5 Worst SaaS Content Marketing Mistakes to Avoid in 2025! (+ Solutions)
You probably don’t need another fluffy list of SaaS content marketing mistakes. You’ve seen the obvious ones a hundred times: blog inconsistencies, weak CTAs, yada yada.
But the truth is, some mistakes are still happening in 2025, and they’re getting more expensive. They quietly drain your reach, your pipeline, and your sanity.
I’ve been digging into what’s really going wrong, things even experienced teams overlook. I’ve spent hours checking many sites and analyzing what they do well or poorly, and I’m ready to share my research.
If content is part of your growth strategy (and let’s be honest, it should be), this is worth your five minutes.
Here are five SaaS content marketing mistakes that still hit hard, and what you can do to fix them.
Table of Contents
5 Common SaaS Content Marketing Mistakes
Mistake #1: No SaaS Content Strategy and Target Audience
Not having a content strategy is one of the most common saas content marketing mistakes.
A SaaS content strategy is a plan made to create, distribute, and manage content. These pieces of content can be blog posts, case studies, tutorials, videos, and whitepapers.
Your content strategy will help identify your target audience’s pain points, preferences, and search behavior.
- Are you targeting CEOs, marketers, or content writers?
- What is their personality, goals, needs, and challenges?
- What are their sources of information? Blog posts, social media, or YouTube?
- Are they decision-makers or do they influence purchasing decisions?
- What is their SWOT (Strengths, Weaknesses, Opportunities, and Threats)?
Your SaaS content strategy will also define your SMART goals and KPIs. You might want to reach 10,000 monthly traffic and have a 4% monthly conversion rate.
Simply put, without this strategy, you will create content without purpose and attract the wrong audience. What does creating content without purpose mean?
In my article teaching how to write a SaaS blog post, I gave the example of a SaaS company selling a meeting scheduling software. Instead of covering the keyword “best Calendly alternatives,” which receives 2,900 visitors, they prefer to write about the “best AI tools,” which receive 15,000 visitors.
But do people searching for the best AI tools necessarily need a scheduling tool? Probably not, but 2000 people searching for a meeting scheduler is top-notch traffic worth every penny.
You see, quality traffic is far better than quantity. You might get thousands of visitors, but they won’t be the people who actually need your SaaS product. This means high traffic, low conversions, and wasted energy and money.
Instead, do like ClickUp. Using a clearly defined strategy, they target their audience, like marketers, agency owners, project managers, and HR directors.
Solution
 Create a SaaS Content Strategy
The first step is to create a SaaS content marketing strategy including these aspects:
- A clear goal, like increasing organic traffic by 30% in six months or getting 50 demo requests monthly.
- Your ideal customers (buyer personas) with their roles, industries, and challenges.
- The buyer’s journey: awareness, consideration, and decision.
- The content types, like blog posts, videos, webinars, and podcasts.
- A content calendar to stay consistent.
- The KPIs to track your results.
Canva offers many templates that can help you create a detailed SaaS content strategy, such as this one. It has the necessary pages to define your buyer personas, set your objectives, and more.
However, creating a content strategy will take hours to complete, and we understand you’re busy with other important tasks. That’s why we provide a complete strategy in our Kickoff plan, and you will get access to a:
- Report showing SEO, website, and content problems to solve to grow your business,
- Keyword research and intelligence report,
- Competitive intelligence to know what your competitors are doing and the gaps,
- Content plan and calendar,
- Action plan to see what to do first, second, and so on,
- And much more.
Moreover, we do this work monthly, which will help you know what is happening now and in the future. In simple terms,
- We save you time by handling all SEO and content tasks,
- We save you money by doing what 5 employees would normally do, and
- We make you money by increasing quality traffic and customers.
Simply contact us or book a call, and tell us your challenges and business goals.
Mistake #2: Failing to Understand the Target Audience and ICP
If you’re serious about growing a SaaS business, you really can’t afford to guess who you’re selling to. And yet, so many companies still do. I see it all the time. They build something great, but when it’s time to market it, they talk to the wrong people.
The truth is, failing to understand your target audience and your Ideal Customer Profile (ICP) is one of those mistakes that quietly wrecks everything.
I was reading LinkedIn’s State of Sales 2021 report the other day, and it said that 44% of buyers will walk away from a deal if they feel the seller doesn’t understand their company and its needs.
That stuck with me. You don’t even get a second chance if you miss the mark. Almost half your opportunities? Gone before you can even explain why you’re different.
Honestly, when you don’t define your ICP properly, your whole funnel gets shaky.
- Your ads bring in random people who bounce.
- Your demos get booked by folks who aren’t even remotely ready to buy.
- Your churn rate quietly creeps up because the wrong customers are slipping in.
And the worst part? You might not even notice it until you’ve spent thousands, maybe tens of thousands, chasing leads that were never a fit in the first place.
