Make your content legendary with the Hero’s Journey

Everyone wants to be the hero. More to the point, everyone is the hero of their own story, the tale we tell ourselves of our life and how it’s going. Storytelling is a huge part of our culture, and can form the backbone of a great marketing campaign; after all, at least a part of your content should be the story of your company, your product and your customers. If you want to tell incredible, captivating stories around your brand, then the Hero’s Journey is an excellent tool to do just that, setting out the framework for stories that will engage and inspire your customers.

1) What is the Hero’s Journey?

The Hero’s Journey is a framework that is common to a lot of great stories, from myths and legends, to religion, to the Lord of the Rings and Star Wars. Essentially, the Heroes Journey tells the story of a person who starts from humble beginnings, is called to adventure, experiences hardship, gathers strength, overcomes a great evil, gains reward and returns to a life that is better than it was before. This simple framework underpins a wide range of stories, and what works for a tale of high fantasy can also work for a story of your customer’s journeys.

2) How does it apply to marketing?

The first thing to remember is that great content marketing isn’t about the story of your company. Great content marketing is about the story of your customers, and the ways your company can help with their problems. When you bear that in mind, the benefits you can get from the Hero’s Journey become clear – you can use the format to help you tell a story of your customer, their challenges and the steps that they take to overcome them. Your customer is the hero, while your company, your services or your product become the aid they receive along the way.

3) How does the Hero’s Journey shape my content?

The Hero’s Journey is a simple format that can be applied to a customer’s journey in a number of ways, but here is one example. The hero – your customer – is introduced. They feel that something is lacking from their life, but are unsure of how to fill this need. At first, they are afraid to face the challenges in front of them, knowing they have an issue they don’t know how to surpass. Enter your company, whose advice and tools show the hero that they can overcome their challenges. The hero begins their journey, meets new friends, and faces the challenge they once doubted they could overcome. Through the help you have given them and the confidence it has let them develop, the hero overcomes their challenge, reaches their goal, and returns to their life a stronger person than they were before. This is a journey that every customer will be able to identify with, one that should encompass their hopes and fears and show them that, with your help, they are strong enough to reach their goals.

4) How flexible is the Hero’s Journey?

There are almost infinite ways to tell a story that encompass the Hero’s Journey. Probably one of the best pieces of content marketing in recent years is the story of Deng Adut, whose journey from child soldier to lawyer went viral in 2015. The story is of Deng’s strength and struggle, but the role that the University of Western Sydney played in his story makes the story an incredibly engaging piece of content marketing for the university.

John Rowbottom Design and Marketing can help you find the stories that matter to your company. To find out what we can do for you, visit us at today.

5 ways to get more from your content with repurposing

In content marketing, creating a great piece of content is just the beginning. If you’ve put together an absolutely fantastic blog post, video or email, then you should be getting as much benefit from it as possible. Repurposing your content means that you can take the best elements of what you have created in one format, and use it to easily create new content for other formats, platforms and audiences. In today’s post, I look at five ways to repurpose your content to increase your audience and gain more traffic.

1) Extract key data

If you have created a piece of content that leans heavily on statistics and data, consider ways that you can take the key points from that data and re-use them elsewhere. Solid data makes a great basis for infographics, or can be extracted to use as a tweet or facebook post that focusses on one or two important takeaways.

2) Replay video content

If you’ve hosted a webinar or similar live content, then you have a chunk of long-form video content that can be used elsewhere. You can use that as the basis for a number of shorter pieces for video on demand, from a long-form cut of the event that can be used on platforms like YouTube, to quick highlights that you can post on TikTok, Facebook or Linkedin.

3) Turn blogs into podcasts

This is one of the easiest ways to convert content into other formats. If you have a high-performing blog article, then you have an almost complete script for a podcast. All you need to do is record it (or find someone with a voice for radio on a platform such as Fiverr), maybe making some adjustments to make the tone less formal, and you’ll have an excellent piece of audio content.

