The biggest problem with B2B SaaS content is that it completely misses the one crucial point – your buyer isn’t searching for content, they’re looking for solutions. 

Or let’s just say, relief. 

And your content is meant to lead them to it. 

In this post, I’m going to tell you how to turn customer pain points into high-performing content. 

Yes, this also addresses the problem of you not being able to drive conversions from SaaS blogs. 

Firstly, what is a pain point? 

A customer pain point refers to a specific problem, challenge or frustration that your target audience encounters regularly. This includes roadblocks with their workflows, processes or goals that your software can solve. 

Unlike general ‘wants’ or ‘nice-to-haves’, pain points are pressing obstacles that directly impact efficiency, revenue, customer satisfaction and business growth. 

What are the common types of customer pain points in B2B SaaS 

Based on how I have helped SaaS companies define their target market and ICPs, here are some of the pain point categories to cover:

• Productivity pain points – Inefficiencies in workflows or current process. For example, sales team wasting hours manually recording insights from meetings instead of using a note-taker and CRM. 
• Financial pain points – High costs or low ROI from the solutions they’re currently using. For example, a business paying multiple tools to solve one problem vs choosing an all-in-one platform. 
• Process pain points – Broken or overly complex processes that impact the efficiency of the processes. For example, marketing teams struggling to align campaigns because of poor project management solutions. 
• Support pain points – Lack of timely help or expertise in implementing custom solutions. For example, customer service teams having slow ticket resolution rate due to poor helpdesk software customization. 
• Integration pain points – Difficulty connecting tools and systems. For example, HR teams struggling to manage salaries because their payroll system does not integrate with the employee management tool. 

Why identifying pain points matter for B2B SaaS content 

When you can lead your content marketing calendar with a set of high-intent keywords, why bother about pain points? 

Here’s why me and the team at Contensify do go the extra mile to get these insights: 

1. Makes your content customer-centric 

Too many SaaS blogs talk about trends and features in isolation. But buyers don’t care about features – they care about how you solve their problems. 

When you anchor content around customer pain points, it speaks directly to the challenges your ICP faces. This makes it more relatable and valuable. 

For example, instead of writing ‘top 5 CRM features’, write a content piece around ‘how sales teams can stop losing leads to manual follow-ups’. 

See what I did there? 

2. Drives qualified traffic and leads 

Pain-point driven content aligns closely with search intent. 

Your readers Google their problems – sometimes aware and other times, unaware of the solutions available to them. For example, “best way to record meeting conversations” or “how to save time creating weekly project sprints”. 

Addressing the struggles directly increases your chances of ranking and attracting the right audience. This is especially important in the times of us GPT-ing solutions. 

3. Builds authority and trust 

When you consistently publish content that nails the exact struggles of your audience, it shows you ‘understand’ them. 

That empathy then shows through the content you write, builds trust and positions you as an expert → making your SaaS the more natural solution they’d opt for when seeking a solution. 

4. Supports the buyer’s journey 

Each pain point actually maps to different stages of the buyer’s journey. If you want to guide your audience through the funnel – from awareness to purchase, tie content to pain points. 

• Awareness – prospect realises they have a problem 
• Consideration – they’re exploring solutions to solve it 
• Decision – they’re comparing tools/ solutions available 

5. Improves conversions (not just clicks) 

Most SaaS content is designed to drive in traffic. But if you want to encourage readers to take action, address pain points directly. 

When a prospect sees their challenge reflected in your content, and you offer a clear solution, they become more likely to subscribe for updates, book a demo, sign up for a trial or even download a resource. 

6. Shapes stronger product positioning 

When you start writing around pain points, you’re not just creating content. 

You’re reinforcing your SaaS’s value proposition. It naturally ties your product back to the “jobs to be done” and differentiates you from the feature-heavy but empathy-light competitors. 

It’s one of my favorite hacks to create a market for products that have much stronger competitors. 

Step-by-step on how to turn customer pain points into high-performing content 

Here’s the exact framework we like to use at Contensify to create pain-point content: 

1. Collect credible inputs 

Start by pulling 7-14 days of customer support tickets, chat logs and NPS verbatims. This gives you insight into the raw pain-point log that your target audience comes to you with. 

2. Add frontline intel 

Based on the insights gathered above, conduct short interviews with AEs/ CSMs. Skim through their win/ loss notes and capture exact buyer phrases and objections. 

3. Scan external signals 

Review G2/ Capterra reviews, competitor FAQs and community threads. Save recurring quotes, notes and other signals in a swipe file. Don’t forget to also do this for your own product! 

