EdTech marketing playbook
EdTech marketing in 2026 is content-led demand generation. Free learning content that ranks for buyer-stage queries ("learn [skill]", "best course for [outcome]") feeds the funnel for paid courses, certifications, and B2B training. The brand that produces the most-cited free learning content wins discovery. Xpand Media runs the full operating spine for edtech across South Africa, UK, US, and MENA.
Last updated: May 2026
- ICP stage
- Established edtech, $1M+ revenue, content-led growth model
- Key platforms
- YouTube Ads · Meta Ads · Google Ads
- Active in
- 5 cities
The operating spine
Services that run inside every EdTech engagement
Service
Performance marketing
Paid campaigns on Google, Meta and YouTube, plus LinkedIn for B2B, run by Xpand Media and reported against your own revenue data.
Service
Marketing strategy and planning
A marketing plan, channel priorities and oversight of your vendors, from an agency that also runs paid, outbound and web.
Service
AI ad creative and UGC-style video
AI-assisted ad creative: UGC-style video, hooks and static ads for paid social and search, scripted and reviewed by Xpand Media.
Service
Generative engine optimization (GEO)
AI visibility work: we check how 5 AI engines describe your brand and fix the pages, schema and listings you control.
Where EdTech clusters
Cities where we work with EdTech companies
FAQ
Common questions about EdTech engagements
What's the priority for an edtech in 2026?
Do you work with B2B training providers?
How does AI engine citation work for educational queries?
What channel mix works for edtech consumer acquisition?
Ready to run the playbook?