Salesforce , the cloud software giant, has a vast content ecosystem including blogs, webinars, whitepapers, and the well-known Dreamforce conference. Salesforce’s content calendar revolves around delivering value to their customers (primarily business professionals) and supporting product education: - Themed Content Quarters: Salesforce often sets quarterly themes aligning with business challenges or industries. For example, one quarter might focus on “Sales Strategy and Leadership,” another on “AI and Automation in CRM.” Their editorial calendar slots in blog posts, case studies, and videos under these themes throughout the quarter , creating a cohesive narrative for their audience. - Product Release Alignment: Salesforce times a lot of content with its product release cycles (they have tri-annual major releases).
The editorial calendar will include tutorial blog posts, release notes, feature highlight videos, and webinars around those dates. This ensures customers and prospects get a wave of educational content exactly when new features roll out. - Thought Leadership Mix: Alongside product-related content, Salesforce sprinkles thought leadership articles (like futurist pieces on the future of work, or research reports). These are planned in advance to establish Salesforce’s voice on big-picture topics. For instance, if they plan a big “State of Sales” report in June, the calendar will likely feature supporting blog posts and infographics in the weeks before and after to amplify the report’s findings. - Event-Driven Scheduling: The annual Dreamforce conference is a massive content event in itself.
Salesforce’s editorial calendar in the months around Dreamforce includes speaker announcement blogs, countdown emails, social media sneak peeks, live-stream schedules, and post-event recaps/interviews. This pre-planning ensures maximum engagement during the event and milks the event for content long after it’s over (like posting recorded sessions, writing about key takeaways, etc.). Lesson from Salesforce: Align your content calendar with key business activities – whether that’s product launches or events – and use themes to keep content focused on what your customers care about each quarter . A well-timed content schedule can educate and engage your audience at every step of your business cycle.