The B2B SaaS Marketing Blog

How To Create B2B SaaS Content That Converts

by 

Areej Gutale

Last updated: April 4th, 2025

Many SEOs fixate on creating content that ranks and drives traffic, but what should you do when you achieve those goals and the content still isn’t contributing to revenue growth?

This is a very real problem that many SaaS marketers experience and the problem usually isn’t solved by simply adding or changing the CTA.

To drive conversions, your content must:

1. Attract prospects who match your ICP
2. Show how your product solves their problem
3. Provide the next step in the buyer journey

In this post, we’ll explain how to create content that converts by fulfilling each of these points and specific mistakes we commonly see in SaaS content strategies that cost conversions.

Common Mistakes That Hurts Content Marketing Efforts

Most SaaS content marketers we talk to know the basics – you need to create high quality, helpful content that’s optimized for the target keyword.

The reason your content marketing program is ineffective is likely due to one of the three mistakes we’ll outline below.  

Mistake 1: Prioritizing Traffic Over Commercial Intent

Traffic is usually the main metric used to measure a content marketing program. 

The only problem is that high volume keywords (which tend to generate more traffic) typically drive lower quality traffic.

While not always true, high volume keywords tend to attract readers that either:  

1. Don’t fit your ideal customer profile (ICP) and will never purchase your product. For example, your content may attract college students studying for an exam or regular consumers. 
2. Fit your ICP, but are at the top of the funnel and won’t convert for several months.

No matter how well you optimize the blog post to convert, it won’t drive conversions if it’s attracting the wrong audience or the right audience at the wrong buyer journey stage.

Instead of prioritizing traffic volume, we prioritize targeting keywords with high purchase intent. 

It’s also important to note that the keywords must align with pain points your product solves.

For example, your content may attract the right customer, but if you’re showing them how to solve a problem that your product doesn’t solve, it probably won’t convert very well.

Let’s say you offer influencer marketing software. If you have a blog post targeting the keyword “Instagram organic growth strategy,” some visitors might fit your ICP, but your product (which is designed for influencers) doesn’t solve their pain point. 

While you might be able to make the argument that readers should do paid influencer marketing, it probably won’t convert as well as ranking for the keyword “Instagram influencer growth strategy.”

Mistake 2: Creating New Content Rather Than Optimizing Existing Content

Most marketers know the obvious high value keywords they should rank for.

For example, if you’re marketing fundraising software, an obvious keyword you’re probably already targeting is “best fundraising software.”

However, just because you write a piece of content for that keyword doesn’t mean that it’s ranking for that keyword. 

We find that clients earn a higher ROI updating existing content targeting high value keywords (like “best fundraising content”) rather than creating new content for lower value keywords. It’s also easier to boost existing content in the SERPs than rank brand new content, as the existing content may already have some links. 

Instead, analyze the content that currently earns the most conversions and prioritize updating those posts rather than creating new content.

Mistake 3: Measuring Content Quality By Length Rather Than Value

AI writing tools have made it easy for anyone to create content. 

In fact, many of these AI writing tools are good enough that they can deliver content that’s decently optimized and produces factually accurate advice.

To make your content stand out (and rank), it must deliver unique insights and personal experience that’s unique from all of the other content in the SERPs.

Unfortunately, you can’t rely on a freelance writer to provide unique, expert-level advice on a topic. 

Additionally, freelance writers aren’t going to understand the intricacies of your product’s unique value or your customer’s pain points.

Real experts are often too busy doing the thing that they’re an expert in to write content, so we have freelance writers interview genuine experts and then organize the expert’s knowledge into an SEO-optimized blog post.

A Note On Prerequisites To Create Content That Converts

Before we get into the step-by-step process of creating content that converts, it’s important to acknowledge the fact that content is just one step in the buyer journey. 

Enterprise B2B SaaS companies in particular tend to have long buying cycles (at least six months, but often twelve or even eighteen months).

This buying cycle length means that it’s unrealistic for a visitor to convert into a customer immediately. Instead, the goal of your content is to ensure the prospect proceeds to the next step in the buyer journey. 

As content is just one touchpoint within the buyer journey, realize that friction elsewhere in the buyer journey can negatively impact conversions. 

Before optimizing a specific marketing channel or campaign, analyze your buyer journey holistically and identify where prospects are dropping out. 

Investigate why prospects are falling out of the buyer journey, solve those problems, and then come back and improve the content. 

How We Create SaaS Content That Converts

Below is the step by step process we use to create content that converts.

Stage 1: Customer Research and Product Value Analysis

The first stage of the content marketing process is research. This research will give us the data we need to understand what content to create and how to write the content so that it converts.

