translate your features into outcomes. Your messaging should say, “We understand your challenges. Here's how we solve them.” Instead of:

• Feature-led: “Our CRM offers AI-driven automation”.

Say:

• Outcome-led: “Our CRM tracks lead, sends follow-ups, and keeps your pipeline moving. So, your team closes more deals faster.”
  

See the difference? One describes. The other demonstrates –  making your prospects go, “Aha, that's exactly what I need.”

c. Use customer success stories to prove value

Your customer experience is your best bet at proving your product's value. So, turn their experience into user-generated content like case studies and testimonials.

Instead of: 

• “Our CRM offers AI automation.”

Say:

• “Company X cut response times by 50% and boosted conversions by 30% after automating follow-ups with our AI-powered CRM.”
  

That's real. That's relatable. And that's what converts. I'm not saying features don't matter – of course, they do. But when getting on your target audience’s radar, lead with outcomes first.

Mistake 4: Doing “more content” instead of “better content”

A content lead once told me, “We expect three blogs per writer weekly.” That's 36 posts monthly – for a team of three.

Now, publishing that much isn't bad. In fact, Ahrefs drops 30 – 50 blogs monthly and still maintains top-tier quality.

The problem? It's creating content to tick a box. When I checked this team's blog, I found that it was packed with content that included:

• Outdated info and broken links

• Poor structure and readability 

• Overly promotional language 
  

And they're not alone. Many SaaS marketers fall into the same trap of assuming quantity > quality. The result? Shallow, generic content.

As Neil Patel puts it:

Take ExplodingTopics, for example. They publish fewer blog posts yet attract 600K+ monthly visitors. Why? High-quality content. 

Now, this doesn't mean you should go silent for weeks. Instead, find a way to balance consistency with quality.

How to fix this mistake 

a. Decide on a content output plan

How much content can your team produce well monthly? 

You should consider your:

• Team size

• Workflow 

• SME access

• Budget

 Then, decide on a volume that doesn't sacrifice quality.

b. Design a standard publishing checklist 

Before anything goes live, ask: 

• Are claims backed by data or expert sources?

• Does it solve a real customer problem?

• Are we adding unique value or repeating what's already out there?
  

c. Invest in SMEs

Want deeper, more credible content? Bring in SMEs. You can source:

• Internal SMEs (e.g., product managers) for insider knowledge

• External experts for fresh, third-party insights 
  

d. Focus on high-intent keywords 

Don't just chase high-volume keywords; focus on terms with commercial intent, too, e.g. “best project management tool for remote teams." That way, you attract visitors with buying intent.

e. Use data-driven insights 

Don't assume quality; instead, track your content performance. 

Ask yourself:

• What do our top-performing posts have in common?

• What's missing in low-performing ones? Is it depth or structure?
  

Then, double down on what is working. And fix what isn't.

Mistake 5: Treating content distribution and promotion as an afterthought

You have created in-depth, valuable content – great. But that's only half the job. Yet, many SaaS brands still treat content marketing as a “publish and pray” game. They hit publish and hope for the best.

I can't stress enough how much a recipe for disaster that is.

Honestly? No matter how good your content is –  if no one sees it, it won't drive results.

That's why I agree with SaaS Fractional CMO, Oren Greenberg, who said,

“A good enough content that reaches the right audience is far more effective than a perfectly written article that nobody sees.” In other words, visibility beats perfection. Your content should show up where your target audience notices, interacts, and converts.

Priyanka Prajapati, Digital Marketer at BrainSpate, also said it well: 

“Creating content isn’t enough – you need a strategy to get it in front of the right people.”

How to fix this mistake 

a. Plan distribution alongside content creation 

Distribution should be a part of your content creation processes. Ask yourself: Where do my prospects hang out, and how can I meet them there?

Here are three core distribution channels you should consider:

b. Repurpose 

Your content won't fit every channel as-is – and that's where repurposing comes in. It helps you get more ROI from each piece –  while matching your diverse audience preferences.

So, you should turn:

• Blog posts into LinkedIn carousels, X threads, and YouTube videos. 

• Long-form content into infographics, email series, and short-form videos.

  
  

Buffer does this well. An example is when they turned a blog post on an AI chatbot into an Instagram carousel.

Note: you don't need to be everywhere – Be where your audience is most active. 

