Here’s something interesting I’ve noticed: as a generality, there’s sometimes a distinction between what you think your members find valuable about your coworking space and what they actually find valuable.
And it may be a missed opportunity to create specific and sales-driving content.
I should preface by saying this…
It’s not that you’re totally misaligned. There’s always common ground. It’s just that there may also be something they love that you haven’t necessarily identified as a key selling point yet.
And as you’ve heard me say before, writing great content comes down to understanding your competitive edge—the thing your ideal member truly values about you.
That’s why it’s vital to get proactive in finding out every detail of what that is.
That way, you can create content that might connect with a net-new member via a value proposition that really resonates with them.
Wondering how to do this? Here are a few ideas:
- Read your Google Reviews and see what they’re saying
- Listen to the questions that people ask during tours or the wants and needs they express
- Ask members how they’d describe your coworking space, your service, and your community to a friend or colleague
- Ask them what the main value is that they get from working at your space
- Ask them how your space has solved a specific challenge they had
- Ask them how they were solving that problem before they joined your space, and what other alternative options they explored had before joining your space
The true value you offer will be woven into the patterns you hear in their responses.
And once you’ve identified them, you’ll be able to build a content strategy based on your understanding of what your ideal member really cares about.