4) Find new audiences

Sometimes, you don’t even have to change the content in order to repurpose it. Turning a presentation into a slideshare deck, taking video content you’ve run on YouTube and reusing it on Facebook or Linkedin, or re-posting infographics on Twitter all make use of content you already have without any changes being necessary. Always consider what platforms you haven’t made use of, and see if you have content that would fit their format.

5) Turn long form pieces into guides

Whether you’ve put together a script for a video or podcast, a series of blog articles or a newsletter article, long form content can form a great base for an eBook. eBooks are appealing because they condense a lot of information into a format that can be read at the audience’s leisure, and asking your audience to register with you in order to download the book means you have a way of collecting the contact information of people you know will be interested in your content.

John Rowbottom Design and Marketing help businesses across Australia make the most of their content. If you would like to know what we can do for you, visit us online at

What’s coming in 2021? Five marketing trends that will shape the year

It goes without saying that 2020 was not a normal year, for marketing or anything else. Widespread disruption has impacted and changed every industry, and will continue to do so for the foreseeable future. Thankfully, as we head into 2021, we are able to get a clearer image of what is happening in the marketing industry and what we can expect from the year to come. In this article, I look at five predictions for marketing trends in 2021.

1) Agility

Though we have a clearer view of what to expect moving forwards, one thing that 2020 has taught us is that we can never assume we know for sure what tomorrow will bring. Change is always inevitable, and the changes that 2020 have brought will not be going away in 2021. Agility and the ability to respond quickly to a changing business environment will be more important that ever in determining how well your business is able to navigate this changing landscape and take advantage of the opportunities it will present.

2) Remote service

One of the lingering impacts of the pandemic response will be a much wider use of remote services, whether that be telecommuting, video conferencing, or home delivery of goods. While it was necessity that introduced a wider market to remote services, their convenience and ease of use will retain that market, meaning that utilising new channels to reach customers will be an essential part of the coming year.

3) Tracking results

As home services increase, ad spend from companies will shift towards promoting ecommerce and remote service options. For marketers, this will mean even greater focus on being able to track and measure specific results. Ecommerce brings with it the ability to truly follow the customer’s journey from beginning to end, making it possible to optimise every aspect of your marketing in ways that are difficult to achieve with other sales channels.

4) Trust and security

In a changing world, customers want to know that their interactions with businesses will be stable, predictable and safe. Customers in 2021 will be more insistent than ever on reliable products, great customer service and frictionless interaction with your business. Take the time and effort this year to make sure that every part of your customer’s journey is optimised to present the best experience possible and your customers will reward you for it.

5) Sincerity

Calls for increased inclusion and a fairer society ran throughout 2020, and will continue to do so into next year. Companies across the world have reacted to these sentiments, but in too many cases these were seen by customers as transparent attempts to capitalise on the issues. In 2021, it will be important not just to say that your company cares about the issues facing your customers, but to show that you are genuinely taking action to help deal with those issues.

John Rowbottom Design and Marketing look forward to helping you with all of your marketing needs in the year to come. To find out what we can do to help your business, visit us online at

Seasons greeting to all our customers – the JRDM blog will return with new content on January 6th 2021.

Experience is everything – five tips to improve your user experience

If you’ve spent the time to put together an effective and engaging campaign that works to bring customers to your site, the last thing you want to have happen is for those customers to lose interest or leave your site before taking action. A good user experience (UX) on your website and landing pages is vital in making sure that your campaigns succeed in the goals that you have set for them. In today’s article, I look at five ways you can improve your customer’s user experience and get better results from your campaigns.

1) Consider customer knowledge

Not every customer comes to your site with the same information. Some customers will already know everything they need to know about your product and will want to move through the sale process as quickly as possible, without interruption. Others will be looking for information and guidance before they make their decision. Most will fall on a spectrum somewhere in between. In setting up your campaigns and building your landing pages, bear in mind the different types of customer you have and the differing amounts of information they will need, and try to lead the right person to page that gives them what they need to make their transaction with you as easy as possible.

