Content ideas for B2B SaaS

Explain the customer failure that caused your last release, not the feature.

We shipped scheduled exports this week. The actual reason: three customers were manually downloading a CSV every Monday at 8am.

Post the thing you deliberately did not build and why.

The most requested feature on our board has been open for a year. We are not building it, and here is the reasoning.

Show the before and after of a workflow the release changed, step by step.

This workflow used to take eleven clicks. It now takes three. Here are the eight we removed and why they existed.

Describe a bug you shipped, how it surfaced, and what you changed in the process.

We shipped a bug that only appeared for customers in one timezone. It took nine days to find. The fix was one line; the lesson was not.

Publish your honest answer to the migration timeline question.

Every evaluation call asks how long migration takes. The import is an afternoon. Agreeing what your fields mean takes three weeks.

Explain what happens when the integration fails at 2am.

Someone on a call last week asked what happens if our sync fails overnight. Most vendors answer vaguely. Here is our specific answer.

Address the security review question your buyers always escalate.

The question that stalls more deals than pricing: who at your company can see my data, and when.

Say plainly who your product is not for.

We disqualify about a third of inbound. If your team is under five people, you do not have the problem we solve yet.

Turn the question support answers most often into a public explainer.

Support question we get every week: why did my sync run twice? Usually a retry after a timeout, not a duplicate job.

Publish the configuration mistake new customers make in week one.

Nine out of ten new accounts set this one permission wrong in the first week. It is our fault, not theirs, and here is the fix.

Write the short guide your team keeps pasting into tickets.

Our support team has pasted the same six-step checklist forty times this quarter. Putting it here so nobody has to ask.

Explain an error message in plain language, including what to do next.

If you have ever seen a rate limit error and had no idea what to do about it, this is what it actually means.

Argue against a common practice in your category, with the exception named.

Most teams do not need a separate data warehouse for this. Here is the point at which that stops being true.

Challenge a metric your industry over-weights.

Time to first value is the wrong onboarding metric for most B2B tools. Time to second use tells you far more.

Describe a hiring decision you think teams get wrong at your stage.

Most early SaaS teams should not hire a demand gen person yet. Not because the role is useless — because the job is unanswerable before the message stabilises.

Name a piece of category jargon and explain what it actually means.

Nobody in this category agrees what orchestration means. Here are the three different things vendors are describing when they say it.

Publish the questions you would ask if you were buying your own product.

If I were evaluating a tool like ours, these are the four questions I would ask, including the one we are weakest on.

Explain how to run a trial that actually tells you something.

Most teams run trials wrong. They click every menu on day three. The better trial is one workflow, twice, with real data.

Write the internal business case your champion has to make.

If you have to justify this purchase to a finance lead who does not do the work, here is the case in their language.

Explain how pricing in your category works and where the surprises hide.

Per-seat, per-usage or per-workflow — each one hides a different surprise at renewal. Here is what to check before signing.

Share a real internal number and what you changed because of it.

Our activation rate moved eleven points when we changed one step in onboarding. It was not the step we expected.

Describe a project you killed and what it cost.

We spent five months building an integration nobody used. Here is the question we should have asked in week one.

Explain a pricing change honestly, including who it is worse for.

We changed our pricing last month. For most customers it is cheaper. For one group it is not, and here is why we did it anyway.

Post how you actually make a decision, using a current one as the example.

We are deciding whether to build or partner on reporting this quarter. Here is the framework we use and where it is pointing.

Describe a bottleneck you keep seeing across onboarding calls, without naming anyone.

Across the last ten onboarding calls, the same bottleneck appeared in eight of them, and it was never the software.

Share the workaround customers built before your product existed.

Before customers find us, most of them have built the same spreadsheet. It usually has a tab called do not touch.

Explain what separates the accounts that succeed from the ones that churn.

The clearest predictor of whether a team sticks with us has nothing to do with company size. It is whether one person owns the workflow.

Post a named customer story only when you have written permission, and say what they agreed to.

A logistics team of eight agreed to let us share what their week looked like before and after. Their words, published with permission.

Pull the single strongest argument out of a long blog post and post it standalone.

Buried in a two-thousand word post we published last month is one paragraph that matters. Here it is on its own.

Turn a webinar question-and-answer section into four separate posts.

The best part of last week's webinar was not the talk. It was the question someone asked in minute forty.

Convert a documentation page into a post about the problem it solves.

Our docs have a page about retry behaviour that almost nobody reads. The concept behind it will save you a weekend.

Revisit a post that performed six months ago with a new example and an updated view.

I wrote about this in the spring and got it partly wrong. Here is what changed my mind.