You’ve created your content. It’s finished and ready to publish. But have you considered that it could do more harm than good?

When content fails to give readers the answers they are looking for, or only scratches the surface, they look elsewhere. Often, that means a competitor’s site.

Inaccurate or outdated details erode trust. Overpromise and underdeliver, and that trust disappears even faster.

In this article, we’ll cover common content marketing pitfalls in SaaS that weaken your content and damage reader trust.

A Miss in User Intent

Every user who types on a search engine has a goal aka user-intent. It’s the ‘why’ behind their search.

For example, a user searching for the “best productivity apps” is not looking for content on “how to be productive.” They are exploring products. 

Getting the user intent right helps you create content that resonates with the audience. It reduces your bounce rate because your page provides what they seek.

Aligning content with user intent also improves search rankings. It signals relevance and usefulness, which search engines value in meeting user satisfaction.

How to meet user intent:

Understand where the user is in their search journey based on your target keyword. They may be:

• Looking for information, signaled by terms like “how to,” “guide,” or “best practices”
• Comparing options, often using “best” or “alternatives”
• Evaluating a specific product, searching for pricing, demos, or features

Avoid guesswork. Analyze the search results to see how search engines interpret a keyword.

If the top pages are list posts, the user is comparing options. If they are product or pricing pages, the user is evaluating a tool. Creating content that doesn’t match what already ranks puts you at a disadvantage.

Tools like Semrush and Ahrefs can also help you identify the intent behind specific keywords.

Inaccurate Information

Content that presents outdated data as current may seem harmless, and your audience might not spot the error right away. But once they do, trust drops, and they start questioning what else might be wrong.

The same applies when estimates or assumptions are framed as facts. If clients can’t rely on your accuracy, they hesitate, and that hesitation turns into lost confidence in your SaaS offering.

How to avoid inaccurate content:

• Check that all data, statistics, and dates are current and sourced before publishing
• If a statement is an estimate or projection, label it as such
• Schedule updates for anything that could change, like pricing, compliance, or regulations.
• Avoid words that imply certainty when it doesn’t exist, like “always” or “guaranteed.”

Overpromising and Underdelivering (Clickbait)

Headlines, thumbnails, or intros that exaggerate claims, overuse emotional hooks, or create curiosity gaps just to get clicks can kill your readers’ trust. In SaaS, this might look like claiming your product “solves all problems” when it doesn’t.

Short-term engagement may spike, but the cost is long-term. Buyers quickly notice when content overpromises and underdelivers. They skim, bounce, or stop trusting your messaging altogether.

Misleading claims can push potential clients to competitors who communicate honestly.

How to avoid the pitfall that is clickbait:

• Be precise in your promises. Headlines and intros should reflect exactly what the content delivers
• Use curiosity carefully. Spark interest without exaggerating outcomes
• Let examples, screenshots, or data illustrate value instead of making sweeping claims
• Review old posts and pages regularly for overstated claims or misleading phrasing

Excess Selling, No Value

Audiences often skim or skip content that feels overly promotional. When every section pushes your SaaS offering, it can overshadow the explanation of how your product actually addresses their problems.

Content that leads with insight and relevance—showing the problem, illustrating solutions, and guiding toward a next step—tends to engage readers more effectively.

How to create value-driven content:

• Create people-first content. Start with the reader’s problem, not your product. Show that you understand their challenges before introducing any solution
• Use contextually relevant case studies to illustrate how other clients solved similar problems
• Introduce your SaaS product only when it directly addresses the topic at hand
• Highlight features that clearly solve the pain point under discussion, rather than listing everything your product can do

Surface Level Content

Your readers come to your website seeking answers, and they should leave with them. This means creating content that goes beyond scratching the surface.

Answer the key question of the topic, then address any other follow-up questions. If the topic is ‘Top AI-Powered Software in the Market,’ the next natural question is how to choose from these options, which you should address.

Use relevant, recent research to add depth to your insights. Add real-life examples to bring out your content more clearly and share first-hand experiences where possible.

How you structure this content is as important as how deep you get. If you hide the core answers under loads of information, the reader may get overwhelmed and leave your site before having their questions answered.

Always provide a clear answer upfront, then back it up with context, evidence, and practical detail.

How to create content that has depth:

• Explain complex concepts using simple language and without being condescending
• Cover all angles of concepts. Don’t just explain what something is, explain why it matters and how to implement
• Add an FAQ section to remove lingering doubt and close gaps the main content doesn’t fully cover

Deliver Value in Every Piece, or Outsource

A content expert I know says, “always deliver gold.” Every piece should leave the reader better informed and more confident in your expertise.

Content is often the first proof that you understand the problem space. When done well, it builds trust long before a sales conversation begins.

But delivering that level of value requires deep research into your market and your buyers. You need the ability to explain solutions with empathy and authority.

If that feels like a stretch, there’s a shortcut. Partner with a content marketing expert who specializes in SaaS. Someone who understands buying stages, intent, and how to turn insight into content that educates, reassures, and converts.