2) Make it flow

The core of good user experience design is making sure that the customer is lead though the page, following the layout and information without interruptions and without them having to search for what they need. Make sure that key information is at the top of the page, above the fold, and that your layout encourages the user to move their attention from one element of your page to the next. Place your calls to action regularly throughout the user’s journey, to ensure that no matter how far through your content the user progresses, they are encouraged to take action.

3) Know what you want

Every marketing campaign should be pursuing a specific goal, and your user experience should be driving your users to complete that goal. Make sure that you know exactly what it is that you are trying to achieve, whether that be an email sign up, to contact you for more information, or to purchase an item. Knowing what you specifically want to achieve means that you know what to emphasise within the page, what your call to action should be, and what to test for.

4) Make sure you look good everywhere

The ways that your users have to access your content are now more varied than they have ever been, with users accessing media from smartphones, laptops, smart TVs and more. Responsive web design is absolutely essential in making sure that your content looks its best on any platform. Make sure that you incorporate responsive design into the creation of your pages, and make sure that your content still looks good and flows correctly no matter what platform your users might be using.

5) Test everything

As with everything else in a marketing campaign, never simply assume that your user experience is perfect. There are a wide variety of tools available to help you test and optimise your material. A/B testing, click maps and scroll maps are all vital to helping you understand how your users are navigating your pages, what is getting their attention, and where they are disengaging. Test everything, make improvements, then test again.

John Rowbottom Design and Marketing is a Sutherland Shire based company offering marketing and design services to businesses throughout Sydney and Australia. If you would like to find out more about how we can help you achieve your goals, visit us today at

Getting Hyped – four ways to use anticipation in your marketing

At some time or another, everyone has had an event they’re counting down the days they have left to wait for. Whether that’s a new Apple product, a movie premiere, a holiday or an event, we all know that as the days go closer our minds wander back to what we’re anticipating time and time again. Who wouldn’t want to get their customers to be that excited about their business? In today’s article, I look at four ways to use anticipation to boost customer engagement with your campaigns and your business.

1) Tease what’s coming

The first step in building anticipation for an event is letting people know what’s coming. You’ve seen media companies do it for movies and videogames; a simple, short teaser trailer letting you know just enough about a coming product to whet your appetite. The same tactics can be used in your own campaigns. Letting your customers know a little about the event or product you want to promote lets them know what is coming down the line, the first step in building excitement and intent for what you have. Don’t let all the information out at once – put out just enough through your social media channels to pique the interest of your audience and make them curious to know what comes next.

2) Let your audience spread the word

Anticipation for a product spreads the more people are talking about it. If you are running a large campaign this is the point that you would reach out to influencers whose audience matches the market you’re trying to reach, to share key information about the product with them for them to discuss and promote to their followers. If you’re running a smaller campaign, a similar effect can be had by reaching out to the customers you know are most active within your community. Sharing information or product samples with these local-scale influencers will let the people that your customers know and trust help to spread the word about is coming up for your business, making sure that your audience will stay engaged and interested.

3) Build excitement

The closer you come to the big event, the more your audience should know about what to expect. Just as you released a teaser at the start of the process, you should release information about what is coming up on a regular basis, letting the product come into greater and greater focus throughout. This slow build of information will let your audience piece together what to expect themselves, keeping them involved and building their hype as they get closer and closer to the final date.

4) Drop the mic

When the day comes for the event you have been building to, make sure that all of your customers know it. Send out information on every channel you use, on every platform. Offer incentives to make sure that your audience will engage with what you are promoting right at the start; offer discounts, add-ons or promotional items for the first customers to engage. Make the event you have been promoting an event, and your customers will channel the excitement they have been building for your product into attention, business, and strong word of mouth.

John Rowbottom Design and Marketing is a Sutherland Shire based marketing agency helping companies across Australia to get the most out of their campaigns. If you would like to find out more about what we can do for you, visit us at and speak to us today.

Knowing when you’re losing – five ways to identify poorly performing campaigns

In marketing, knowing how well you are performing is key to success. Understanding which of your campaigns are the most successful at drawing in leads and converting them to customers is an essential part of ensuring your campaigns are optimised. But to really ensure that your performance is as high as possible, it’s also important to identify the campaigns and promotions that simply do not work, to find out why, and to kill off anything that is costing you money for no real benefit. In today’s article, I look at five ways to identify campaigns that simply aren’t working.

