If you have a SaaS company, I’m pretty sure you have a blog too. 

And let’s be honest, I get it. 

As a marketer, I do agree one of the best ways to share what your product is capable of is through SaaS blogs. 

But despite the potential of SaaS blogs, why is it that most companies struggle to drive business outcomes out of it? 

In my 13 years of experience at running content marketing strategies for B2B SaaS companies, here are some of the most common mistakes I’ve noticed. 

And to save you time (and the burn), I’m also going to share the fixes. 

Common SaaS blog mistakes and how to fix them 

Some of these might hurt, but look inward and find the strategy fault before it costs you resource burn that requires shutting down the entire marketing department. 

1. No clear ICP or jobs-to-be-done 

Writing for ‘anyone with a pulse’ dilutes the signal you want to send as a SaaS company. 

If your SaaS blogs read like generic advice that speaks to all, it seems like it is ripped off from several internet sources and just reworded. And we all know how easy rewriting or rewording is with AI tools. 

The very first sign of this problem is a very high bounce rate and low conversion or micro-conversion rate (think subscriptions). 

The fix – I always recommend narrowing down who you write SaaS blogs for. While they may seem like limiting yourself, you’ll actually be creating content that someone cares about. Here’s a general framework to follow: 

• Document 1-2 ICPs for your SaaS company 
• Describe 3-5 core jobs 
• Identify their triggers/ pains per job 
• Map every post to one job + one stage (problem → solution → product) 
• And while you’re at it, kill or rewrite content that you can’t map 

2. Overdoing TOFU while ignoring MOFU/ BOFU 

You know the fastest way to increase traffic on a SaaS blog? 

Write top-of-the-funnel content because it addresses a wider audience. And well, it’s also a quick win for most. 

But writing another article on ‘what is x’ is never going to connect to the product or how it can be used by the different ICPs you’re targeting. 

The biggest symptom of this mistake is inflated traffic and a very tiny pipeline. 

The fix – This may ruffle a few feathers, but narrow down your targeting a bit and think about those who are actually going to use your SaaS product. Then follow this simple SaaS blog planning framework: 

• Maintain a 40/40/20 mix (MOFU/ BOFU/ TOFU) 
• Add comparison pages, ROI posts, teardown case studies, how to guides and implementation checklists 

3. No clear content tilt, POV or expertise 

Call it what you like – but if you have nothing unique to say, your SaaS blog is just adding noise to the digital landscape. 

This has become all too common because most B2B SaaS companies are scaling blog content with AI or freelancers without SME input. 

And the first sign of it hampering your growth are generic, paraphrased summaries across your blog. 

The fix – This might take time to implement and maybe even receive a few pushbacks, but build an SME process. Here’s what you should include in your SaaS blog writing process: 

• 30-45 min stakeholder interviews (even if it is bi-weekly or monthly) 
• Internal data mining 
• Customer quotes and testimonials 
• Contrarian takes 

As a general rule, require at least one owned insight, dataset or framework per post. That’s what will make your content stand out. 

4. Weak ‘path to value’ inside articles 

Another reason why SaaS blogs fail is because the content teaches about the problem, but does not walk the reader through to the solution. 

Imagine me telling you why your blog’s failing but forgetting to share the fixes I recommend to B2B SaaS companies. Pretty frustrating, right? 

So if your readers are nodding along (high session time), but not taking action (low conversions), you’re facing this issue. 

The fix – I like to recommend making your content easy to read, follow and take action on. This is what I’d add to your SaaS blogs: 

• Teach with screenshots 
• Include mini SOPs, decision trees and ‘do this next’ blocks 
• Show the task in your product (gif/ screenshot) 
• Offer 1-click templates to replicate 

5. CTAs are vague, mismatched or invisible 

If you have been pushing for subscriptions, demos or sign ups constantly across all your SaaS blogs, you’re going very wrong. 

One-size-fits-none. 

It’s almost like asking everyone to buy the same size of jeans! 

