Volume 48
That text made me stop for a moment. It was honest. Real. And I think a lot of us can relate to that feeling of wanting to do all the “right” things but not knowing where to start, how to fit them all in, and perhaps even wonder if it will even make a difference.
My friend, who is a new EdTech founder, sent that text after listening to my recent podcast episode on why October is such a critical time in education marketing. In it, I shared a few ways to take advantage of this season by building your email list, showing up consistently, and diversifying your presence across platforms. But even with all that practical guidance, the question where do I even begin still lingers.
It reminded me of my time at Edutopia, when we highlighted a profile of an incredible educator named Vicki Davis, known as Cool Cat Teacher. After that issue came out, a teacher wrote to me saying, “Why don’t you feature real teachers like me?” I remember thinking, you are that teacher. The difference was that Vicki had been refining her practice for decades, while this teacher was just starting out.
Amy Porterfield, an expert marketer and podcaster I deeply admire, often says, “Don’t compare your beginning to someone else’s middle or end.” That line has always stayed with me and helped me in times when I just wanted to give up.
Education is a challenging industry to start in. Although I’ve been in it for almost two decades, I've realized that the more I learn about this unique industry, the more I realize how much I don’t know. That’s why I’ve never liked the word expert. It assumes the learning has ended. None of us are done learning, especially now. We’re all rolling up our sleeves, trying to make sense of the rapid wave of innovation hitting us from every direction.
This feeling of overwhelm and uncertainty about where to start comes up in almost every conversation I have with founders, leaders, and marketing professionals. They’re asking the same questions: Where do I start? How do I show enough progress to get buy-in to keep going? The truth is, the first time you start anything that requires you to consistently show up in front of an audience will be the worst attempt you’ll ever make. That’s normal. What matters is that you start, learn, and keep showing up. The only real “quick win” I’ve ever seen is consistency.
So wherever you are on your journey, start small. Start messy if you have to. Just start, and commit to being consistent. That’s what builds trust, confidence, and real progress.
As we step into the heart of October, remember: We all are simply doing what we can. No one does it all. It’s about prioritizing what matters most and learning from it.
With gratitude,
Elana
P.S. So many of you (many who are not even in the education industry), have written to me expressing how much these newsletters help you process what it’s like being human in these uncertain times. If this is you, please reply to this and let me know. It matters more than you’d think. ❤️
Grow Awareness, Engagement, and Leads with our Content Starter Package
Our new Content Marketing Package is built for brands that need results without a big upfront spend. It includes an interview content bundle (think blog post, video, emails, and social posts), a lead magnet bundle, and LinkedIn scheduling. Learn more.
Just launched
October Priorities: How to Balance Adoption, Budgets, and List-Building (podcast)
10 Conversations With the Voices Shaping Education Leadership Today (blog post)
Why Outcomes, Not Features, Should Guide Every EdTech Decision (podcast)
[Popular] Why Marketing in Education Isn’t Like Marketing Anywhere Else (podcast)
[Timely] Social Media ROI: Key Metrics at Each Stage of the Marketing Funnel (download)
EdTech Good News
Philanthropist MacKenzie Scott has donated $70 million to UNCF, the largest single gift in its history. The funds will support endowments for all 37 member HBCUs, helping to close longstanding funding gaps and secure stronger futures for generations of students.
Marketing & Education Must Reads
Marketing
Content Marketing Institute on Strategy Shifts: Inbound isn’t dead, but content marketing is pulling ahead. Brands are playing the long game, building trust, not just traffic.
Jay Schwedelson on October Timing and LinkedIn Video: Early October is ideal for capturing customer data: engagement is high, and inboxes are clear. Meanwhile, LinkedIn video views are dropping, and no one’s totally sure why. [podcast]
Marketing Brew on Fat Bear Week: The National Park Service turns wildlife into viral gold. With humor, consistency, and just the right weirdness, Fat Bear Week shows how government accounts can win the internet.
