How To Uncover 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 G2, Capterra and Trustpilot sites. 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 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 discover the specific pain points among different customer segments. Even the current customers can give you 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 answers on this website. You can also become a member and ask specific questions about 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 many complaints that reveal real pain points. Again, you can take the points uncovered to do keyword research. Then, use the keywords to create content for your SaaS blog or lead magnet.

Don't spend the whole of your SaaS marketing budget on top/middle-of-the-funnel content that attracts mismatched audiences. Depending on who is in charge of your content strategy, the problem with such content is that It delivers value to the readers, but the conversion rates and ROI are usually poor.

Question - how are you generating content ideas for your SaaS business blog? Are the conversion rates and ROI impressive enough when considering the monthly cost?

How much buyer traffic are you generating from your SaaS business blog?