The Power of Content Marketing in EdTech
Let’s be honest: EdTech content marketing is a bit like those infomercials where a guy with too many teeth yells about the wonders of a non-stick frying pan. But instead of cookware, you’re peddling a digital classroom solution with a dashboard no one asked for and a color scheme only a mother could love.
Still, content marketing isn’t optional—it’s how you convince educators to buy your software instead of just forwarding your emails to spam. So, if you’re looking to make a splash in a sea of smartboards and buzzwords, you’ll need more than a few pretty screenshots. You need content. Real, strategic, “this-might-actually-help-me-do-my-job” content.
Here are the five types of EdTech content marketing that just might make someone pause before deleting your next email.
1. Educational Blog Posts & Articles
Also known as: Please, Just Let Me Google in Peace
Let’s start with the humble blog post. It’s like a sandwich—everyone’s had one, and most of them are forgettable. But when done right, it can be delightful. Informative. Even… dare we say… shareable.
What Works:
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SEO-driven survival guides: Think “How to Survive Digital Learning Without Crying in the Supply Closet.” Just don’t forget your keywords—or your dignity.
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Solve real problems: If your audience is asking how to integrate AI into a third-grade classroom without summoning Skynet, answer it.
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Use numbers: “Top 5 Tools” is more clickable than “Some Random Thoughts on Software I Like.”
Why It Matters: In EdTech content marketing, your blog is the polite knock on the door before you barge in with a demo. It builds credibility and makes people think you’re less likely to break their LMS.
2. Case Studies
Proof That Your Product Actually Works—Even on Mondays
Case studies are what you whip out when someone asks, “But does it really work?” It’s your time to shine—and by shine, we mean humblebrag with metrics and testimonials.
Best Practices:
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Name names: “An anonymous district in the Midwest” sounds like the start of a horror movie. Be specific.
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Show results: “Student engagement increased 30%” is great. “Students stopped pretending to be frozen on Zoom” is better.
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Include quotes: Preferably from real people and not Greg from Sales pretending to be a superintendent.
Why It Matters: Case studies are the grown-up version of “My mom said I’m smart.” They’re essential in EdTech content marketing because they say, “Look! Other people survived this software and lived to tell the tale.”
3. Video Content
Because No One Has Read a Whitepaper Since 2009
If a picture is worth a thousand words, a video is worth at least a thousand eyeballs—and possibly a few conversions if you don’t open with ukulele music.
Key Formats:
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Product Demos: Walkthroughs are helpful, especially when you don’t assume everyone watching is a tech-savvy millennial.
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How-To Videos: If users have to Google “How to use your product,” you’ve already lost. Be helpful. Be clear. Be less annoying than Clippy.
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Explainers: Perfect for making complicated things look simple—until someone actually tries to do them.
Why It Matters: Video is shareable, digestible, and a little like caffeine: hard to function without. Especially in EdTech content marketing, where attention spans are measured in TikToks.
4. Interactive Content
Let Them Click Things!
People love clicking stuff. It gives them a sense of control in a world where their inbox holds more dread than delight.
Try This:
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Quizzes: “Which Type of EdTech Buyer Are You?” (Spoiler: always “underfunded and overwhelmed.”)
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Calculators: Let them find out how much time or money they’ll save with your tool—preferably in a way that doesn’t require a PhD in Excel.
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Interactive Infographics: Charts that move! Data they can touch! It’s like magic, except it’s JavaScript.
Why It Matters: Interactive content is the adult version of those “Choose Your Own Adventure” books. In EdTech content marketing, it’s what makes your audience engage instead of exit.
5. Whitepapers & eBooks
For People Who Actually Read the Terms & Conditions
Whitepapers are where you go to pretend you’re an intellectual. eBooks are where you go when you realize “whitepaper” sounds too sterile and “blog” sounds too casual.
Tips for Writing:
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Be thorough: Nothing says “thought leader” like 40 pages of citations and a graph no one understands.
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Stay relevant: “The Future of EdTech” better not include floppy disks or fax machines.
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Gate it: If they’re not willing to give up their email, it probably wasn’t that good.
Why It Matters: These pieces scream authority. In EdTech content marketing, they help you sound smarter than you probably are—and that’s a win.
Wrapping It Up: A Strategy That Doesn’t Involve Hoping for the Best
Content marketing for EdTech isn’t just about checking boxes—it’s about creating something your audience might actually find useful, or at the very least, not mind scrolling past.
Here’s the breakdown:
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Blogs for discoverability and advice that doesn’t sound like it was written by AI.
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Case studies for proof you’re not making it all up.
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Videos for the visual learners and multitasking principals.
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Interactive tools for people who like clicking more than reading.
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Whitepapers for when you want to sound like you went to Harvard without having to wear the sweatshirt.
And if you remember nothing else, remember this: EdTech content marketing is not about sounding smart—it’s about being understood. Even if it means explaining what an LMS is for the 400th time, with a smile. Or at least without crying.
Contact Insivia to learn more about our EdTech services and lets discuss your project!
Written by: Tony Zayas, Chief Revenue Officer
In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.