4. Cluster the pains 

Yes, I’m talking about the pillar-cluster strategy again. 

Group by ICP (ideal customer profile/ persona), JTBD (jobs to be done) and funnel stage (problem → solution → product). This will help you achieve a pain-point matrix, prioritizing what you need to focus on first. 

5. Prioritize what to tackle 

I call this scoring or assigning weight to your pillars and clusters. Here’s a simple formula you can use to calculate the Cluster Score: Frequency (1-5) x Deal Impact (1-5) x Differentiation (1-5). 

To streamline your marketing efforts, ship the top 5 first. 

6. Turn pain points into angles 

For each pain point identified, I recommend mapping problem → stakes → desired outcome → how we help. 

The ‘how we help’ can be presented in the form of a short blog, how-to guide, video, or even an ebook. But to start with, you should have a 1-page brief per pain point that can also serve as a guideline for your team. 

7. Match format to intent 

Remember SaaS content isn’t just about writing more blogs. Based on your target audience and their intent, you need to diversify the formats used. For example: 

• Problem-aware – playbooks, checklists, benchmarks 
• Solution-aware – comparisons, ROI calculators, build vs buy 
• Product-aware – case studies, integration guides, onboarding how-tos 
• Sales enablement – one-pagers, battlecards, objection handlers 

8. Build SEO into the brief 

While you’re writing the content, ensure you find keywords around the pain point too. Confirm SERP content type, outline H2/H3s, add internal links and schema. 

The goal is to create a piece that is not just loved by your audience, but is also discoverable by the search engine. 

9. Product with proof 

Ensure you add customer quotes/ testimonials, numbers, screenshots, short demos and before/ after visuals. You should add clear CTAs as well that are relevant to the topic to guide your reader to the next step. 

10. Distribute and measure, then iterate 

Ensure that once a content piece is published, it gets distributed across all your customer touchpoints. 

• Owned channels → Website, email, sales decks.
• Earned → Communities, guest posts, PR mentions.
• Paid → Retargeting ads, LinkedIn sponsored posts.
• Internal enablement → Sales playbooks, onboarding docs.

Track the performance of this content piece closely – from traffic, engagement rate, pipeline influenced, win rate lift, time-to-close and similar metrics based on the format. Then create a cycle to refresh it with new insights. 

Quick questions to identify pain points for B2B SaaS 

I know this task can go completely out of hand and result in hours of meetings or documentation. Streamline the process by using some of these questions: 

Sales Team (frontline with prospects)

1. What are the top 3 objections you hear most often during demos or discovery calls?
2. Which pain points usually push prospects to start searching for solutions like ours?
3. What problems do we solve that make a prospect choose us over a competitor?
4. Where in the sales cycle do deals usually stall and what reason do prospects give?
5. Can you recall a recent win/loss where the customer’s main struggle was very clear? What was it?

Support/Customer Success Team (frontline with existing users)

1. What are the most common issues or frustrations customers raise in tickets or chats?
2. Which workflows or features do customers struggle to understand or adopt quickly?
3. What recurring “how do I…?” questions do you hear that could be solved with better content?
4. Which problems, if left unresolved, cause the most risk of churn or downgrade?
5. Are there any customer hacks/workarounds you’ve seen that point to unmet needs?

Product Team (strategic view of gaps and roadmap)

1. Which customer requests or complaints come up most often in product feedback?
2. What use cases are customers trying to solve that our product isn’t addressing fully yet?
3. What differentiators do we believe matter most but prospects/users don’t seem to understand?
4. Which competitors are customers comparing us with, and why?
5. What upcoming product improvements directly address customer pain points and how should we communicate them?

Common pitfalls to avoid in pain-point B2B SaaS content 

While you’re starting out with content, here are some pitfalls I recommend avoiding: 

• Vague problems and general fixes – Unless a problem is absolutely crystal clear, you don’t need to address it. Move it down in the list to work on and find more insights around so that you can come with specific fixes. 
• Content that teaches about but not through the solution – Your content should create a journey for the reader; from awareness to conversion. So don’t just throw the solution at them; give them step by step to achieve the final outcome. 
• Adding too many cooks to the kitchen – Yes, you need insights pouring in from different departments but put a cap on just how many people are adding to the recipe. Identify only key stakeholders per department, streamline the questions asked and put a deadline on the task. 

Conclusion 

Everyone’s creating content in SaaS. 

If you want content to turn into a growth engine, I recommend narrowing down who you address and with what. 

That’s where pain-point content comes in. 

Unsure how you can address pain points and still make it to the search engines for the right keywords? 

Let’s talk about strategy.