1) High bounce rates

If a customer hits your landing page and goes no further, that usually means one of two things; either the customer isn’t interested in what they found there, or what they found there has given them all the information they need. Neither of those options moves a customer further down the acquisition process.

If your landing pages are experiencing a high bounce rate, take a look at the structure of your landing page. Make sure that it is aligned with your campaign, easy to navigate, and offers a clear call to action that appeals to the customer you’re trying to attract.

2) Low page traffic

If your landing pages aren’t seeing a lot of traffic, then your campaigns aren’t drawing in customers. If you are running an inbound campaign, consider the ad content that you are running. Is it clear and easy to understand? Does it offer a proposition that interests your customers? Is it running in the right place to reach the right customers? Take a look at the upstream metrics for your ads, through the platform you are running them on. If your ad is being served to a lot of people but generating few clicks, then it’s definitely time to reconsider the content of your advertising material.

3) Few return visitors

New visitors are good, but unless they keep returning to your website, they are unlikely to become long-term customers. If your campaigns are bringing in a lot of customers but not getting many of them to stay, consider the structure of your site, the quality of the content there, and the ease-of-use of your customer experience. In an ideal world, you want content that is compelling enough to keep customers coming back for more, and a customer experience frictionlessly guides the user through the sales process.

4) High acquisitions costs

As always, the number one metric to judge any campaign by is revenue. If you are spending more to bring customers to your site than you are earning from those new customers, then ultimately the campaign isn’t doing its job. Low conversions can be a sign that your advertising isn’t drawing in the right leads, that your customer experience is poor, or that your offer isn’t suitable for your audience.

5) Know when to fold

Ultimately, if a campaign is repeatedly failing to meet your goals, then the decision will need to be taken as to whether it can be fixed and brought up to the level that you need, or if it should be killed off entirely. The points above will give you a good indication of how far under expectations a campaign is running and what the causes might be, and whether it can be saved will be different for each campaign, but don’t be afraid to be brutal. A poorly running campaign does your business no favours, only costing you money and the good will of your customers.

Located in Sydney’s Sutherland Shire, John Rowbottom Design and Marketing helps businesses across Australia to reach their goals. If you want to find out what we can do for your campaigns, visit us at and book an appointment today.

The Best Policy – Honesty in Content Marketing

Though it might run contrary to traditional views of marketing, honesty in your content marketing is an essential part of creating content that will work for your audience. Building faith in your product and your business, honest content marketing will help you create better and more productive relationships with your customers. In todays article, I look at four ways that honest communication creates better content.

1) Genuine passion matters

This is a point I’ve raised before, but it has particular relevance to the topic and it’s always worth re-stating. Your customers know what matters to them, and they care about the problems that your product solves. That means they can tell almost instantly if you don’t have passion for what you are discussing in your content marketing. Content needs to come from subjects you care about. Don’t try to fake an interest in something just because you think it’s the latest hot topic. If you don’t care about the topic, either avoid it, or tap someone who does care about it to create content around the topic for you.

2) Nobody wants to be lied to

A good relationship with your customers is something that takes time and effort to build, and it can be undone in an instant if they find out that you have lied to them or obscured information. If you know that there will be an issue that will change something you have already promoted, whether that’s changes in services, reductions in product lines or changes in pricing, be honest with your customers, apologise and let them know what is happening. Honesty up front can help prevent serious damage to your reputation down the line.

3) Admit who you’re not for

No product or service on this planet is right for everyone. You’ve already narrowed down your market by identifying the demographics and customer profiles that match who buys your product. You can further hone your market by being honest about what your product does and doesn’t do, and which problems it can’t solve as well as what it can. Admitting this up-front might narrow your customer base, but it also means you reduce the risk of alienating customers who would be unsatisfied with your product. A customer who knows one product isn’t right for them might come back later if you add a product that meets their needs; a disappointed customer is probably lost to you forever.

