If you think content marketing is low-impact or should be a lower priority in your digital marketing mix, you're missing about 90% of what content marketing can actually do for your business.

In most cases, people who feel that way do so because you're not doing enough to actually make an impact. They’re only doing a fraction of what's possible, not seeing results, and writing it off as "not working."

So, I'm going to walk you through nine content marketing categories and more than 30 tactics that fall within them. 

These are the things that drive real business outcomes for coworking spaces—tours, conversions, retention, referrals, and beyond.

1. Videography and Photography

People are visual. They consume video content more than ever. And if you're not creating high-quality video and photography assets of your space, your members, and everything happening inside your walls, you're leaving money on the table.

Here's a stat that should get your attention: 70% of B2B buyers incorporate video content into their decision-making journey. 

That's not just "nice to have." That's "they expect it."

Video and photography give people a feel for your space in a way that written descriptions just can't. They help potential members visualize themselves working there, see what the community is actually like, and understand the vibe before they ever book a tour.

So what can you actually do with video and photography?

Product showcases and space tours

Create high-quality video tours of every meeting room, every private office, every available space in your coworking location. Show people exactly what they're getting—the square footage, the natural light, the layout, the vibe. Let them see themselves in that office before they even book a tour.

This isn't just about looking good on your website. It's about helping people make decisions faster because they already have the information they need.

Member and team interviews

Interview members about why they love your space, what they're working on, and how the community has helped their business grow. Interview your team to humanize your brand and show the people behind the operations.

These interviews serve double duty. They're testimonials, social proof, and content you can use on your blog, social media, email campaigns, and sales materials.

Video as source material

Record one interview or one video tour, then use AI to turn it into blog posts, social media captions, email content, FAQs, and quote graphics. 

One video becomes ten assets across six channels. You're not recreating content from scratch every time. You're multiplying what you've already captured.

B-roll, events, and the shot list

Capture the energy of your events. Show people working, collaborating, laughing. Document the day-in-the-life moments that make your space feel alive.

But you need a system for this. Create shot lists that explain what you're going to capture, when, where, and why. Make content creation intentional, not reactive. Your community managers should know exactly what photo and video assets to grab each week.

Video and photography aren't just about aesthetics. They're about giving people a portal into what it actually feels like to work in your space. And if you're not doing this, you're making it harder for people to say yes.

2. Messaging, Positioning, and Strategy

What's your core brand narrative? What's your unique value proposition for each of your target audiences? How are you articulating what makes you different from the space down the street?

If you don't have clear answers to these questions, you don't have a content strategy. You have content chaos.

And if you're not explicitly communicating your differentiation, positioning, and value through your content, how is anyone supposed to know the difference between you and your competitors? 

More importantly, how are AI tools going to explain what makes you special when they can't find that information anywhere? 

This matters, because 89% of B2B buyers now consider AI search the top source across the buying process.

Here's what falls under messaging, positioning, and strategy:

• Core brand narrative and value props: The story you tell about who you are, who you serve, and why you exist. Your value propositions need to be tailored for each audience segment—freelancers need different messaging than enterprise teams.
• Differentiation frameworks: How you articulate what sets you apart and why that difference matters. If you can't explain it clearly, no one else can either.
• Voice and tone guidelines: How your brand sounds and feels across every channel. Your voice should be consistent everywhere—your website, blog, social media, emails, and sales materials.
• Internal alignment tools: Brand training decks, onboarding materials, and documentation so your team understands how to communicate your brand.
• Marketing strategy: What content you're creating, why you're creating it, where you're publishing it, what channels you're using, what your content funnel looks like from discovery to decision. For more on this, check out my article on the content marketing flywheel.

Content isn't just what you publish externally. It's also what you create internally to keep your team aligned and your brand consistent. 

If your community manager doesn't understand your positioning, how are they supposed to communicate it to members?

If you're thinking about content as just blog and email, this is a massive gap.

3. Website Content

Your website is your coworking space's virtual handshake.

If you're not nailing the content on your site—the copy, CTAs, product pages, and forms—you're losing people before they even reach the tour stage.

Sure, design matters. Development matters. But the content is what reels people in and tells them whether your space is right for them.

When someone lands on your website, do they immediately understand who you're for, what you offer, and why it matters? Or are you talking about walls, desks, and amenities rather than the actual experience of being a member?

Your homepage copy needs to hook people, communicate your value, and speak to what they're actually looking for. 

Most coworking websites fail here because they focus on square footage and ergonomic chairs instead of community, flexibility, and the feeling of working somewhere you actually want to be.

Beyond your homepage, you need:

• Productized service pages: Clear explanations of your membership types, offices, and meeting rooms with pricing, square footage, perks, and who each option is ideal for. Don't make people guess which membership is right for them.
• CTAs and forms that capture leads: What actions are you asking people to take? Book a tour? Sign up for a newsletter? Contact you? And once they complete that action, what happens? Are your forms feeding into your CRM? Are leads being tagged and categorized?

