How To Find Customer Pain Points For SaaS Content Marketing

Your SaaS products were built to solve specific problems and pain points.

Even though affordability considerations affect conversion rates in different contexts, real human pain is one powerful thing that drives people in varying customer segments into action.

When prospective customers in different segments experience real pain, they start looking (some are using Google Search now) for helpful information, content, guides and product recommendations to solve their current problems.

The question is; how are you leveraging the best sources of insights to create content that will attract a higher number of problem-aware prospects?

By now, you are probably aware that attracting and selling to mismatched audiences will only waste your limited SaaS content marketing budget.

Instead of continuing on that path of creating low-impact content for your SaaS blog, here are some of the best ways to uncover customer pain points.

Software Review Websites – Find your competitors on sites like G2, Capterra and Trustpilot. Observe what their current users complain about or don’t like. Note down some key points. Conduct keyword research around those points. And use your selected keywords to create useful content.

Customer Support Tickets – The best customer support tools with analytics and keyword tagging features will help you uncover the most common pain points among your free trial users and paying customers. Use your findings to create helpful content for existing and prospective customers.

Customer Survey – From your website visitors to free trial users, onboarding process, renewal and cancellation, you can conduct surveys to find out the specific pain points among different customer segments. Even the current customers can give your useful insights into the specific problems your SaaS product is helping them to solve.

Demo Calls – Don’t end a demo call without probing your target customers’ workflow, operation challenges and current pain points. Through demo calls, you can learn more about your buyer persona and customer demographics.

Stackoverflow – If you are building a SaaS product specifically for developers, don’t underestimate what you can find from questions and answer on this website. You can also become a member and ask specific questions related to your product or niche.

Better Business Bureau – If you are competing against a popular SaaS company or brand, here is another website where you’ll find lots of complaints that reveal real pain points. Again, you can take the points uncovered to do keyword research. And then use the keywords to create content for your SaaS blog or lead magnet.

Question – what are you doing to improve the profitability of your SaaS content strategy? I’m a B2B marketing content writer. So When I see some SaaS blogs publishing generic content attract mismatched audiences, It gets me into thinking that some things like customer pain point research can be done differently.