If you’re a marketer in a Microsoft Partner company, there’s a good chance you’ve got marketing money sitting there waiting to be used and you might not even realise it.
Every year, Microsoft allocates Co-operative Marketing Funds (Co-op) to eligible partners, designed to help you promote Microsoft solutions, attract customers, and grow faster.
Here’s the best part, those funds can often be used for content marketing, the kind of activity that builds awareness, nurtures leads, and positions you as a go-to Microsoft Partner.
So, if you’re in the middle of planning your FY26 marketing strategy, here’s how to make the most of your FY26 Co-op funds for content marketing — and how to spend them in ways that deliver real, measurable impact.
What are Microsoft Co-op funds?
Co-op is part of Microsoft’s Partner Incentives programme. It’s essentially marketing funding you earn automatically based on your sales performance as a Microsoft Partner.
Think of it as marketing credit that rewards your success and helps you reinvest in your business. The goal of the Co-op fund is simple, to help you build demand for Microsoft technologies while growing your own brand and customer base.
As a Microsoft Partner, you can use these funds for activities that drive awareness and sales — from digital advertising to customer events — and, crucially, for content marketing and digital campaigns that align with Microsoft’s priorities.
Who qualifies?
Not every partner receives Co-op funding, but many do. If you’re part of the Microsoft Commerce Incentives (MCI) programme, you’re likely eligible.
That includes:
- Cloud Solution Providers (CSPs) – Direct Bill, Indirect Reseller, and Distributor partners
- Surface PC and Surface Hub Partners – Authorised Device Distributors and Resellers
- Hosting Partners
The amount you earn depends on your sales performance, and once you pass Microsoft’s minimum threshold, your funds accrue automatically. These can then be used in the next cycle for approved marketing activities — including content marketing that showcases your Microsoft expertise.
How the FY26 funding cycle works
Microsoft’s fiscal year runs from July to June, and Co-op follows the same schedule.
- July to December: You earn your FY26 Co-op funds.
- January to June: You spend them on approved marketing activities.
It’s a simple rhythm: earn first, spend later. But here’s the catch — if you don’t use your funds by the end of the usage period, they expire.
So, if you earn funds between July and December 2025, you can use them between January and June 2026. That makes now the perfect time to plan your FY26 Co-op-funded content marketing — before the spending window opens.
What you can spend Co-op funds on
Microsoft Co-op funds are designed to support marketing that drives results. And that’s great news, because most of the activities you should already be doing to grow your brand and generate leads are eligible.
Here’s a breakdown of where your FY26 Co-op funds for content marketing can be used most effectively.
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Demand Generation
Demand generation covers the marketing that brings new people into your orbit — helping them discover your solutions and start their journey with you.
Co-op funds can be used for:
- SEO and website optimisation – improving your visibility in search (and AI-powered search)
- Content creation – blogs, case studies, eBooks, and thought-leadership pieces
- Digital advertising – paid search, paid social, or display campaigns
- Multi-channel content campaigns – combining blogs, social, and email outreach
This is where Bright Star’s team can help. We specialise in Microsoft Partner content marketing that connects – blending SEO, storytelling, and smart strategy to attract the right audience and position you as a trusted expert in your space.
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Lead Nurturing
Generating leads is only half the battle. You also need to nurture them. That’s another area where Co-op funding can be put to work.
Eligible activities include:
- Email campaigns and newsletters
- Customer webinars or virtual events
- Follow-up and lead-nurturing sequences
- Content for specific solution areas (for example, Azure, AI, or Security)
We help partners design nurturing content that keeps prospects engaged — from email flows to long-form assets that educate and inspire. These activities not only qualify for Co-op funding but also help you build long-term relationships with customers and prospects.
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Brand Awareness
Your Co-op funds can also go towards activities that raise your profile and align your brand with Microsoft’s strategic focus areas — such as AI, Cloud, or Security.
