Creating content as a Salesforce partner will involve juggling billable hours, customer calls, and looming release schedules. I’ve written this article to provide a bit of guidance for before you draft a single blog post or start dreaming about that lead magnet e-book.
Take a step back and address these core points. If you don’t, you might find yourself staring at a blank google doc for days, leaning a little too much on ChatGPT and wondering why no one is reading what you’ve written.
Below are five foundational principles to help you write your content.
Know Exactly Who You’re Speaking To
Yes, I know, very basic. But you’re not writing for “everyone in tech”, you’re writing for the Salesforce architect trying to fix a problem at 2am, or the sales leader who’s team hates updating Salesforce and can’t forecast accurately.
Spend time listening to actual discovery calls or understanding support tickets. Take note of the phrases partners and customers use and let those terms guide your content. You should be reflecting conversations you have with your customers.
For example, we often have calls with Salesforce partners who just don’t know where to start with content (hence this blog post).
When you begin with the exact language of their pain, your posts feel less like marketing and more like a trusted conversation with someone who understands their world.
Value Before Features
Your customers don’t care about your fancy dashboard or automated blah blah blah until they know what stress it solves. Start by articulating the outcome then explain how your solution delivers that result.
“People buy outcomes, not features”
If your tool eliminates manual data checks, what does life look like after it’s being used? When you lead with outcomes, every feature you mention later becomes immediately relevant, not just another item in a BORING spec sheet.
Choose a Process You Can Sustain
If your content strategy demands a 10-person editorial board, weekly brainstorming sessions, and six rounds of review for a 500-word post, you just won’t get posts done. Also, the person writing will hate you! Instead, just start with a lightweight process that fits your delivery cadence. Maybe it’s dedicating two hours every Tuesday morning to writing and peer-review, block that time like a client meeting.
The key is consistency. A simple, repeatable habit, even if it produces one concise, high-value post per month, that beats sporadic attempts at “perfect content” that will never materialize.
Build Each Piece Around a Real-World Challenge
In a long consulting engagement, there will be specific business problems you solve. Apply that same principle to content: each article should revolve around one genuine issue your customers face.
Maybe it’s integrations going wrong when teams skip testing, or lagging sandbox refreshes disrupting a release window. Develop that pain, explain it better than the customer understands it, offer some genuine advice, and position your company/tool as the solution. Try the Pain-Agitation-Solution framework.
If you’re an ISV, then this will be slightly different, but the principle remains the same.
Resist the urge to pack multiple themes into one post. When you stay laser-focused on a single challenge, your readers feel understood and learn something valuable.
Establish Simple Metrics
Views and social-share counts might make you feel good, but they don’t tell you if your content is actually helping someone move along in their buying decision.
Track things that matter. Are you getting more inbound leads? Are you closing deals faster? Are you seeing more people click that “contact us” button? (Btw if you don’t have this visibility in your Salesforce, we can help, just get in touch!)
Use the analytics to build on that momentum, write more about the adjacent issues. Repurpose the content that’s working. Over time, these signals shape a content strategy that brings you leads, not vanity metrics.
Summary
You’ve just walked through something that every Salesforce partner should think about before typing a single piece of content.
When your next blog post feels daunting, return to these fundamentals. Ask yourself: have I captured the language of a customer’s real frustration? Am I leading with the outcome they care about? Can I carve out time this week, blocked on the calendar, to draft a single, straightforward post?
Each time you answer “yes,” you’ll gain confidence and be more likely to post.
If you’d like to build a consistent content strategy, let’s have a chat!
Because real change happens when we move from overthinking to action, one authentic, problem-focused post at a time.
BlueCloud 
Leave a comment