Stop creating boring SaaS content. This is how you stand out

SaaS content can be very boring. We don’t all have the luxury of working for a sexy, viral brand. So how do you make SaaS content stand out and drive results?

If you’re churning out the same old B2B content – 15-page reports no one reads, webinars that don’t get to the point, ebooks packed with fluff – you’re likely missing a huge opportunity to engage and convert your ideal customers.

In this post, we’re sharing key insights from a recent conversation with Gary Stringer, Senior Content Marketing Manager at monday.com, who pulls back the curtain on what really works in B2B SaaS content in 2025.

Let’s dive into what makes standout content that captures attention, creates demand, and drives results.

Why Most B2B Content Fails (And How to Fix It)

The biggest issue? B2B marketers are too stuck in the ‘traditional’ mindset.

We’re talking about:

• Reports that spend five pages building up to the actual insight
• Webinars that take ten minutes to say hello
• Guides that feel like university essays

Instead, Gary recommends taking a step back and asking:

“How do I like to consume content?”

Chances are, it’s short, sharp and packed with immediate value. If your SaaS content doesn’t mirror that experience, it’s time for a rethink​.

🎯 Actionable Step: Audit Your Existing Content

Do this quick exercise:

1. Choose a report, webinar or guide you’ve produced recently.
2. Read the first two pages or listen to the first 5 minutes.
3. Ask: Would I keep reading or listening?

If the answer is no, don’t be afraid to cut the fluff. Get to the value faster.

Format Isn’t the Problem – Execution Is

It’s not that reports and webinars are dead. It’s that they’re not evolving.

Example: Instead of a one-hour webinar with a single speaker, try a “drop-in” format:

• One topic
• Four speakers
• 15-minute slots This feels more like the content we enjoy on YouTube or social media – and that familiarity leads to better engagement​.

Borrow from B2C and Social Media

Marketers are constantly being told how to write engaging LinkedIn posts:

• Open with a hook
• Keep it punchy
• Make it actionable
• Use list formats

But then we forget all of that when creating an ebook.

Gary’s advice? Take what works on LinkedIn, TikTok, and YouTube – and apply it to your B2B formats. It’s not about being trendy; it’s about meeting your audience where they are and matching how they consume content in real life.

Case Study: monday.com’s “Why People Love Us” Campaign

At monday.com, Gary and the team turned 12,000 G2 reviews into a tight, 12-page ebook that supported their wider out-of-home advertising campaign on the London Underground.

What made it work?

• Data-led insights summarised by AI
• Emotional messaging (“love” was the key theme from the reviews)
• Strategic distribution, using location-based ads to target those who saw the Tube ads​

📌 Top Tip: If you’ve got reviews, use them. They’re content gold.

Actionable Step: Steal This 3-Step Campaign Formula

1. Collect and analyse customer reviews (use AI if you’ve got a lot)
2. Create a short, visual asset (carousel ebook, one-pager, landing page)
3. Distribute through channels your audience already uses
   1. Retarget site visitors
   2. Send to email subscribers
   3. Use it in your outbound sales outreach

Thought Leadership: You’re Doing It Wrong

Everyone wants to be a thought leader – but few know what that really means.

Gary’s take?

“Most companies rush to publish content without asking, ‘What are our actual thoughts? What are we leading on?’”

Thought leadership isn’t a volume game. It’s a perspective game. If you don’t have a unique angle, you’re just adding to the noise.

Actionable Step: Find Your “Spiky” Point of View

Grab a notepad and answer:

• What does your company believe that others in your space might disagree with?
• What’s one outdated practice in your industry that you’d love to eliminate?

Then create content around that. Stand for something.

Final Thoughts

B2B SaaS doesn’t have to be boring. In fact, the brands that stand out today are the ones who:

• Cut to the chase
• Speak like humans
• Create content people actually want to consume

So next time you’re writing a whitepaper, planning a webinar, or working on your next lead magnet – ask yourself:

Would you keep reading, watching, or listening?

If not, it’s time for a rethink.

Want help turning these ideas into content that generates leads? Book a free strategy call with Rocket SaaS and let’s make your content marketing strategy actually work.

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By Ryan James

Founder @ Rocket SaaS