8 Content Marketing Tactics That Coworking Businesses Should Use in 2023
As coworking spaces are replacing traditional office units, their demand is growing each day.
It is projected that coworking spaces will reach a market size of $13.03 billion by 2025. That is a compound annual growth rate of 12%.
To raise awareness, coworking spaces are taking small steps towards building solid community engagement.
And they’re doing that with impactful content marketing tactics.
Content marketing is opening new avenues for growth for coworking spaces, allowing them to attract and retain their members while significantly contributing to the entrepreneurial ecosystem.
But getting to the top of the content marketing game is no cakewalk. You need to follow an all-encompassing strategy that fulfils your coworking space objectives.
The following article guides you on the content marketing ideas that you can adopt to differentiate your coworking space and ensure long-term growth.
Ace your Local SEO Strategy
If you step into your customer’s shoes, what do you think is the first thing they will search on Google while looking for a coworking space?
Searchers avoid generic terms like ‘top coworking spaces’ or ‘best coworking spaces.’ Instead, their search will be location focused like ‘top coworking spaces near me’ or ‘best coworking spaces in London’. To ensure you raise awareness through search engines, you need to work towards local SEO practices which are:
- Firstly, set up a Google My Business profile and verify it.
- Choose the relevant business category
- Include quality images and videos of your coworking spaces
- Add some top customer reviews to build trust amongst new visitors.
Once you build your business profile, focus on optimizing your keywords so you can start moving up the search ranks. By creating relevant and keyword-rich content, you can boost your results and generate quality traffic.
Develop a Brand-style Guideline
Preparing a brand guideline is a must for content marketing, regardless of the industry you’re in. Content marketing will be reflecting your brand in more ways than one. Your content will be spread across platforms and channels such as websites, social media, and emails. It’s essential that your content has a uniform tone, professionalism, and objectives.
It also helps everyone involved in the content development process to have a standardised writing format. Some of the top things that need to be included in your brand style guide are:
- Mission statement and Vision
- Definition of the target audience (Try adding a sample profile)
- Definition of your coworking space personality. (It will ultimately define what tone you should adopt. Personality can range from vibrant, millennial, professional, and digital, etc)
- Research the competitors and information about how you can create a distinct positioning through your content.
- Design elements (Color palette, typography, brand voice, story, logo, and Images)
- Future Plan for content
Create a Mix of Different types of Content
Before proceeding with writing your content, divide your audience into the ToFu (Top of the Funnel), MoFu (Middle of the Funnel), and BoFu (Bottom of the Funnel). You can then target specific topics for specific audiences based on their search intent.
At the awareness stage (ToFu), such how-to articles and social media posts work the best. Similarly, for the audience at the consideration stage, consider marketing case studies and testimonials. For audiences at the last stage (BoFu), you can target blog articles that are more specific. These expedite and help the decision-making process of the customer.
Publish Descriptive Long-form Articles
Long-form articles will allow you to be descriptive and showcase your expertise in your industry. As a coworking space, use blogs, case studies, and guides to build highly engaging content in your niche. By writing on topics that your potential clients are interested in, you gradually build a reputation for a trusted and reliable service.
For example, you can touch upon topics of how-to guidelines and listicles such as “How to build a Community at a Coworking Space”, “Things to Consider while choosing a Coworking Space”, etc. With these articles, subtly mention your USPs and showcase how things are done at your coworking space.
Case studies are also a great way to build credibility as a coworking brand. Write descriptive articles about how you solved a space problem for different brands and what services your current clients are receiving.
Create Engaging Email Newsletters
Simply writing content isn’t enough. You have to spread the word. And what best way to reach everyone at once other than email? Original content never gets lost on anyone. Your subscribers have given you the liberty to engage with them. Use that to send useful newsletters that are interesting, have valuable content, and urge them to check out your content.
You can also use email newsletters to send invitations to open house walkthrough events of your coworking space, special deals, and the latest service offerings. Since you have to communicate more with fewer words, get creative. Add the right images, write a compelling subject line, and use power words to effectively communicate your message.
Don’t Forget Lucrative Testimonials
Reviews are all the rage. 74% of consumers believe that testimonials increase their trust in a brand. Ask your current clients to rate your space on Google, Social Media, and directories.
Your social reputation gets a significant boost via client testimonials as your clients are your target demographic and that makes them your biggest advocates.
If a startup client shares a positive review, other like-minded startup entrepreneurs can get motivated to check out your coworking space. Their ratings will eventually help you rank on the local results.
Showcase Spaces, Benefits, and Events on Social media
As a coworking space, you need to showcase what sets you apart on your social platforms. 80% of social media users use the platform to research and learn about new products and services. Coworking spaces are built on the foundation of working in a community and creating a workspace that encourages employees to work innovatively and effectively. These values need to reflect in your social media content.
For example, does your coworking space have a gaming zone where employees can take a break from work? Does it have a reading zone? Or a fitness centre? If yes, ensure that all these places are marketed creatively on social media. Add pictures of events you host and the facilities you provide.
Leverage the Community Advantage
With different companies calling your coworking space their office, you already have built a community. Create content from the interesting and engaging work you’re already doing.
For example, you can tell stories of your community, and write about the unique things you’re doing in your space, the difference you’re making, and the impact your coworking space has on small businesses and startups.
Based on experience, you can also write thought leadership articles on how coworking spaces can help people collaborate, build networks, create connections and grow their businesses.
While the demand for coworking space is on the rise, there’s still a lack of awareness amongst the target demographic. Content marketing is the best way to spread the word and educate small businesses, entrepreneurs, and freelancers.
With the right content marketing tactics, you can quickly fill in the coworking space, onboard the right professionals, and provide them with an environment where they can thrive.
Aanya Rachel is the Content Manager at The Address, a coworking space in Indore, Madhya Pradesh. She is passionate about sharing her knowledge, experience, and extensive research in this field. She writes on a wide range of topics related to coworking, the growth of remote workers, startups, and real estate. Connect with her on Instagram.