Partner-generated content refers to marketing or educational assets created and published by a company’s partners — such as resellers, affiliates, influencers or strategic collaborators — to promote shared products, services or solutions. This content may include content like blog posts, social media updates, videos, case studies, webinars, tutorials or product reviews produced from the partner’s perspective.

In B2B SaaS, partner-generated content plays a key role in expanding reach, adding trusted third-party credibility and scaling brand messaging across new and relevant audiences. When partners create content based on their own experience or specific use case, it often feels more authentic and trusted — especially when targeting niche verticals or clearly defined buyer personas.

To support this content, companies may provide partners with enablement materials like brand guidelines, messaging frameworks, co-marketing toolkits or campaign templates. Some partner programs also spotlight or incentivize top-performing content through social amplification or coordinated shared promotion.

When nurtured intentionally, partner-generated content can significantly increase visibility, deepen partner engagement and reinforce market positioning through trusted external voices.