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Partner in Publishing

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Partner in Publishing

Partner In Publishing is the comprehensive solution to all your EdTech marketing needs.

Partner in Publishing (PIP) is a full-service agency that provides EdTech companies and publishers with the marketing, sales, business development and talent acquisition support they need to scale their products and services. Founded in 2007, PIP stands out among agencies and consultants for its decades of industry expertise, its robust network of educators and providers, and its ability to support both strategy and ex*****on. From branding and messaging to design and strategy, our portfolio includes hundreds of successful projects and campaigns for industry giants such as Pearson Education, Chegg, McGraw Hill, Lego Education, VitalSource, Language Testing International and many other distinguished publishers and innovative technology companies.

10/19/2026

Have your website's search rankings taken a hit lately? If Google search traffic is part of your content strategy, you'll want to know about these recent developments.

Google's September spam update ran from September 24 to October 8, and some sites saw significant ranking changes. While Google hasn't said the update targeted AI-generated content, its October 1 guidance offers a timely reminder that AI-assisted content needs human fact-checking before publication.

That review should extend beyond the article itself to the details that help search engines understand your content, including title tags, meta descriptions, structured data, and image alt text.

Other platforms are also responding to concerns about AI-generated content. LinkedIn introduced a way for readers to report posts they believe are AI-generated, while Substack added a tool to estimate how much of a post was written by AI.

For EdTech content teams, AI can speed up content creation, but writers still need to verify the facts. By bringing in subject-matter expertise and the originality that keeps a reader engaged, you can make sure the final piece is worth reading.

Swipe through for a pre-publish checklist to help your team review AI-assisted content →

10/02/2026

For years, higher education could plan around consistent enrollment growth: more students, more tuition revenue, and more resources.

But that consistency is lacking. So, what comes next?

In the latest episode of EdTech Elevated, Gerry Hanley, Chief Academic Officer at Partner in Publishing, and Darren Catalano, CEO of HelioCampus, talk about what happens when the number of traditional college-age students is declining while financial support for higher education is under pressure.

In this clip, Gerry reflects on the changes he’s seeing in California higher education, and why institutions may need to rethink structures and strategies that were built for a period of continued enrollment growth.

🎧 Listen to the full episode:
Spotify: https://open.spotify.com/episode/1E6UULQBvb6G7aHUQXcNV4?si=9a7c76c99a484bd3
Apple Podcasts: https://podcasts.apple.com/us/podcast/higher-ed-needs-better-data-a-conversation-with/id1761245502?i=1000791442675
YouTube: https://youtu.be/VZEvR--1-Vo?si=mdovCLTCbSwUxl31

10/01/2026

If you're finding that your organic posts are reaching fewer people than they used to, you're not imagining it. Networks are acting on a pay-to-play model and favoring content they are paid to promote.

The answer is rarely to abandon paid for organic, or vice versa. Organic and paid do different, but important, jobs:

1️⃣ Organic builds trust and shows you what your existing audience responds to
2️⃣ Paid takes what already worked and puts it in front of people who have never heard of you

Running them on separate tracks is where budgets leak. Someone sees your ad, clicks your profile, and finds a feed that looks like a different company. Or, you spent real money on creative you never tested for free first.

Run them together, and organic becomes your mouthpiece for trust-building ground while paid becomes your amplifier.

Swipe through for a hybrid approach that works →

09/30/2026

If you haven’t listened to the latest episode of EdTech Elevated, this is your reminder!

Gerry Hanley, Chief Academic Officer at Partner in Publishing, sits down with Darren Catalano, CEO of HelioCampus, to talk about the financial pressures facing higher education and why institutions are having to take a harder look at their cost structures.

In this conversation, they dig into:
• The demographic cliff facing undergraduate enrollment
• How changes to federal loans are squeezing graduate and international net tuition revenue
• Why research funding is becoming more constrained
• Why strategic cost containment is becoming increasingly important
• The relationship between institutional costs and revenue

🎧 Listen to the episode:
Spotify: https://open.spotify.com/episode/1E6UULQBvb6G7aHUQXcNV4?si=9a7c76c99a484bd3
Apple Podcasts: https://podcasts.apple.com/us/podcast/higher-ed-needs-better-data-a-conversation-with/id1761245502?i=1000791442675
YouTube: https://youtu.be/VZEvR--1-Vo?si=mdovCLTCbSwUxl31

09/24/2026

The newest episode of EdTech Elevated is live!

Gerry Hanley, Chief Academic Officer at Partner in Publishing, sits down with Darren Catalano, CEO of HelioCampus, to talk about the forces reshaping higher education and what those changes mean for institutional leaders.

As Darren explains, higher education is facing a new level of scrutiny around financial sustainability, performance, and outcomes. Accrediting bodies are moving beyond looking at an institution’s past financial performance and increasingly demanding forward-looking evidence of sustainability.