You can see it happening in real life, too. Dialpad, a cloud communication platform, initially targeted small to medium-sized businesses. But noticing the potential in enterprise markets, they refined their Ideal Customer Profile (ICP) to focus on larger organizations.
If you don’t know who loves your product, you’ll end up marketing to people who don’t care.
I think a lot of us, myself included, have been tempted to think, “Well, if I just market hard enough, someone will buy.” But real talk? You can’t out-market a bad fit. You have to start with the right audience first.
Solution
1. Start by talking to your best customers
Have real conversations, not just a five-question survey. Ask them why they chose you, what problems you’re solving for them, and what almost made them say no. Listen more than you talk. Take notes.
2. Dig into your product usage data
Another thing I always recommend is digging into your product usage data. Look at who’s logging in the most, who’s sticking around, and who’s expanding their accounts.
These people are usually your real ICP, not the ones who looked the best on paper. You can learn so much just by seeing what people actually do with your product, not what they say they’ll do.
3. Analyze your collected data
If your data and interviews tell you that your ideal customers are a different segment than you originally thought, you can’t ignore it. You might need to tweak your messaging or reposition slightly. Maybe even sunset some features that don’t really matter to your core users.
It’s not easy, I get it. But the companies that make those moves early usually save themselves years of frustration later.
4. Create a new ideal customer profile if needed
Finally, create a new ICP. At Rank Lyx, we use Figjam to create and share the ICP with our clients after they follow the three steps above.
We include the customer’s position, role, company size, and industry.
We then outline their buying process, identify who the decision-makers are at their company, and include any additional notes.
Last but not least, we create a journey map. Here, we talk about their goals and pain points. We also mention the tools they use, and the terms they search and don’t search on Google to solve their problems.
We do this for every step of the journey: Awareness, Consideration, Acquisition, Service, and Loyalty.
Pro Tip:
Your ICP is not a one-time homework assignment you turn in and forget about. Check back in regularly. Every six months, minimum. After all, markets move fast, and your product evolves.
You might notice little shifts, like new industries showing interest or certain user groups fading away. That’s normal. The most innovative teams stay flexible without losing sight of who they’re best built to serve.
Mistake #3: Focusing on Search Volume, Not Traffic Potential
“The higher the search volume, the better” — sadly, many marketers think this way when creating their SaaS content marketing strategy.
Search volume doesn’t mean traffic. For instance, the US search volume for “what is project management” is 14,000 per month. However, the US traffic potential you can expect is 13,000.
Now, if you check the top four ranking posts, they receive between 3,400 and 38,000 visits (this includes worldwide traffic, not just US traffic).
The bottom pages get between 200 and 17,000 visits.
What does this show us? Ahrefs indicated 14k US search volume. However, many websites received fewer than 10,000 visits.
Therefore, when choosing a keyword to target, assess the amount of traffic the pages ranking for the keyword get. This will help you have realistic expectations.
Why do you get less traffic than the search volume data?
For four possible reasons.
1. AI Overviews: Google gives AI-generated summaries directly on the search results pages (SERPs). The actual traffic to individual websites may decrease because users find their answers within the AI Overview itself.
In fact, Ahrefs analyzed 300,000 keywords and noticed it reduced clicks by 34.5%.
2. Featured Snippets: Google also provides answers directly through featured snippets or knowledge panels. Once again, searchers don’t need to click on any sites if they find the answer they’re looking for.
3. International Traffic Split: Typically, SEO tools like Ahrefs display both global data (worldwide) and specific country data (such as the US).
Therefore, pay attention to the search volume of the target country. Use global search only if you are writing or translating in multiple languages.
4. Ad Placement: Ads at the top of search results can attract a portion of clicks.
These four points prove that you should focus on traffic potential, not search volume.
Solution
1. Use Keyword Research Tools
I use Ahrefs to identify the traffic potential of the targeted country or countries.
2. Compare the Top Ranking Pages
Then, I check the top-ranking pages to see how much traffic they actually get. In the screenshot below, you can see that the first page gets 5.5k monthly traffic while the next two get 4k and 3k each.
It’s estimated that the first ranking page receives approximately 39% of clicks, while the second position gets around 18%, and the third position about 9%.Â
This means that for a keyword with a traffic potential of 2,000,Â
- The 1st page could expect roughly 780 visits,
- The 2nd and 3rd positions might receive about 374 and 204 visits, respectively.
Based on the data in the screenshot above, I should expect around 3,000 monthly visitors if I rank third.
Mistake #4. Overlooking Post-purchase Content
Many SaaS companies pour their energy into landing a customer… and then kind of forget about them. They spend months obsessing over their marketing funnel, and once someone signs up, it’s like, poof — silence. No welcome party, no “hey, here’s what to do next,” nothing.
