From a content marketing perspective, coworking is an interesting industry. For one, people have varying degrees of knowledge about what it is, who it’s for, and how it helps. And there are also a broad range of content types and categories that you can use to promote your space.
So, if you’re trying to decide what kind of content to create and how it’ll help bring in new members, here’s the general roadmap I follow.
Your goal here is to make first contact with your ideal members. You want to create awareness of your space.
You can do this using:
- SEO and keyword-driven articles
- Shareable content, like member features, content that taps into your local community, or articles that feature experts
The idea here is to create content that’s going to put your space in front of as many people as possible.
By this point, you’ve got a prospective member’s attention and, ideally, they’re on your email list. Now you want them to consider your space over their other options.
This is where you have to tap into what you know about your ideal member and create content that shows you understand them and why you’re the right fit for them.
It’s your chance to tap into the product they’re buying vs. the commodity you’re selling and to answer the questions that matter to them:
- What they ask during tours or the wants and needs they express
- The main value they’ll get from working at your space from their perspective (i.e. feeling professional, meeting and connecting with people, or impressing clients)
- Their aspirations (i.e. who they want to be and where they want to go)
This is your chance how to tell them how you’ll solve their problems.
You can also work in a few selective hard sells, like content that:
- Directly promotes services
- Shares promotions and special offers
- Has the sole goal of driving tours or day pass trials
- Directly supports the sales process
Once you’ve got members in the door, you’ve got an opportunity to increase retention by providing them with content that adds value.
- What keeps them up at night? How can you help them solve this challenge?
- What will a new member want to know when they join and how can you provide that information for them?
- What are their personal and professional interests and goals? How can you help them achieve them? What can you help them learn? What value can you offer?
Then create content that helps address these things.
Where you allocate your efforts will depend on your specific goals, and it may change over time. But with this roadmap, you’ll be able to craft content generated to create outcomes and to measure its effectiveness.