4) Own your issues

Just as no product is for everyone, it’s also true that no product is perfect. In all probability, however good they are, it’s likely that your products and services have some areas they’re weak in. Again, being honest about these points means that you avoid potential customer disappointment, and providing a roadmap for when you might overcome those issues means that your customers know what they can expect from you in the future.

Honesty about the reality of your business doesn’t just mean better customer relations; it also helps you stand apart from your competitors in a crowded market and build a reputation as a company that consumers can trust.

If you want to build customer relations that will drive your business forwards, John Rowbottom Design and Marketing can help. Visit us at to see what we can do for you.

5 ways to build better customer relationships

The most important asset that a company can develop is a positive and understanding relationship with its customers. Understanding your customers means that you understand their needs, where to reach them, and what messaging will be most effective, saving you time, effort and money when it comes to creating your marketing campaigns. In today’s article, I look at five ways you can improve your understanding of your customer base and build better relations.

1) Talk to your customers

This is a simple point, but it can’t be overstated enough. Talking to your customers about their experiences and their needs is the best and simplest way to improve your understanding of them. Nobody knows more about what your customers want than they do.

To get the best results from your customer contact, you need to have a plan for what you want to achieve. Ideally, you should choose one or two key points you want to get more information on, and ask questions specifically addressing those points. Without focus, you’ll be limited to a very generic understanding of your customers, which is of limited use in improving the customer experience. Take care, as well, to try to remove biased or leading questions; you want the real and honest opinions of your customers, not something influenced by what you might want to hear.

2) Take advantage of analytics

This isn’t the first or last time that I’ll praise the usefulness of analytics on this blog. Every website owner has access to vast troves of information on how their customers use and interact with their website. Analytics can show you what your customer like, whet they don’t, what pages are attracting the most views and what content is working for your audience. All of this is vital information, and something you should always take advantage of. Use analytics to see where you can improve your sites user interface to draw more attention to the pages you want to see more traffic on, what content to focus on developing, and what your customers most want from your business.

3) Know your customer’s interests

It might not seem important to know what your customers are interested in beyond the scope of your business, but there are definite advantages that you can take from knowing the other habits and interests of your customers. Understanding what your customers engage with gives you an understanding of their values and their drives, and is an incredible mine of opportunities for content marketing or cross-promotional campaigns. Being able to talk with your customers about the things that matter to them makes it easier to capture their interest, and positions you as an organisation they are more likely to trust.

4) Take personas further

Customer personas that are only based on simple demographic data such as age and gender are of some use, but personas can be taken much further. If you have followed the advice in this article, you should have a much deeper understanding of your customers, incorporating information on how they use your product, how they use your website, their attitudes towards your company, their purchasing habits, and their interests beyond your business. All of this is information that should shape how you interact with your customers. Once you have it, use it, and incorporate it into customer personas that more closely capture the types of customers you have.

5) Understand the customer journey

Mapping the customer journey lets you understand exactly what is needed to turn a customer from a prospect to a closed sale. That journey might be simple or complex, but the only way you will understand it, and how to improve it, is to take the time to map it out. Look at each step in the journey and consider what you can do to reduce resistance, improve the customer experience, and provide better service. An improved customer journey will increase your sales volume and create happier, more loyal customer from your leads.

If you want to build an in-depth understanding of your customer base, John Rowbottom Design and Marketing can help. Visit us online at and find out what we can do for your business.

Planning for the unexpected

If recent years have shown anything, it’s that we can’t guarantee that tomorrow will continue to look the same as today. Unexpected change can come from any angle, and like with any section of a business, your marketing needs to be able to adapt to the changes that might come along. In today’s article, I look at four ways that you can prepare yourself and your marketing to deal with unexpected change.

1) Leave room in your plans for change

A marketing calendar gives you the opportunity to lay out the content that you will be using ahead of time. This is a great tool for any marketer, helping to ensure that you have material on hand at all times, and that you are prepared for predictable events such as holidays, sales and your businesses regular sales shifts. However, a good marketing calendar should not be so packed with content that it leaves you with no room to manoeuvre. A good rule of thumb to follow is to break your content down into three main categories; one third of the material is new content, one third is repurposing that content for other formats, and one third is left open, allowing you to create material that is relevant to your needs at the time it goes live.