The first job of your website is to reel people in, inform them, and get them to take action. The second job—what happens after they take that action—is just as important. If your forms aren't set up properly, you might be sending leads into the abyss.

4. Blog Content  

Most coworking spaces have a blog. Not all of them are using it effectively.

The blog isn't just a place to post updates about your space. It's a tool for SEO, building authority, nurturing leads, and distributing across other channels.

But you need a strategy. What are you creating? Why are you creating it? Who is it for? What purpose does it serve?

Here's what you should be doing:

• SEO and organic content: Target keywords people are actually searching for. Optimize headers and subheads. Create content that ranks and drives traffic. If you're not doing this, you're missing one of the most consistent sources of inbound leads.
• Member spotlights: Showcase the people who work in your space. These build community, provide social proof, and work on your blog, social media, email campaigns, and sales pages.
• Local content and neighborhood features: Highlight cafes, parks, restaurants, and businesses near your space. This helps with SEO, community building, and creates partnership opportunities.
• FAQ content: Answer the questions people are actually asking. Address objections before they become roadblocks. If everyone asks about parking, write about parking.
• Case studies: Real stories, real results, real members. Show what's possible when someone joins your space. Case studies give you credibility and help prospects see themselves in those success stories.
• Event recaps: Document what's happening in your community. Create FOMO. Show that your space is alive and members are connecting.

Your blog should be working across the entire funnel—attracting new leads with SEO content, nurturing prospects with member stories, and converting them with case studies and ROI-focused articles.

If your blog is just "here's what we did this month," you're underutilizing it.

5. Social Media

Social media is where your brand comes to life.

It's where people see the vibe, the energy, the community. It's where they decide whether they like you, trust you, and want to spend time in your space.

But social isn't just about posting pretty photos. It's about strategy, content buckets, engagement, and distribution.

Here's what you should be doing:

• Content buckets and themes: Rotate through member features, behind-the-scenes moments, local highlights, event coverage, and educational content. Your buckets should reflect what makes your space unique.
• Community engagement: Respond to comments, reshare member content, and tag local businesses. Be part of the conversation, not just a broadcaster. When you engage proactively, people engage back.
• Content distribution and repurposing: Every blog post, newsletter, and resource can be repurposed for social. One member spotlight becomes an Instagram post, a LinkedIn feature, a Facebook story, and an email campaign.
• Shareability: When you feature members or local businesses, they're more likely to share your content with their networks. That's exponential exposure at zero cost.

Social media isn't about going viral. It's about being present, consistent, and real.

If you want to dive deeper into social media for coworking spaces, check out my full guide on that topic.

6. Email Marketing

If I had to pick one content marketing tool to prioritize, it would be email.

Here's why: email marketing generates between $36 and $40 for every dollar spent. That's exceptional ROI.

But most coworking spaces are barely scratching the surface. They send a newsletter once a month, maybe a blog recap here and there, and call it good. That's a missed opportunity.

Automated email sequences

The beauty of email automation is that you set it up once, and it keeps working for you (here's how to do it). These emails go out automatically based on triggers, actions, or time delays.

• Onboarding sequences and welcome emails: Send members everything they need 24 hours before they join. WiFi information, building access, parking, who the team members are. Then automate follow-up check-ins at one week, two weeks, and one month to make them feel valued without manual work from your team.
• Engagement surveys: Set up a Google form with 10 questions about their experience. Automate it to go out quarterly to existing members and after 90 days for new members. You get real actionable data to optimize operations without having to remember to send it manually.
• Renewal nudges and billing: Start reminding members 30, 60, or 90 days before their renewal date. It's automated, so your team doesn't have to track it.
• Exit surveys: Two weeks before someone leaves, automatically ask for feedback. Find out what you could have done better so you can improve the experience for future members.
• Drip campaigns and re-engagement sequences: If you pay for a lead from Google Ads and they don't convert, what happens? Do they just go into the abyss? Set up automated sequences that re-engage them with special offers and nudges to turn a lapsed lead back into an interested lead. Otherwise, you're literally wasting the money you spent to get that lead.
• Tour follow-ups: Before the tour, send instructions on where to park and who to meet. After the tour, follow up to nudge them closer to conversion. All automated, so it doesn't fall through the cracks.
• Office availability notifications: If someone's on a waitlist for a private office or wants to upgrade from a dedicated desk, automatically send an email when an office matching their interests becomes available. You're not manually tracking who wants what.
• Event and meeting room booking follow-ups: Someone books a meeting room or attends an event. How do you turn that one-time user into a repeat user and eventually a member? Automate sequences that guide them through that funnel strategically.
• Google Review and testimonial solicitation: After someone books a meeting room or after they've been in your space for three or six months, send an automated request for a Google review or testimonial. You're not manually asking every member. It just happens in the background.

