I’ll be honest: nothing makes me happier than seeing my clients’ content marketing efforts pay off and being able to share the what, why, and how of that success with others.
And Launch Workplaces just had another content marketing win that I wanted to share.
For a little bit of background…
Launch Workplaces is a multi-location coworking operator based in Maryland.
But beyond just being an operator, Launch also partners up with commercial landlords who are interested in integrating flexible workspace into their portfolio of properties.
Launch works with landlords to implement its managed coworking model into their buildings—from designing and building out the space to handling hiring, training, marketing, sales, programming, accounting, reporting, and ultimately running the space successfully.
So, our content strategy is multifaceted.
When we create content for Launch, we have two target audiences:
- Prospective and current members, and
- Commercial landlords
Suffice it to say that the type of content we create for each audience is vastly different (for instance, a while back, I wrote about a member-focused article we crafted that ranked at position zero on Google—this article was focused on how to add fun to Zoom meetings, whereas landlord-focused content pertains much more to the what/why/how of flexible workspace as a business).
This most recent win was in the landlord realm. Here’s what happened.
Launch recently received a new lead—a landlord inquiring about one of their properties and its viability as a flexible office space.
And we were able to connect the dots on exactly how they wound up in Launch’s sales funnel:
- The landlord Googled “flexible office management agreement”
- Through this search term, they found Launch’s article, 7 Steps to a Successful Flexible Office Management Agreement—the top-ranking organic result for that search term
- From here, they explored Launch’s website until they found our gated eBook, The Commercial Landlord’s Guide to Flexible Office Space, and provided Launch with their contact information
- From there, Launch’s Business Development team was able to reach out and begin the sales process
This is a great example of content marketing doing its job. Here’s why:
- Before this content was ever created, I was able to work collaboratively with Launch’s CEO, Mike Kriel, to identify specific questions that landlords often ask him when they’re inquiring about the services Launch offers
- Using these topics and Mike’s expertise, we’ve created a collection of helpful, educational, and interesting resources tailored to giving landlords the answers to their exact questions
- We bundled these resources into a lead magnet—our eBook
- We were able to get our article at the top of the rankings for an ultra-specific search term—one that, when searched, indicates a level of intent on the landlord’s part
- Our article was engaging enough to keep that landlord on the page and, more importantly, it left them wanting to continue the education process by exploring even more of Launch’s website
- The eBook did its job, collecting the landlord’s information so that the Biz Dev team could start the conversation
Whether this lead becomes a sale is still to be determined. But if it does, I imagine that the content marketing-related cost of acquiring that lead will be well worthwhile in comparison to the revenue it generates.
Giving away free value pays off in the long run, and that’s exactly what happened here.
And that’s the beauty of content marketing—I love to see it!
I work with coworking operators from across North America to craft and implement content strategies that deliver results. If you’d like to learn more about how I can help you, get in touch with me today.