2) Plan for possibilities

While you can’t predict everything that might come up to disrupt your usual marketing plan, there are some things that you can assume will happen even if you are not sure when. Things like a disruption in foot traffic, a very visible customer complaint or an increase in demand for one of your products can all impact on what you might need from your marketing. Take the time to think through some of the events that you might encounter and come up with contingency plans you might use to offset any issues or take advantage of any opportunities.

3) Have a growth strategy

It’s surprising, but many businesses don’t have a plan in place for the one thing that they most want to happen – the growth of their business. This is a more specific version of point two, but it covers something that every business should be able to expect, even if you don’t know exactly when and where it will happen. Be sure that you have a plan in place for what will happen as your business grows, and how you will orient your marketing to best handle and manage the opportunities that growth will give you.

4) Take advantage of evergreen content

Sometimes, no amount of planning will prepare you for what has come up. Sometimes, nothing you have planned will fit with current events, and there isn’t much your marketing can do to take advantage of the situation. At those points, don’t be afraid to run some of your evergreen content, such as general advice or guides, to at least keep your content fresh and updated.

John Rowbottom Design and Marketing can help you build a marketing strategy that works for your business. If you would like to find out more about what we can do for you, visit us online at today.

Four surprising content marketing facts

Content marketing is an ever-changing field, and what was true yesterday might not be true tomorrow. On top of that, even for a field as new as content marketing, common wisdom doesn’t always match up with reality. In today’s article, I look at four facts that might change what you think about content marketing.

1) Content marketing builds brand loyalty

As anyone who has ever looked with jealousy at Apple’s dedicated customer base knows, brand loyalty is a hugely valuable resource. Loyal customers aren’t just people who will regularly return to you, they are also frequently evangelists for your business, letting their friends and family know just why they should come to you. Word of mouth is some of the most powerful marketing available; people may be sceptical of your advertising, but they’ll almost always believe a trusted friend.

Good content marketing helps to create brand loyalty by showing your customers that you understand them and their needs, and by providing them with a reason to get excited about your business. If you can create content that forms bonds between you and your customers, you’ll go a long way towards building a relationship that will have a massive potential payoff.

2) Repurposed content can often beat original content

Not every piece of content marketing needs to be completely original. Over half of all content marketers will utilise content they have culled from other sources and repurpose it rather than relying entirely on original material. Don’t be afraid to take inspiration from other articles or pieces of content that you have seen. Provided that the content is re-worked to suit your audience and your needs, and provided that you are taking elements you have seen and not lifting content wholesale from other creators, a repurposed piece of content will perform as well as, or better than, a wholly original piece.

3) Email is still the leading form of content marketing

Despite the growth of other platforms, from social media to video to blogs and beyond, email marketing is still the most popular form of content. Remember that email has several benefits – it will be delivered directly to your customers in a place that they regularly check, it can combine the best elements of social media and blogging, and if you are doing it correctly it will only be delivered to people who have specifically opted in to communication from you. By communicating to an audience that already has an interest in your business, you are putting your message in front of people who are the most likely to act on it, meaning a higher chance of them making a purchase. Though it may seem outmoded, email should always be a key part of any content marketing strategy.

4) There’s no one right way to handle content marketing

If the world were a simpler place, marketers would be able to rely on one simple method for their content marketing – one correct strategy, one best platform, one best message. Unfortunately, life is never that simple. Your content marketing strategy will always be as unique as your business is. The platforms that work best, the messages that most resonate and the types of content that will be most effective will always be different for every business. In practice, like with everything in your marketing plan, this means never assuming anything will be a success. Test everything, find out what works best, use that to shape your content, and then test again. Even a successful strategy will shift and change over time, so keeping on top of your data and tracking your content’s performance is a constant priority.

John Rowbottom Design and Marketing can help you to build a content marketing strategy that works for your business. If you’d like to take your content marketing further, visit us online at today.