Updated On: February 17th, 2025

The Challenge

SaaS companies often struggle to identify where they are losing customers in the pipeline. As a founder, being deeply involved in product development can make it difficult to maintain a high-level perspective on why users churn.

This particular EdTech SaaS company had a powerful Learning Management System featuring chat, live streaming, and calls. While their product was well-built, they lacked effective communication and content to keep users engaged post-purchase. New users would explore the platform but leave because they couldn’t see how it fit their specific needs.

The most frustrating part? The features they needed already existed—they just weren’t properly marketed. Additionally, attendance at the company’s virtual town halls, their primary channel for gathering customer feedback and fostering retention, had been steadily declining as users turned to competitors.

A quick look at engagement metrics revealed a downward trend in user interaction with town hall announcements, highlighting the urgency of the problem.

💡 Key insight: Direct customer feedback is often more valuable than metrics alone. Asking customers what they need can reveal solutions that data alone may not highlight.

Developing a strategy

I conducted a deep dive into their user communication and identified key issues:

✅ Product updates were purely text-based, failing to showcase their full potential.
✅ Users struggled to find features relevant to their use case, increasing churn.
✅ Customers felt the product wasn’t evolving to meet their needs.
✅ Features were being forgotten due to a lack of continuous marketing.

One thing became clear—they needed more visual content. The saying “a picture is worth a thousand words” holds true, and this became the foundation of my strategy. I mapped out a plan to integrate GIFs, videos, onboarding content, and interactive documents to boost engagement.

Content execution

Given that my work would be seen by over 10,000 users, the quality had to be impeccable. I began by obtaining the company’s branding guidelines to ensure consistency in tone, color, and messaging.

💡 Best practice: Before executing any content strategy, I always request branding guidelines to align visuals with the company’s identity.

The first step was to enhance the visibility of existing product features. While the company had some designs, they lacked clarity and impact. My focus wasn’t just on making things look better but on ensuring they communicated real value.

Proactively Identifying Content Gaps

Unlike a traditional content creation process, where teams simply produce material on request, I took a hands-on approach. I immersed myself in the product for three days, examining it from every angle:

• Audited every feature and tutorial to pinpoint where users faced difficulties.

• Identified under-marketed features that could reduce churn if surfaced properly.

• Consulted the support team to understand common user pain points.

From these insights, I developed content that directly improved user retention:

• "How-To" guides for easy feature adoption.

• Cheat sheets highlighting key functionalities.

• Feature spotlight videos to reinforce the product’s value.

"Wow, I didn’t even know this feature existed! I’m sure I have a use case for it—I need to check it out," said a user after we released a cheat sheet.

Once I identified the most impactful content areas, I executed with precision:

• Upgraded designs to be sleek, professional, and engaging.

• Created content tailored to user pain points.

• Streamlined approvals, reducing delays. (My most recent animation was approved with zero revisions—a testament to my deep understanding of the brand.)

"This is my PC wallpaper," said a daily active user about an animated design I created—proof that well-crafted visuals resonate.

The results

• My strategic content reduced user friction, helping users adopt features faster.

• Content execution became more efficient and impactful, requiring fewer approvals over time.

• The most recent animation required zero revisions—a reflection of how well I understood the brand.

• Customers started showing up to townhall meetings meetings again, because we measured the impact of every single piece of content and doubled down on what customers engaged with the most.

By combining strategic thinking with high-quality execution, I transformed their content approach from reactive to targeted and results-driven.

The company has been getting messages from their customers that they feel more confident in the product. Some also mentioned they were about to cancel their subscription but decided not to because they now see a far better ROI. Consistent high quality content creation helped this SaaS stay on top of mind of their customers.

💡 People appreciate good design, visuals and want to feel like they're getting a premium product. They start associating good content with your brand, and that starts to do the talking for you.

This SaaS and I have a strong partnership that is continuing, and I look forward to serving them as a client for the rest of 2025 and beyond.