In this episode, Darren and Gerry explore:
• How changing legislation and policy are affecting higher ed funding and expectations
• Why financial sustainability is becoming a more rigorous institutional requirement
• What forward-looking data can tell leaders about institutional performance
• How colleges and universities are thinking about outcomes, accountability, and the value of a degree
• Where AI and data can help institutions navigate an increasingly complex environment

🎧 Listen now:
Spotify: https://open.spotify.com/episode/1E6UULQBvb6G7aHUQXcNV4?si=9a7c76c99a484bd3
Apple Podcasts: https://podcasts.apple.com/us/podcast/higher-ed-needs-better-data-a-conversation-with/id1761245502?i=1000791442675
YouTube: https://youtu.be/VZEvR--1-Vo?si=mdovCLTCbSwUxl31

09/22/2026

Higher education is at an inflection point, and Darren Catalano doesn’t think we’re going back.

The newest episode of EdTech Elevated drops this Thursday, and Gerry Hanley, Chief Academic Officer at Partner in Publishing, sits down with Darren Catalano, CEO of HelioCampus, to talk about what this new era means for higher ed institutions and the companies that serve them.

A few things they dig into:
• Why the era of easy enrollment growth and free spending has been replaced by a harder question: Is the degree still worth it?
• How institutions are thinking differently about their partners, and what they need from them in uncertain times.
• Why data and analytics are becoming critical to understanding institutional performance and making difficult decisions.
• How generative AI could help higher ed institutions do more with limited resources, and why implementing new technology starts with good data.

If you work in higher ed or sell into higher ed, this is a conversation worth listening to.

🎧 Full episode launches this Thursday on YouTube, Spotify, and Apple Podcasts.

09/16/2026

AEO, GEO, and SEO are big buzzwords in marketing right now. And the even bigger buzz is how your company is optimizing for it.

Many conversations around optimizing for AI search are leaving out an important element of the AEO/GEO discussion: building your company’s reputation.

If your organic traffic has been sliding this year, AI search is usually part of the reason. More of your buyers are getting their answers inside an AI summary and never click through to your site.

However, AI doesn’t just pull from your website. AI weighs the reputation you have built everywhere else:

→ Earned media
Free publicity or brand exposure created through organic word-of-mouth, customer reviews, and social media mentions

→ Executive thought leadership
Company leaders publicly sharing expert points of view to guide industry conversations

→ Third-party content
Material, data, or media created, owned, or provided by an external source other than yourself

Swipe through to see how AEO/GEO and a strong marketing strategy work together to build a company that stands out in the market →

09/11/2026

Sharing what you know before anyone has paid can feel like you're giving away something for free. What it gets you, though, is a buyer who arrives at the first call already knowing how you think.

Our CEO, Kevin O'Sullivan, on why we believe in free advice.

What being a visible expert actually gets you:
→ Inbound conversations from people who found you, instead of cold outreach
→ A spot on the shortlist before an RFP exists, sometimes instead of one
→ Referrals from people you helped once and never invoiced
→ Fewer calls spent proving you understand the market

As Kevin says in the clip, free advice pays badly in the short term and well over years. Most of the people PIP has helped have not forgotten it, and plenty of them come back as clients.

Someone takes in your thinking and then calls when the budget clears.

🎥 Kevin O'Sullivan

09/10/2026

Outcome selling worked right up until everyone was doing it. Now, a district can open five proposals and find the same three promises in each one.

The promises are often the same: retention, engagement, student learning outcomes. We hope they're true, but they're fast and cheap to write, which is why buyers have stopped reading a strong claim as evidence that a company can deliver.

As Brad Beatty, our VP of Partnerships, says in the clip, the companies pulling ahead are engineering social proof into the sales motion itself.

What that looks like in practice:
✅ Proof points at the stage of the deal where the buyer is comparing options
✅ Customers who can speak to the exact outcome you are claiming
✅ Evidence inside the proposal, so the buyer never has to take the claim on faith

When five proposals promise the same result, the one that shows its work is the easiest to approve.

09/04/2026

If you market to schools and have never taught in one, there is a gap between what you picture a teacher's day being and what it actually is.

Allison Langley, Marketing Manager and Content Strategist at Partner in Publishing, asked Allison Maudlin, VP of Marketing at Unlimited Instruction, what a marketer new to education should do on day one.

Her answer was know your audience, and she means it literally enough that it shows up in who she hires. Her marketing team is almost entirely composed of former teachers, and she spends real time with district administrators

The result is a team that already knows what will land with a teacher before anything gets sent.

🎧 EdTech Elevated, out now:
Spotify: https://open.spotify.com/episode/570m7ix0Z2ArWP2fwyGnrT?si=Jmwvcn3rRoWioSQGj2USJA
Apple Podcasts: https://podcasts.apple.com/us/podcast/rethinking-the-teacher-pipeline-allison-maudlin-on/id1761245502?i=1000787681806

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Monday	8am - 10pm
Tuesday	8am - 10pm
Wednesday	8am - 10pm
Thursday	8am - 10pm
Friday	8am - 10pm

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http://www.partnerinpublishing.com/

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