When it comes to using content to bring in new members, there’s an important concept that you need to keep in mind:Desires vs. motivations.Desire answers “what” questions—what do your target members want? Motivation answers “why” questions—why do your target members want what they want? In general, your members desire...

• A workspace that gives them everything they need to work
• Convenience
• Cost-efficiency
• Flexibility
• A sense of community

But more importantly, they’re likely motivated by…

• The drive to build a business they’re proud of
• The urge to be successful in life
• The desire to be around inspiring, likeminded people
• The ability to get the maximum volume of work done that they possibly can while still being able to enjoy their lives
• Human connection
• Having the least stressful workdays possible

The exact desires and motivations of your target members will vary depending on your space.All too often, coworking spaces create content that gets lost in addressing desires while neglecting motivations. The best content for coworking spaces connects the dots between the two.The key is to understand your target members deeply and to create content that speaks to them directly.