Social Media Today on Algorithms and Emotion: Posts that spark strong emotional reactions drive the most engagement. The op-ed calls for more oversight, arguing that algorithmic design often rewards outrage over nuance.
Planable on Humor in Social Media: Humor works best when it’s true to your brand. The most effective campaigns lean into personality, not punchlines, and know exactly who they’re talking to.
Social Media Today on Threads Growth: New data suggests Threads may soon surpass X in active users. It still feels like an empty dance floor, but this could be your signal to start shaping a strategy.
Education
SETDA on State EdTech Trends: States are investing in cybersecurity, AI, and data interoperability, but priorities vary widely. The report offers a snapshot of what’s rising, what’s stalling, and where the gaps remain. (Julia Fallon will be on the podcast in January to walk through major findings!)
Principal’s Desk on Deep Learning: Great schools don’t stop at meeting basic needs. They create environments where students feel known, challenged, and empowered to think deeply.
Hechinger Report on Tutoring Effectiveness: Not all tutoring is created equal. Research shows the biggest gains come from consistent, in-school programs with trained educators, not drop-in or homework help models.
AnotherSchwab on EdTech Leadership: Successful EdTech leaders don’t chase trends. They build trust, listen closely, and focus on solving real problems with sustainable solutions.
Will Richardson on Rethinking School: If we had the chance to start from scratch, would we build the system we have now? His reflection challenges leaders to think beyond improvement and imagine true reinvention.
Reports and Tools
FY26 Budget Cuts: The proposed federal budget would slash key education programs, shifting more responsibility to states. Use this tool to estimate the budget cuts in any district. [Tool]
Personalized Learning: Teachers see promise in personalized learning, but uneven implementation is holding it back. Success depends on clear goals, sustained support, and the right tools in the right hands. [Report]
AI in Classrooms: Real impact comes from real practice. This new report shares how school teams are using AI to support planning, differentiate instruction, and save time without adding complexity. [Report]
Global Teacher Insights: Teachers worldwide are feeling stretched but also hopeful. The report highlights a shared push for better tools, more support, and stronger student engagement. [Report]
Classroom of the Future: Clever’s new report shows teacher mindset and buy-in (not better tech) are the biggest drivers of EdTech success. [Report]
GSV Cup 2026 Applications: The world’s largest pitch competition for EdTech startups is now open. Deadline: November 30, 2025 at 11:59 PM EST [Apply]
In Good Company
Every day, we’re reminded that meaningful change in education is a team effort. These stories show that in action.
Higher education must help shape how students learn, lead, and build the skills employers want most: A thoughtful look at how colleges can bridge academic learning with real-world skills, reminding us that leadership and collaboration are just as essential as technical know-how.
Why Teacher-Student Relationships Matter More Than Ever: A grounded reminder that amid growing demands, connection is what keeps classrooms thriving and students engaged.
35 Years of Impact: A powerful reflection on how Teach For America's collective effort has shaped classrooms and communities nationwide, proof that sustained commitment can spark lasting change.
Five Things Education Leaders Must Reckon With on Generative AI: ALP's Amos Fodchuck offers a clear-eyed take on what school systems need to confront and embrace as AI reshapes how we teach, lead, and learn.
Summer Learning Starts in September: Lessons from District Leaders: District leaders share what it really takes to make summer learning successful from early planning to building programs that reflect students’ needs year-round.
Top Searched Terms in August on EdWeek
The Wired Marketer rounded up August’s top EdWeek.org searches, offering a glimpse into what’s front of mind for education leaders.
AI (by a landslide)
Special Education
Science of Reading
Chronic Absenteeism
Assessment
Math
Kindergarten
Curriculum
Mental Health
Dress Code
Date range: August 2025 (full month)
Another Bonus!
Are you "locking in" for the rest of the year? If your audience is Gen Z, most of them are. Find out what this TikTok trend is (and then see if it makes sense to brainstorm content around this).