What are you writing about on your blog? And more importantly, why?
You should never be guessing at topics. They should always be purpose-driven.
It’s all a matter of asking strategic questions to extrapolate specific insights about what matters to your current and prospective members so you can write articles they’ll want to read.
Here are 10 questions to help you pick the right blog topics.
1. Who are your ideal/current members?
- Job titles and roles
- Proximity to your space
- Stage of business (starting out, growth, established)
- Professional scenario (solopreneur/freelancer, small business owner/team, corporate satellite teams)
- Personal and professional interests
- Causes they care about
Rationale: Each of these factors can tell you what they’ll want to read about and what will resonate. You can use this information to brainstorm ultra-specific topics to cover.
2. What challenges are they trying to solve when they’re researching coworking spaces (or some other alternative)? How are they currently solving them?
Rationale: Understanding the specific challenges that your ideal members are looking to solve or the needs they’re looking to fulfill when they’re searching for coworking spaces (or some other alternative) lets you proactively address how and why your space is the solution they’re in search of.
3. What keeps your members awake at night?
- Things they don’t know/understand
- Personal/professional uncertainty
Rationale: If you can be a resource that helps them sleep better, you’ll earn their trust and add value well beyond just being a workspace.
4. What are their aspirations?
- Where do they want to get to?
- Who do they want to become?
- How does your space help them get there?
- What kind of content can you create to empower their journey?
Rationale: Similar to the last question, understanding their aspirations lets you position your space as a resource that helps them get there. Once again, this helps build trust and makes your space extra valuable to them.
5. What are their desires vs. motivations? How does your space connect the two?
- Desire = “what” (i.e. what they want)
- A workspace that gives them everything they need to work
- Convenience/close proximity to home
- A sense of community/combating loneliness
- A professional place to meet clients
- Being close to home
- Increased focus/fewer distractions
- Motivation = “why” (i.e. why they want it)
- The fulfillment of building a successful business
- More time to do what they love and spend time with people they care about
- Projecting a professional image to others
- Feeling more professional for themselves
- Human connection
- Reduced stress
- Getting as much work done as possible while still being able to enjoy their lives
Rationale: Understanding these factors lets you create content that forges emotional connections with existing and prospective members, and also allows you to showcase how your space supports their desires and motivations.
6. How would your members describe your space and the experience of working there?
- Read Google Reviews
- Review testimonials
- Just ask them
Rationale: In order to truly sell your space in a way that connects with your ideal member, you need to understand what they love most about the experience. Then, use this insight to create articles that convey it.
7. What do your members value most about your space? What’s your commodidy vs. your product?
- Your commodity is the actual thing you sell: workspace, meeting space, admin services, community
- Your product is how that commodity makes members feel: productive, inspired, motivated, empowered, supported to do their best work, part of something special
Rationale: Similar to the last question, this allows you to pick topics that convey the right value proposition to connect with your target members.
8. What are the most common questions, concerns, or objections you receive during yours, about your space, or about coworking?
Rationale: Around 70% of the buying process is done before members ever contact you. So, this lets you get proactive in writing articles that pre-emptively (or reactively) answer their exact questions and overcome their exact objections in advance.
9. What other options might your ideal members be exploring to solve your challenges? Why?
Rationale: Knowing where else your prospective members are looking for a solution to their challenges or needs equips you to craft a counterargument for why yours is the better option.
10. What might your members want to know before they sign up/once they’ve joined your space?
- What’s in the neighborhood? Restaurants? Coffee shops? Cocktail bars?
- Who else is working in the space?
- What social activities happen in the space?
Rationale: This can help sell the space to prospective members but also as an add-value/onboarding tactic once they’ve signed up.
Asking the right questions will help you get ultra-specific answers to what matters to your current and potential members.
And each of these answers can be broken out into ultra-specific blog topics.
That way, you’re not guessing what people want to read. You’re basing it on facts and research.