Content marketing is the one growth strategy that compounds over time. But here’s the problem: many SaaS companies treat it like a PPC campaign. If they don’t see immediate traffic spikes, they often assume content ‘doesn’t work’ and move on.
This short-term mindset is why so many SaaS brands abandon content before it can deliver real results. The truth? Content isn’t a sprint; it’s an asset that grows in value if you do it right.
So why do so many companies get it wrong? In this blog, we’ll break down the reasons why SaaS companies fail at content marketing and some actionable strategies. 🎯
Common Reasons SaaS Companies Struggle with Content Marketing
If content marketing were as simple as publishing a few blogs and waiting for leads, every SaaS company would thrive.
But successful content marketing isn’t just about creating content—it’s about making the right content for the right audience with the right strategy. And that’s where many SaaS companies hit roadblocks.
Let’s look at some reasons why companies struggle with content marketing:
Lack of strategy = lack of results
Many SaaS companies jump into content marketing without a real plan. They crank out blog posts on whatever seems relevant that week, post inconsistently, and hope something sticks.
The result? A content library that’s scattered, unfocused, and ineffective.
How to fix it? Here are some tips:
✅Define your audience: Who are you really speaking to? Get specific. Think beyond ‘decision-makers’ and map out real personas with pain points, goals, and content preferences
✅Set core content themes: Instead of writing about everything, focus on a few key areas that align with your product, audience needs, and industry trends. These themes should guide your entire content strategy
✅Plan with purpose: Create a content calendar that maps out topics, formats, and distribution channels before you start writing. Consistency beats volume every time
✅Measure what matters: Track engagement, conversions, and retention—not just traffic. High-traffic blogs that don’t drive signups or demos won’t move the needle
Promote your content!
Even the best content is worthless if no one sees it. Too many SaaS companies believe that simply publishing content will drive traffic—spoiler: it won’t. Relying solely on organic search is a risky bet.
To make your content work harder, you need to promote it. Send it out through email newsletters, social media posts, and even consider paid ads to amplify reach. Collaborating with partners or industry influencers can help spread the word and expand your audience.
🚨Fact Alert! Content marketing dates back to the early 1700s. Benjamin Franklin first published the yearly Poor Richard’s Almanack to promote his printing business. In 1801, Bookstore Librarie Galignani employed creative content strategies to grow its business, including opening a reading room and printing a newspaper that featured articles from influential authors and books.
The content is too technical
When engineers or product teams take the lead on content, there’s depth but also jargon. The problem? If your audience can’t understand or relate to what you’re saying, they’ll leave.
Generating great content doesn’t mean dumbing things down but making complex ideas accessible. You want to keep the technical depth without overwhelming your readers.
Here’s how you can fix it:
✅ Know your reader’s baseline: Are they industry experts or decision-makers with limited technical knowledge? Tailor your content accordingly
✅ Use analogies and simple language: If a concept is complex, find a way to simplify it. Think of how you’d explain it to a smart friend outside the industry
✅ Structure for readability: Break up dense sections with bullet points, visuals, and clear subheadings. No one wants to dig through a wall of text
✅ Get a content translator: Pair your technical experts with content specialists who can refine the messaging while keeping it accurate
You cut corners on content
Quality content is an investment, and cutting corners won’t lead to success. Too often, SaaS companies treat content marketing like an afterthought or side project—leading to generic, poorly researched content that fails to make an impact.
If you want results, you need to invest. Hire skilled writers, designers, and marketers who know how to create content that stands out. It takes time, effort, and a budget, but high-quality content pays off in the long run.
🔍Did You Know? The phrase ‘content marketing’ was first used as early as 1997, when John F. Oppendahl led a roundtable for journalists at the American Society for Newspaper Editors.
Ignoring SEO? You’re missing out on traffic
If your content isn’t optimized for search engines, it’s essentially invisible. Too many SaaS companies focus on keywords directly tied to their product—completely overlooking what their audience is actually searching for.
Good SEO isn’t just about ranking for product terms. It’s about answering the questions your audience is asking and making sure they can find you.
Here are some actionable tips:
✅ Do your keyword research: Start by identifying long-tail keywords that reflect the specific problems your audience is trying to solve. Think beyond your product and dive into the pain points and needs of your ideal customer
✅ Optimize for intent: Don’t just stuff keywords into your content. Make sure it aligns with what people want to know and how they search
✅ Build backlinks: High-quality guest posts and strategic partnerships can help build backlinks and improve your domain authority
✅ Use on-page SEO best practices: Optimize your headlines, meta descriptions, and image alt texts to boost visibility
Think of the problem you’re solving
Too many SaaS companies make the mistake of focusing on product features. While those features might be impressive, they don’t matter to your audience if they don’t solve a real problem.
Instead of listing features, shift the spotlight to how your product helps users overcome their pain points. Share stories—customer success stories, case studies, and real-world examples—that demonstrate the tangible results your product delivers. That’s what captures attention and builds trust.
💡Pro Tip: Include call-to-actions (CTAs) in your content to prompt readers to engage further with your content. It can be something as simple as signing up for a newsletter or leaving comments.
Create Compelling Stories With 31 Cookies
The truth is that content marketing is a game of strategy, consistency, and smart investment. Don’t publish content for the sake of it; create valuable, targeted, and well-promoted content that speaks to your audience’s needs and problems.
If your SaaS company is ready to stop spinning your wheels and start seeing real results from content, it might be time to get expert help. That’s where we come in.
At 31 Cookies, we specialize in crafting content that not only resonates with your audience but also drives tangible outcomes. Let’s talk about how we can help your SaaS brand create content that connects, converts, and ultimately grows your business.
Contact 31Cookies today! ✔️
