Content Gaps Are Killing Your SaaS Pipeline

Content Gaps Are Killing Your SaaS Pipeline: Here’s How to Fix Them

By Caleb Mugendi | SaaSStratigix

TL;DR

Many SaaS companies are unknowingly leaving money on the table due to content gaps ,topics your audience is searching for, but your site doesn't cover (or rank for). This blog walks you through how to find, fix, and fill those gaps to recover lost traffic, generate more qualified leads, and grow your pipeline in 2025.

What Is a SaaS Content Gap?

A content gap is the missing link between your customer’s search intent and your website’s ability to answer it. If your competitors are ranking for keywords or topics you haven’t covered, you’re handing over traffic, leads, and revenue without a fight.

There are two main types of content gaps in SaaS:

• Keyword Gaps – Topics and search queries your competitors rank for but you don’t.
  
  

Funnel Gaps – Missing content across different stages of your buyer journey (especially TOFU/MOFU).

“👉 See our infographic below for a visual walkthrough of the hidden saas content gaps

How Content Gaps Hurt Your Pipeline

If you're only publishing content based on intuition or worse, mimicking competitors ,you risk:

• Attracting unqualified traffic
  
  

• Ranking for low-converting keywords
  
  

• Losing high-intent prospects to better-optimized competitors
  
  

• Creating content that doesn’t move the needle
  
  

“👉 See our infographic below for a visual walkthrough of the impact of the content gaps on sales pipelines.

👉 In short, you’re investing in content without earning back ROI.

Step-by-Step: How to Find and Fix Content Gaps

1. Audit Your Existing Content

Start with an honest inventory of what you already have.

Use tools like:

• Google Search Console – to find pages with low CTR or impressions

“👉 See our infographic below for Google search console performance audit

• Ahrefs / SEMrush – to identify content that ranks poorly or doesn’t rank at all

• Screaming Frog – for a complete crawl and metadata extraction
  
  

“👉 See our infographic below for a screenshot for screaming frogs .

Look for:

• Pages with low traffic
  
  

• Keywords with impressions but no clicks
  
  

• Duplicate or outdated blog post

 Link this to our guide on Content That Converts

https://sites.google.com/view/saasstratigix/our-blogs/content-that-converts-building-a-high-roi-saas-strategy-in-2025

2. Run a Keyword Gap Analysis

Compare your keyword rankings with competitors using tools like:

• Ahrefs’ Content Gap tool
  
  

• SEMrush’s Keyword Gap report

“👉 See our infographic below for a screenshot of semrush keyword gap research tool highly recommened

Ubersuggest 

Questions to ask:

• What keywords are my competitors ranking for that I’m not?
  
  

• Which of those have high search intent or commercial value?
  
  

• Are we missing out on long-tail variations?
  
  

💡 Pro Tip: Look for keywords with low difficulty but high intent—especially bottom-of-funnel terms like “best CRM for small SaaS teams.”

3. Map Gaps to the Buyer Journey

Every stage needs coverage:

Stage Intent Example Keywords

TOFU Awareness “what is lead scoring”

MOFU Consideration “lead scoring tools for SaaS”

BOFU Decision “HubSpot vs ActiveCampaign lead scoring”

If you're light on BOFU content (e.g., comparison posts, customer case studies), you’re losing out on high-converting traffic.

📌 See blog on   CRO tactics blog [https://sites.google.com/view/saasstratigix/our-blogs/from-visitors-to-customers-cro-tactics-every-saas-website-should-be-using

] to guide users from content → conversion.

4. Repurpose and Refresh Underperforming Content

Don’t just publish new articles ,optimize what’s already live.

How to refresh:

• Improve H1 and subheadings for clarity and keyword alignment
  
  

• Update outdated stats or screenshots
  
  

• Add internal links to new blog posts or features
  
  

• Include rich snippets, schema, or FAQ blocks
  
  

✅ check out our  content flywheel strategy to reinforce repurposing logic.

https://sites.google.com/view/saasstratigix/our-blogs/what-is-a-content-flywheel-how-to-create-one-2025-guide?authuser=0

👉 See our infographic below for a visual walkthrough of the SaaS content flywheel . 

5. Create a Content Gap Fix Plan

Organize your content opportunities by priority:

Priority Action

High Missing BOFU topics with high search volume

Medium Mid-funnel guides that need SEO optimization

Low TOFU thought-leadership pieces for brand visibility

“👉 See our infographic below for a visual walkthrough of the the content opportunity pyramid.

Set timelines for publishing or refreshing. Use a Content Gap Audit Template (available for download) to manage this.

Real-World Example: How Fixing Content Gaps Revived Organic Growth

One of our SaaS clients in the project management space saw this:

• 38% of their blogs had no rankings in the top 100
  
  

• 20% of their traffic was going to outdated posts
  
  

• BOFU content made up only 7% of their blog
  
  

After implementing a content gap fix:

✅ 2x increase in blog-to-demo conversions
✅ 60% increase in monthly organic traffic in 90 days
✅ Ranked for 15+ new bottom-funnel keywords

FAQ: SaaS Content Gap Strategy

Q1: How often should I audit my content for gaps?
At least quarterly. SEO and search intent evolve quickly, especially in SaaS.

Q2: What’s the best tool to find content gaps?
We recommend starting with Ahrefs, GSC, and SurferSEO. Pair this with manual journey mapping.

Q3: Should I delete old content that doesn’t rank?
Not always. Sometimes it’s better to update or merge thin content than delete it.

Q4: Does AI help with identifying content gaps?
Yes! AI tools can cluster keywords, suggest topical authority paths, and assist in refreshing older content.

Q5: Can SaaSStratigix help with this?
Absolutely. We offer content audits, SEO strategy, and gap-filling plans customized for your SaaS business. Contact us today.

Final Thoughts: From Gaps to Growth

Content gaps aren’t just SEO issues ,they’re revenue leaks. By identifying what’s missing, repurposing what’s underperforming, and targeting what your audience actually wants, you position your SaaS for pipeline growth.

“👉 See our infographic below for a visual walkthrough of the SaaS content gap strategy.

🎯 Ready to fix your SaaS content gaps?  

👉 Get the Google Sheet now

📥 Download the Content Gap Audit Template

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