Why Your B2B SaaS Content Doesn’t Get Read

What Are Buyer Maps and Why Are They So Important?

The reason you B2B SaaS content doesn’t get read is because it’s too generic.

Do this instead:

👉 Understand who’s all involved in the buying decision
👉 Figure out the specific pain points for each of these groups
👉 Create content (webpages, blogs, whitepapers, etc.) that solves these pains
👉 Ensure that content is likely to be read and shared internally
👉 Allow each buyer to filter the content so they can find their content easily

Instead of, “how do we target companies, or industries?”

Think, “how can we target buyers and manufacture internal demand inside target companies?”

That’s the difference.

This is why buyer-mapping is so important.

It’s the blueprint for your entire content marketing and demand engine.

How to Build a Buyer Map

Most SaaS websites think in terms of: Features / Benefits → Trust → Proof → Pricing→ Book a Demo

But deals don’t happen like that.

Think about all the decision makers and what they value. So instead, it may look something like this:

Ops person discovers you and thinks, “this could work for us”

Ops person shows Sales Director, Sales Director worries about liability

Sales Director shows Broker/Owner, Broker worries about compliance

IT and Finance gets pulled in

Finance asks about cost vs risk

This is how you think about path to purchase or buyer map strategy.

If you know this map, your site becomes:

A page written only for Ops

A page Ops can forward to Sales

A page Sales can forward to Broker

A page Broker can forward to Finance

A page IT can read without a call

You literally build the internal forwarding path into the website.

Show Don't Tell

The reason your content is getting ignored is because it’s generic, irrelevant, and not entertaining. The reason you’re not booking clients is because you’re not showing, you’re telling.

Ever since AI chat, knowledge and expertise has been commoditized. People with knowledge and expertise look identical to people who just looked it up 2 mins ago. That’s why if you can show that you know what you are talking about, you can still stand out, because that is much more difficult to replicate. That’s the new divide.

Show don’t tell looks like this:

Examples

Breakdowns

Walkthroughs

Real work

Real thinking

Real process

Showing is your unfair advantage. If your content could be written by anyone, it will be ignored by everyone.