The fix – It’s actually much simpler than you think. Break your call-to-actions based on micro and macro actions you’d like your target audience to take. Intent matched CTAs can look like the following: 

• TOFU – checklist, template, Notion pack, online calculator 
• MOFU – industry benchmark report, evaluation matrix, implementation guide 
• BOFU – ROI calculator, live sandbox, case studies 

But of course, you can get creative. Just ensure your CTA is not vague and is relevant to the topic of the SaaS blog. 

6. Offers don’t reduce the buying risk 

What if I asked you to subscribe to my blog without really building any rapport with you? 

Would you do it? Probably not. 

If your SaaS blogs are too pushy on demos and sign up for free trials, you’re not providing stepping stones – you’re actually just being a little too ‘not flexible’. And that works for no one! 

The fix – Think of the small steps you can ask someone to take to explore your SaaS product. Add low-friction offers like: 

• Interactive tours 
• Self-serve ROI estimates 
• 15-minute actionable checklist 
• 7-day use-case sprint with success criteria 

7. Content and product are divorced 

If you have high time-on-page, but low activation, then your SaaS blogs are far too detached from the product. 

If your SaaS blogs build no narrative bridge from idea → workflow → product, you’re losing out on the chance to help readers visualize how you address their challenges. 

The fix – For each post, include: 

• The manual way 
• The failure points 
• The ‘product-assisted way’ with 2-3 clicks shown 

Basically, show them the before and after every change you get; at the same time, don’t overdo it either. 

8. Thin proof of concept/ success 

If your SaaS blogs make claims without evidence, you’re convincing no one. 

You’re just stalling trust and that means – slower conversions through your SaaS blogs. 

The fix – This one is almost the simplest to address. Here are some of my favorite ways: 

• Insert micro-proof near claims (screenshots, customer testimonials, mini case study snapshots, etc) 
• Include method notes on how the results were achieved 

9. No content cluster strategy (and cannibalization) 

If you’ve ever spoken to me, you probably know how important pillar-clusters are to me. They lay the foundation for every marketing strategy I work on with my team. 

The quickest symptom I catch of this mistake is seeing multiple posts compete for the same term. In fact, another sign is seeing the SaaS company’s rankings plateau. 

This usually happens due to random ideation and no consolidation. Also a result of the various requests that marketing teams get from stakeholders and various other departments. 

The fix – Well, if we were on a call right now, I’d recommend the following: 

• Build pillars → clusters (or create content mind maps)
• One pillar explainer + deep use case posts, alternatives, ROI, integration how-tos 
• Consolidate cannibal posts 
• Use internal links with descriptive anchors to guide the crawl and the reader 

10. Poor internal linking for conversion 

If each of your SaaS blog posts are dead-ends, your strategy is going to fail you – no matter how good the content. 

Your links should not be SEO-only. They need to be more journey-aware. 

The fix – Don’t assume the reader knows what to do next. Create content journeys. Here are some ways to do it: 

• Add ‘next best step’ boxes (link to another guide, a template, workflow, etc) 
• Use breadcrumb-like trails inside content 

11. Blog template hurts conversions 

Have you seen those SaaS blogs that look absolutely gorgeous? 

Minimal look with content center-aligned and the images boxed in galleries? 

Well, they may be beautiful but they are leaky in most cases – because in the zeal to make it beautiful, CTAs are below the fold, there is weak contrast, tiny type and slow load issues in the backdrop. 

The fix – Here’s a simple CRO checklist I like to follow and that you can implement without the biggest overhauling of the SaaS blog interface: 

• Hero summary with TLDR and primary CTA 
• TOC that pins on scroll 
• Related resource CTA (after section 2) 
• Right rail: proof pack + scheduler 
• Sticky footer 
• Page speed < 2.5s (you know this one) 
• Mobile first, readable font size (you know this one too) 

12. No content distribution engine 

Just publishing more content on your SaaS blog isn’t going to work. 

Especially now. Because there is far too much competition with AI writing tools becoming far too accessible. 

