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Your Blogs Might be Talking to the Wrong Person

How I fixed it for a SaaS client (and how you can too)

Author

Nikita Gupta
May 27, 2025

Let’s talk about something you might have noticed:

“We’re putting out solid content. It ranks. It reads well. But it’s not helping close deals.”

Your content might be educational, but is it selling?

The Problem

A SaaS client I was working with had a blog that was clean, consistent, and has the right SEO keywords.

Traffic was decent. But not a single sales-qualified lead in 4 months.

I scanned their blog. Every piece was helpful, but every single one spoke to users.

Their product was a remote work tracker.
So the blogs covered things like:

  • “How to track productivity when working from home”

  • “5 time-blocking tips to stay focused”

  • “How to build daily routines with our tool”

Useful for end-users, sure.
But their actual buyer was the Head of Operations.

He doesn’t care about time-blocking.

He cares about:
→ Performance metrics
→ Accountability
→ Team output
→ Burnout risks

The Fix

We added a Buyer-Focused Layer across their funnel.

We planned 3 new pieces:

1. Top-of-Funnel (Problem-aware):

“The hidden cost of micromanagement in remote teams”

→ Speaks to leadership about pain
→ No product mention
→ Ties to the real why behind a tracking tool

2. Middle-of-Funnel (Solution-aware):

“Remote work isn’t the problem. Lack of visibility is.”

→ Introduces the category, not the product
→ Gently positions the tool as a fix

3. Bottom-of-Funnel (Product-aware):

“How [SaaS name] helped a 20-member ops team cut reporting time by 70%”

→ Data-backed. Specific. Customer-led.

This added zero new features. These are just new angles based on the right reader.

Why this works (for you)

As a founder, you're not managing the blog.
You're managing growth.

And growth comes when:

✅ Content gets your product into the right conversations
✅ Your team can point to blog posts as legit sales tools
✅ Prospects read your blog and think, “Okay, this is worth paying for.”

That’s the kind of content I like to work on.

Take this with you: 

Helpful isn’t always useful. If your content isn’t making the sales team’s job easier, it’s not doing its job either.

👋 Hi, I’m Nikita :)

I write B2B blogs and newsletters that connect with the right people and help your business grow.

P.S. Whenever you're ready, here are 2 ways I can help:

  1. Done-for-you blogs – Well-researched, strategic content that serves both your buyers and sales goals.

  2. Newsletter writing – Weekly or bi-weekly newsletters that feel personal and on-brand, and keep reminding your audience how awesome you are.