That might include:
- Social media campaigns and graphics that showcase your expertise
- Website content refreshes with AI + SEO optimised copy
- Storytelling campaigns that demonstrate customer impact
Our team works with partners to create content that reflects Microsoft’s priorities and your unique value whether it’s through SEO-rich blogs, solution pages, or digital storytelling campaigns.
Why FY26 is the year to focus on content marketing
Microsoft’s FY26 priorities revolve around cloud innovation, AI transformation, and security — and that means storytelling is more important than ever.
Customers don’t just want to see that you sell Microsoft solutions; they want to understand the outcomes you create. That’s what great content marketing does.
By using your FY26 Co-op funds for content marketing, you’re not just ticking a compliance box — you’re investing in your brand’s voice, visibility, and authority within the Microsoft ecosystem.
How Bright Star helps Microsoft Partners
At Bright Star, we work exclusively with Microsoft Partners. We understand your ecosystem, your customers, and what makes your marketing different.
We don’t handle Co-op claims or Partner Center admin — that’s yours to manage — but we do help you deliver the kind of marketing Microsoft actively encourages and supports.
Our services include:
- Content strategy – building your brand story and positioning
- SEO and AI-search-optimised blogs and web copy – helping customers find you online
- Email and newsletter content – nurturing leads and maintaining engagement
- Social media content and graphics – bringing your brand to life across platforms
Every project we deliver is strategic, measurable, and Co-op-eligible — helping you turn Microsoft’s funding into real marketing momentum.
Don’t let your FY26 Co-op funds on the table
Every year, partners leave Co-op money on the table because they don’t realise what they can spend it on. Your FY26 Co-op funds for content marketing are there to help you grow your business and amplify your voice. Use them to invest in content that drives awareness, builds trust, and converts opportunities into results.
All you need to know about FY26 Co-op funds for content marketing
What are FY26 Co-op funds?
FY26 Co-op funds are marketing funds Microsoft provides to eligible partners as part of the Partner Incentives programme. Partners earn these funds based on their sales performance and can use them for approved marketing activities — including content marketing, digital campaigns, and customer engagement.
Can I use my FY26 Co-op funds for content marketing?
Yes, absolutely. Microsoft allows partners to spend Co-op funds on demand generation and brand awareness activities — which includes content strategy, blog creation, SEO, website copy, email marketing, newsletters, and social media content. These activities help promote Microsoft solutions and drive customer demand.
Who qualifies for Microsoft Co-op funding?
Partners who participate in eligible Microsoft Commerce Incentives (MCI) programmes — such as Cloud Solution Providers (CSPs), Surface partners, and Hosting partners — can qualify. The amount you earn depends on your sales performance and Microsoft’s earning thresholds.
When can I use my FY26 Co-op funds?
Co-op funds follow Microsoft’s fiscal calendar. You earn them between July and December (H1) and can spend them from January to June (H2). It’s important to plan ahead, because unused funds expire at the end of the usage period.
What types of content marketing can be covered by Co-op funds?
Most types of digital content that support awareness or demand generation are eligible. That includes:
- Blog writing and SEO content
- Web copy updates and landing pages
- Social media posts and campaign graphics
- Email newsletters and nurture sequences
- Case studies and customer stories
If your content helps position Microsoft solutions and promote your partnership, it’s likely to qualify.
Do I need to handle the claims process myself?
Yes — you’ll submit your Co-op claims and Proof of Execution (POE) through Partner Center. Content agencies like Bright Star don’t manage the submission.
How can Bright Star help make the most of the FY26 Co-op funds?
We help Microsoft Partners turn their FY26 Co-op funds into strategic, high-impact content marketing. From content planning and SEO to blogs, email campaigns, and social media storytelling, we create campaigns that are both Co-op-eligible and results-driven.
Need help planning your FY26 Co-op-funded content marketing?
Get in touch with us to talk through how we can help you turn Microsoft’s funding into campaigns that build visibility, generate leads, and grow your brand.
Ready to plan your FY26 content marketing?
If you’re a Microsoft Partner with Co-op funds to spend, now’s the time to plan how to make the most of them.
Let’s talk about how we can create your FY26 Co-op-funded content marketing strategy together.
