Articles

Educators are not a monolith; they’re like any other group of people. They have different backgrounds, experiences, and perspectives.

Although there are certainly qualities educators share—like a vocation to teach—their needs and interests change over time. One of the factors impacting change is their age.

One of the good things about the long sales cycle for education products is that you have so many opportunities to use content for lead generation.

Content marketing aligns useful information with each phase of the buyer’s journey. There are lots of models to choose from, but I prefer the simple three-step approach below.

Edtech companies with a documented content marketing strategy are more successful in achieving their business goals than companies that do not.

Creating customer personas that are linked to the stages of the K–12 product purchasing cycle can be useful in helping to shape marketing, product development, and sales strategies for education companies.

Two things that make the education industry notable are shared purpose and collegiality between educators and vendors. At the heart of both groups is the desire to help students learn, prepare for their futures, and develop a lifelong love of learning.