Mistake 6: Letting old content rot 

This is another common trap, especially among SaaS marketers with large content volumes. The truth is, not every content piece is evergreen. Even your best-performing ones can lose momentum over time.

As Paul DeMott, CTO at Helium SEO, puts it:

 “Content isn't a ‘set it and forget it’ deal. SaaS brands should tend to it like a garden: water, prune, and plant new seeds regularly.”

Think about it:

• A 2019 blog post with old stats in 2025? Outdated.

• A post mentioning “basic automation” when your tool now uses AI? Misleading.
  

Even worse, if your competitors actively refresh their content while yours sits still, guess who your prospects (and Google) will favour?

How to fix this mistake 

a. Identify what needs updating

Not all content requires a refresh. You should focus on content that: 

• Is losing traffic or rankings 

• Contains outdated stats or references 

• Undersells your software's current features 

• No longer aligns with your ideal customers 
  

Now, manually auditing a huge content library?– that's time-consuming. That's where tools like Animalz Revive come in. And let me tell you, it's a game-changer.

Here's how to use it:

• Visit revive.animalz.co

• Connect your Google Analytics account 

• Voilà! Revive scans your site and sends a detailed CSV report with decaying content. 
  

Best part? It's completely free!

b. Update strategically 

Once you have identified content to update, focus on:

• Replacing old info and stats 

• Highlighting new product features 

• Improving structure, linking, and SEO 

  
  

Tip: Use Google Search Console and Google Analytics to track impact after content updates.

Mistake 7. Playing it safe

“Don't reinvent the wheel.” Sure – but don't play small, either. Too many SaaS brands recycle the same ideas and formats. 

And the result? They blend into the crowd. The truth is, there are gazillions of SaaS companies offering similar services as yours. So, playing it safe won't get you anywhere.

Having a great product alone won't cut it, either. You need to differentiate your messaging. Have a unique POV. And you need to take bold, unexpected angles. Because beyond driving conversions, your content should build lasting relationships with your customers.

As George Chasiotis, Founder of Minutia, puts it: “ SaaS is highly commoditised in most categories. Take risks and try to do things differently.”

How to fix this mistake:

a. Define (or refine) your brand's POV

Your POV should help you stand out. This can be by challenging industry norms or spotlighting a perspective others ignore.

Example: A customer success platform might say, “Customer success should start before the first demo - not after onboarding.”

That's bold and challenges the status quo – making them memorable.

b. Talk to your customers – again

Safe content often comes from being disconnected from your users. So, close the gap by talking to them.

Use your customer insights to identify fresh angles and non-obvious pain points your competitors haven't touched.

c. Experiment more

Your audience craves authenticity. So, don't be afraid to break the format. Try:

• “We tried X for 30 days – here's what happened.” 

• Data-backed opinion pieces.

• Authentic content

• Honest comparisons and internal experiments.

• Customer stories that don't follow the typical “hero's journey ” arc.

  
  

As Corina Tham, Sales Director at CheapForexVPS, says: 

“Always test. The SaaS audience evolves fast, and sticking to rigid plans is a recipe for stagnation.” In essence, craft narratives that build customer trust and humanise your brand. 

Mistake 8: Not creating content for existing customers 

Let's be honest: Most SaaS brands obsess over acquisition and forget the customers they've already converted.

Say your habit tracking software hit 1,000 new sign-ups – yay.  But your Q2 goal is 10,000 signups, so your team shifts all focus to meet that.

Is that smart? Maybe. But is the strategy complete? Not even close. Sure, top-of-funnel content helps fill your pipeline. 

But what happens after they sign up?

Those 1,000 users still need guidance, education, and support – through content. Without it, they get stuck, disengaged, and eventually churn.

How to fix this mistake 

• Create advanced tutorials, how-to videos, and product walkthroughs.

• Work with your customer success team to identify frequent user questions.

• Interview active (and inactive) users to uncover friction points.

• Turn those insights into helpful content that drives activation, adoption, and retention.

The bottom line is, yes, acquisition brings growth. But customer retention is what makes it sustainable.

My final words 

SaaS content marketing isn't exactly a breeze. It takes time, money, and serious brain power. So, it only makes sense that all those marketing efforts pay off and not get sabotaged by avoidable fumbles.

If you are not making any of these SaaS content marketing mistakes – fantastic! Keep going. And if you are, don't sweat it. Now you are aware and have got all it takes to fix them. 

Rooting for you!

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