Step 1: Map Converting Keywords

If you rank for keywords that your ideal customers search when they’re actively looking to buy the type of product you offer, you’re much more likely to convert them.  

The challenge is identifying high converting keywords.

We have a few methods. 

First, look at your current organic keywords performance. Which keywords are driving the most conversions? 

We also look at PPC performance and create content targeting the highest converting PPC keywords. 

To uncover new keywords, look at your competitors’ paid keywords.

We also find that these keyword frameworks tend to convert very well:

• Competitor Comparisons: HubSpot vs Salesforce
• Competitor Alternatives: HubSpot Alternative
• Best (Feature) Tools: Best CRM Tools
• Best (Feature) Tools For (Avatar/Industry): Best CRM For Real Estate Agents
• How to (Solve Primary Pain Point): How to Send Automated Follow Up Emails
• Manual Searches For Tasks Your Tool Automates: How to Track Prospects in Excel 

Once we have a list of high converting keywords, we prioritize them by which ones will likely drive the most conversions.

To determine which ones will likely drive the most conversions, we consider these two factors:

1. The total traffic volume, and the percentage of that traffic that likely fits our ICP.
2. How realistic it is that we can rank for these keywords.

Step 2: Define Core Differentiators  

Once you have the right prospect on your blog post, you still need to educate them on why your product is the best solution for them.

Many B2B SaaS products are similar on the surface level, making it difficult for customers to understand how yours is different from anyone else. 

To solve this problem and communicate to prospects how our product is different from the competition (and therefore, why they should choose it), we go through the SaaS Positioning Canvas to define:

1. Who does the product help: This is the industry, company size, etc.
2. What problems does it solve: Analyze each of the major product features and ask what each product feature solves.
3. Why do prospects choose this product over the competitors’ (what does it offer that they lack?): This is the most important question to answer. You probably offer many of the same features as your competitors so why do customers choose your product over theirs? Sometimes it’s a unique feature, but sometimes it’s as simple as better customer support. Either way, we need to know the answer to this question to ensure it’s discussed in the content.

Take your time answering these questions. Instead of just guessing the answer to each question, listen to sales and talk to real customers. 

You may think that the main reason customers buy your product is a unique feature you offer, but if you talk to customers, you may discover that none of them even use that feature. Instead, they might all love your company because of your customer support. 

Step 3: Voice of Customer Analysis

Once you have the right prospects on your blog and you’ve defined your product’s USP, the copy must be framed in a way that resonates with your prospect.

We analyze customer language in support tickets and sales calls to understand how they talk about the problem and then use their verbiage in our copy. 

The content won’t be as compelling if there’s a disconnect between how the content describes a problem and how prospects describe that same problem.

It’s also important to understand specific objections people experience at each stage of the buyer journey. If you don’t address these objections, they likely won’t continue in the buyer journey. 

You can uncover objections by talking to the sales team and use their battle cards to address objections in the content. 

Step 4: Mapping The Buyer Journey

SaaS marketers spend a lot of effort and resources acquiring traffic, but a fraction of it focusing on retaining traffic.

A mistake we often see SaaS marketers make is offering a demo as the CTA on every blog post. If it’s a bottom of funnel blog post, a CTA to schedule a demo is appropriate, but if it’s a top of funnel blog post, that reader isn’t yet ready to schedule a demo.

Unfortunately, most people at the top of the funnel aren’t going to convert into demo signups. 

Even if they do get on a demo, they’ll waste the sales team’s time as that prospect will require extensive education before they’ll buy. 

Instead, we map out the buyer journey and use that data to identify an appropriate CTA that aligns with the buyer journey.

We have a separate resource that discusses how we use CRM data to map out the buyer journey in detail. 

Stage 2: Content Impact Optimization

As most SaaS companies already have some content on their website, our first action item after customer research isn’t creating new content – it’s improving the impact of existing content. Here’s how we do it.

Step 1: Quick Win Optimization

Once we have a list of the keywords most likely to drive the most conversions, we look at existing content targeting those keywords. 

Then, we prioritize updating the content that will likely give us the highest ROI boost. 

To create this list, we’re asking three questions: 

1. What will it take to rank higher in the SERPs from a link building and content quality standpoint?
2. What is the estimated increase in conversions that accomplishing that ranking position will deliver? 
3. Are there opportunities to improve the conversion rate of the content itself?

Once we’ve factored in the answers to all three questions, we’ll have a list of the most impactful content to update.

Step 2: Buyer Awareness Matrix Implementation

To retain a higher percentage of the traffic captured at each stage of the buyer journey, we use the buyer awareness matrix to bucket the content across the blog into unaware, problem aware, product aware, and solution aware.

