A channel content strategy is the plan a company uses to create, deliver and measure the effectiveness of marketing and sales content that supports its channel partners — such as affiliates, resellers, value-added resellers (VARs), managed service providers (MSPs) and systems integrators — in promoting and selling its products.

In B2B SaaS, an effective channel content strategy ensures partners have the messaging, tools and assets they need to confidently drive demand and close deals. It also promotes brand consistency, shortens sales cycles and improves partner performance across regions or verticals.

This strategy includes internal-facing content for partner enablement and external-facing content for partners to use in their own go-to-market efforts. Internal assets may include sales playbooks, product one-pagers, training decks and competitive guides that help partners position the product effectively. External content may include co-branded case studies, email templates, solution briefs and webinar kits that partners can easily customize and deploy.

When well-executed, a channel content strategy strengthens partner relationships, supports co-selling and helps scale marketing impact through trusted third parties.