Building a fan-favorite B2B brand in 6 months with edutainment content.

Marketing education is usually either boring, hypey, expensive, or a trap.

It’s boring when lengthy books or keynote presentations are shared with us, usually as part of an agenda dictated by the authors and their career goals.

It’s hypey or a trap when prominent influencers dazzle industry newcomers with promises of untold riches by watching sensational videos that lead to bait-n-switch courses.

And it’s expensive when newcomers are asked to spend many thousands of dollars in exchange for curriculum that loosely follows what was already in the ‘boring’ material above.

It’s our mission to make growth fun. So we took this as an opportunity to explore our next show: Marketer From Space. With a desire to find a different way of market education — while incorporating edutainment principles to make it delightful — we set about producing initial branded materials to see how the market would respond.

“The best cartoons on the planet.”

Testing the strategy

We started by creating a strategy that encompassed short and long term goals for the intended customer lifecycle, including what types of materials would be required in each stage of development.

Initial materials were prevailingly in webcomic form, introducing the marketing world to new characters in familiar situations. By leaning into the familiar colloquialisms, challenges, and banter, the webcomics were able to secure a small buy loyal following who enjoyed the developing personalities and witty delivery of original insights.

The success of these initial steps introduced a newsletter offer that forged cartoon-based collaborations with industry peers and prominent figures, as a way of positioning the emerging ‘world’ as a meaningful community-oriented work, rather than one that leans upon the thoughts of just one person.

Feedback started to roll in, with remarks such as, “I still don’t understand why I was not subscribed to this” — witty appreciations of the quality of the education and the quality of the entertainment that delivers it.

Expanding into more mediums

Building on the success of the ongoing webcomics, animated videos were added to the content production pipeline, showcasing the characters validated through webcomics in fully animated form, complete with voice actors and yet more lessons-via-antics.

“If this was an actual TV series… I'd wake up every Saturday at 7am to watch this. Bravo.”

The production continues to develop, and enjoys a growing loyal following in a highly competitive space. Webcomics and videos continue to be produced, and the newsletter continues to grow for those who wish to be the first to hear about upcoming content and merchandise drops.

We’re really proud of the progress the show has made in such a short time, and look forward to seeing that loyal following grow from strength to strength as the brand nurtures them, amplifies their skills, and makes them laugh every day.

“It’s one of my favorite content resources for creators and entrepreneurs, I highly recommend it.”