Then, we create relevant resources for each of those four categories and offer those resources as CTAs to ensure readers continue down the buyer journey.

For example, if we have a Problem Aware blog post like “How to protect a healthcare organization from malware attacks,” an appropriate CTA is downloading a checklist to prevent malware attacks. 

Including relevant CTAs within each blog post can significantly improve traffic retention and increase the value of each piece of content.

Step 3: Content Measurement

Most SaaS companies we talk to don’t know what content is most effective because they don’t have any conversion tracking setup.

Without this data, you’re blindly guessing. So before updating or creating new content, we set up conversion tracking.

Stage 3: Expert Content Development

You don’t win a conversion just because you get the right prospect on your website at the right time.

Your content must convince prospects that your product will solve their problem more efficiently than your competitors.

Here’s the framework we use to craft content that converts.

Step 1: SME Interview Framework

To ensure the content converts, we want it to check all of these boxes:

1. It provides a unique perspective on a challenge from an expert.
2. It addresses common pain points and objections.
3. It accurately describes the key differentiators and USP of the product. 

Unfortunately, you can’t expect a freelance writer to create content that checks all those boxes. Instead, we conduct interviews with an internal expert from the company. Then, the freelance writer uses that information to distill their knowledge into an SEO-friendly blog post that’s also effective at converting readers.

Here’s an example of a content brief we give writers. The freelance writers then use this brief to interview the internal expert.

These interviews are recorded so the writer can refer back to the expert’s insights. 

Step 2: Content Structure Optimization

To rank in the SERPs and convert customers, your content needs to match the searcher’s intent. 

For example, someone searching “best CRM tools” wants a list of CRM tools. They don’t want a detailed guide on what a CRM tool is. 

The most common content structures are those we discussed during the first step of the process when mapping high converting keywords like:

• Guides (how to do X)
• Listicles (best software for X)
• Competitor Comparisons (HubSpot vs Salesforce)
• Competitor Alternatives (HubSpot Alternatives)

For guide and listicle outlines, we ask the freelance writer to bullet point specific nuggets of information the searcher wants to know. 

For example, someone searching “best CRM tools” already knows that all CRMs can send automated follow-up emails. However, not all CRMs are ideal for all use cases (e.g., real estate). Similarly, one CRM might have a unique feature that makes it more effective at a specific task. 

Those are the key differences that a reader wants to know. 

During the outline process, the freelancer identifies those unique nuggets of information readers want.    

For competitive comparison keywords, we have specific outlines that we’ve tested and optimized over time and give them to freelancers to use as frameworks.

Step 3: Defining Commercial Narratives

Creating the right content structure will get people to your content and defining those unique nuggets of information that answer the searcher’s question will keep them reading.

But unless you can craft an argument that outlines what makes your product more effective for your ICP than any other products, it won’t convert. 

Instead, you’ll just have a helpful article.

The expert interview allows the freelance writer to understand the key value propositions and product benefits, and then they use the problem-solution framework to present the information in a compelling manner.

For example, the main benefit of a fundraising company we work with is that they have a proprietary database of donors.

Instead of just stating this feature in the content, the freelancer presents it in a problem-solution framework as shown below: 

By presenting the product as a solution to the reader’s problems rather than a collection of features, you’re much more likely to convert visitors because they’ll understand the value it can deliver.

Stage 4: Continuous Improvement

Once we’ve created content, we constantly measure its effectiveness to understand what works and what doesn’t.

Specifically, we’re analyzing the conversion rates of:

1. Keywords
2. Lead magnets
3. Product positioning/messaging

We also continue to update content. For example, if we notice that specific messaging resonates particularly well with the audience, we’ll update the highest converting content to include that messaging.

Additionally, content decays over time, so we also refresh content as it begins to drop in the rankings.

It’s also important to note that content quality isn’t the only factor that impacts the success of your content marketing program.

Links significantly impact ranking. 

Large brands with high website authority often dominate the SERPs for high converting keywords, and the only way to get past them is building high quality links directly to the page you’re trying to boost.

We have a more detailed resource on our step-by-step guide to building high quality links, but essentially, we believe that while great content can attract links, you first have to build some links to it manually to give it the boost to rank in the first place. 

Only after the content begins ranking will it earn links organically.  

Get More Help Creating Content That Converts

This is the basic structure to build content that converts, but there are plenty of nuanced factors that impact the conversion rate of your content. 

If your content isn’t converting as well as you’d like, reach out to our team of SaaS experts. 

We can audit your content and identify opportunities to increase the conversion rate of your content.