I recently came across an Akita article on post-purchase experience, and they pointed out that customers are 50% more likely to remain loyal after an effective customer onboarding process.
Fifty percent! That’s huge. And yet, post-purchase content still feels like an afterthought for so many brands.
Maybe it’s because marketers are wired to chase leads, not relationships? I don’t know. Maybe I’m being too harsh. But when Wyzowl says 86% of users would stay more loyal if companies just educated them post-purchase, it makes you wonder why this still isn’t a priority.
Therefore, invest time and resources into post-purchase content, such as blog posts, tutorial videos, short courses, ebooks, webinars, and more. Teach your users two important things:
- How to use your SaaS product — Explain how they can use your product to achieve the expected outcome. Mention features that will save them money, make them more money, and save time.
- Tips, best practices, and results achieved by other customers — Give tips and tricks to achieve their results faster and share customer stories to increase retention.
Apollo.io is one company worth imitating. Their academy shares courses that teach existing users and potential customers how to write better cold emails and create a top outbound program.
They also have dozens of courses teaching how to use their platform.
Their team even created other content formats, such as articles on outbound sales, prospecting, cold emailing, and cold calling.
Oh, did I mention that they also have dozens of webinars on their website?
They use every communication medium to create post-purchase content that educates and retains users.
Overlooking post-purchase content is one of the best SaaS content marketing mistakes I had to cover.
Solution
The solution is to anticipate your customers’ questions and transform them into content. I prefer to explain this using Jay Baer’s words, a customer experience expert. Here is what he said in his “The Baer Facts Issue 78” article.
“You know what your customers need from you informationally, don’t you?
If I asked you to write down the 25 questions people have most often about your products or services, I’ll bet you could whip that list together on the spot.
Yet, too often we require customers and potential buyers to work awfully hard to get the info they need. They need to call customer support. Or use live chat. Or search Google. Or send an email.
Today’s customers HATE to wait. And they also abhor being under-informed.
So one of the best things you can do in the entire pantheon of customer experience is to ANTICIPATE questions and answer them proactively, eliminating the need for buyers to spend time researching.”
I love his point. So ask yourself:
- What are the first challenges new users typically hit after signing up?
- What actions separate successful users from those who churn? Maybe it’s connecting apps or completing their first dashboard?
- What questions are customer support teams answering over and over?
- What key features do users often overlook — and how can we help them unlock more value from them?
- Where are users dropping off in onboarding (and why)?
Mistake #5: Not Discussing With Sales, Support, or Product teams for Topic Ideas
Many articles about SaaS content marketing mistakes don’t mention this point, but it’s crucial.
Not talking to your sales, support, or product teams for content ideas is a big mistake. These teams interact with customers daily and know their pain points, objections, and questions better than anyone else.
Yet, marketing teams leave them out of the content creation process.
Your Sales team can tell you exactly what objections prospects have, while Support hears about the recurring issues users are facing. Meanwhile, your Product team has a deep understanding of new features and upcoming releases that could be potential goldmines for content.
But if you’re not tapping into these resources, you’re missing out on incredible insights that could guide your content strategy.
A study from HubSpot found that 52.2% of salespeople said the company loses sales and revenue when sales and marketing teams don’t work well together.
Imagine what would happen if marketing and sales teams aligned more on content creation—creating blog posts, videos, and guides that directly address those buyer concerns.
You’d be giving the customer exactly what they’re looking for, and that’s how you drive conversions.
For example, instead of just writing “How to Improve Customer Support with AI,” your product team might also request an article about “How Our AI-Powered Chatbot Reduces Support Tickets by 40%” — with real product data.
I think there’s also an issue with perception. Sometimes, marketers view content as purely a “creative” task. Rather, consider it a strategic move.
So, if you’re not already in constant dialogue with Sales, Support, or Product for your content ideas, it’s time to start. Your content will hit closer to home, and your leads will feel understood.
Solution
- Hold regular meetings with sales, support, and product teams to gather content ideas.
- Create a shared document where teams can drop common customer questions.
- Analyze support tickets & sales calls for trending pain points.
- Involve product experts in content creation to add depth and credibility.
Avoid Making these SaaS Content Marketing Mistakes
These SaaS content marketing mistakes are the kind that quietly limit your growth, even when it feels like you’re doing everything right. No real strategy. No deep audience understanding. No alignment across teams.
If some of these sounded familiar, that’s actually a good thing—it means you know what’s holding you back. Now you can fix it.
Or better yet, let Rank Lyx help. We’re a team of SaaS marketing strategists and writers who know how to avoid these traps and turn your content into leads and revenue.
Contact us and let’s work together to achieve your marketing goals.
Piaff Dibota
Increase Your SaaS Traffic & Sales with Top Content Marketing!
Content without strategy is just noise. We build high-impact content that aligns with your goals, targets your ICP, and increases revenue.