For service-based businesses like coworking spaces, the goal and approach of your content marketing should be to show that you’re the best resource to solve your members’ challenges prior to them ever reaching out.You should aim to educate, entertain, and engage with your ideal members over time as a way to earn their trust, build a rapport, and eliminate hesitation from the sign-up process.This isn’t a fast process. But it is what’s going to eventually get them in the door for a tour.Remember, by the time you hear from a prospective member, they’re already 70% of the way through making a decision, meaning you’re probably one of a few options and they’re taking a tour to make their final decision.So, the more content you’ve got available that shows them what your space is all about, why it’s the right fit for them, and how it’ll meet their needs better than their other options, the more effective their research will be in selling them on your space.It’s a long game. But it will pay off.