Stop publishing and praying for the traffic to come in through organic searches. Start working on how you take the content to your audience. 

The fix – Here’s how I recommend making your SaaS blogs work: 

• Ship a distribution SOP 
• This could include emails, social media snippets, community posts, partner swaps
• Create a repurposing guide/ template for other departments 

13. Stale, decaying content 

You’ve been publishing a lot of content on your SaaS blog. But have you ever wondered just how much of it is now old, outdated, stale, redundant…you get the point. 

If you have been seeing your rankings fall for the keywords that were driving traffic for you – content decay is the problem. 

The fix – Your content marketing strategy should include a refresh/ update cadence too; you can do this monthly or quarterly with a ‘decay report’. Once old content is identified: 

• Update stats 
• Add screenshots 
• Update internal links 
• Consolidate blogs 
• Date your updates in the hero 

14. Content isn’t aligned to sales objections 

Does your sales team always come around with complaints about the content not helping? 

Well, it’s a deeper problem than the usual marketing vs sales battle. 

If the reps have to repeat the same answers over and over again, then your SaaS blog is probably operating in a silo. 

The fix – Cross-team collaboration should become a must. Here’s how this helps: 

• Harvest top 10 objections 
• Create posts addressing each with proof and a short video 
• Arm reps with links 
• Measure use → win rate (after all, you are creating content for conversions) 

15. Gating is all-or-nothing 

If you’re seeing a lot of form fills or periods of receiving absolutely no data, you have a gating problem. 

More specifically, you’re either over-gating or under-gating the resources published on the SaaS blog. 

The fix – Think about your ICP and why they’d feel the need to share their details with you. Then: 

• Use progressive disclosure 
• Ungated post → gated editable assets → ungated video → invite to a discovery call 
• Keep forms <5 fields; offer Google/ LinkedIn one-tap fill 

16. Mis-measured impact (last-click bias) 

“Our blogs are not working.” 

If you have been hearing or saying this a lot lately, you probably consider only demo form submits or free trials as success. 

And that’s just – unfair. 

The fix – Track assisted conversions. This includes: 

• Content touches in won deals 
• Post-view demo rates 
• Velocity by content exposure 

Build a UTM and content grouping taxonomy, and adopt a simple multi-touch model in your CRM. This is tougher than last-click attribution and that’s why most SaaS companies just choose to blame their marketing teams instead. 

17. No nurturing of the blog traffic 

If your SaaS blogs are simply targeting driving more traffic, you’re losing out on BIG opportunities. 

Readers are your nurturable prospects. 

But in most cases, I see no pixels set up on SaaS blogs. No pixels → no retargeting or remarketing → no sequences → no conversions ever. 

The fix – Firstly, set up the pixel on your SaaS blog – please. Then: 

• Retarget readers with the next MOFU asset
• Trigger email nurture based on category and point of subscription 

18. Weak author credibility 

Anonymous bylines or none at all can reduce trust – unless of course your company has been around for years in the ecosystem. 

If you want to drive results faster from SaaS blogs, give your content real identity. After all, humans buy from humans. 

The fix – You don’t have to spend years building reputation on a persona. You can just: 

• Use real SMEs as authors 
• Link to LinkedIn 
• Add credentials 
• End with ‘how we can help’ that is tailored to the post topic 

19. Your post formats are boring 

If you’re creating long scroll walls, you’re losing the game. 

In times when we’re looking for quick answers from AI, you need to optimize for quick wins and scan-reading. 

The fix – Keep your formatting simple. Here are some golden rules to follow: 

• Tight intros 
• Scannable H2s and H3s 
• Numbered steps or bullet points 
• Clear callouts 
• Summary boxes 
• Quick summary or TLDR 

Conclusion

Creating SaaS blogs is easy. 

But getting your content to work towards fulfilling your business objectives, often takes a little more time than just prompting AI to write a post for you. 

If you’re making these mistakes in your SaaS blogs, it’s time to go back to the whiteboard and rework your strategy. 

And if you need help, reach out to me for a strategy discussion.