All of these create a high-touch feel without manual effort.

Event-driven automations

The more you know about your members, the better. Birthdays, work anniversaries, membership anniversaries, and major milestones in their business.

Set up automations so they're getting a happy birthday email, a congratulations on their one-year anniversary, and a note celebrating a milestone. It feels personal. It feels thoughtful. And it doesn't require you to remember every date manually.

Broadcast emails

Broadcast emails are anything you proactively push out. These aren't automated.

• Newsletters: Internal for members with community updates and event recaps. External for prospects with educational content and invitations.
• Blog repurposing: Every new blog post can be an email. You're driving traffic back to your site and keeping your brand top of mind.
• Event recaps: For members, it reinforces value. For prospects, it creates FOMO.
• Special offers and CTAs: Promote free day passes, limited-time discounts, new office availability.
• Event updates and follow-ups: Build anticipation before events and reinforce connections after.
• Housekeeping: Building closures, policy updates, maintenance schedules.
• Proactive congratulations: A member lands a major client or hits a revenue milestone. You send a quick email celebrating them.

List health and segmentation

Who's on your email list? Where did they come from? Are you capturing emails at every possible opportunity?

More importantly, are your subscribers tagged based on interests, preferences, or stage in the buyer's journey? Are you segmenting your email list (here's how to do it) so you can send more relevant content?

Segmentation lets you send tour follow-ups to prospects, event invites to active members, and renewal reminders to people whose memberships are expiring. You're not blasting everyone with everything. You're sending the right message to the right people at the right time.

That's how you get better open rates, better click-through rates, better conversions.

Email isn't dead. It's just being underutilized.

7. Digital PR

This is one thing people don't think about, but it's becoming increasingly important.

Here's why: 58% of consumers now rely on AI for product recommendations, more than double the 25% from just two years ago.

When people search for coworking spaces, they're not just Googling anymore. They're asking ChatGPT, Claude, Perplexity, and other AI tools to recommend options.

And those AI tools are looking for credibility. They're pulling from multiple sources—your website, your blog, your social media, reviews, mentions on other sites—to decide whether to recommend you.

If you're not building your reputation across the web, AI might skip you entirely. Or worse, it might make things up.

So what does digital PR look like?

• Thought leadership and personal branding: Write guest articles. Speak at industry events. Share insights on LinkedIn. Get your name associated with valuable ideas.
• Guest articles and backlinks: Pitch content to relevant publications. Every guest article is a backlink, which signals to search engines and AI tools that your site is credible.
• Traditional and digital PR: If you have newsworthy updates—opening a new location, launching a service, hosting a major event—pitch them. Get coverage in local papers, industry blogs, and podcasts.
• Profile building: Make sure you and your brand show up when people search. Make sure the information they find is accurate and compelling.

Digital PR is about controlling the narrative. It's about making sure AI search tools have the right information to recommend you when someone asks for a coworking space in your city.

8. Owned Resources

Owned resources are channels you control. YouTube, podcasts, webinars, anything that carries your brand name and lives on your platform.

I talked about this in my 2026 content marketing trends, but I think video and podcasting are going to become bigger as people crave more human connection in the age of AI content.

There's something about hearing someone's voice, watching them talk, seeing their personality come through that you just can't replicate with written content.

But here's the bonus: owned resources also give you source material.

Record one podcast episode or YouTube video, and you can turn it into 20 assets across six channels. Blog posts, social media captions, email content, quote graphics, FAQs, whatever you need.

You're not just creating content for one platform. You're creating raw material that can be repurposed, remixed, and redistributed everywhere.

If you have the bandwidth to create owned resources, they're worth it. If you don't, focus on the other eight categories first. But know that this is an option, and it's becoming more valuable as AI-generated content floods the internet and people start craving authenticity again.

9. Internal Assets

Content marketing isn't just external. It's also what you create internally to support your team and optimize your operations.

Most people don't think about this, but it matters.

Here's what you can create:

• Sales materials: One-pagers about membership types, comparison guides, ROI calculators, FAQs, testimonials. Resources your team can send before, during, or after the sales process to help nudge prospects toward a decision.
• Member portal content: Instructions for how to use your space, book meeting rooms, access WiFi, get the most out of membership. If people can find answers on their own, they won't constantly ask your community team.
• SOPs: Standard operating procedures for how your business runs. Opening and closing procedures, sales processes, marketing workflows. The more documented your processes are, the easier it is to onboard new team members and maintain consistency.
• Interactive tools: Calculators that show how much money people save by choosing a coworking space over a traditional lease. Tools that help prospects compare membership options.

Internal content doesn't get the glory. But it makes your business run smoother, makes your team more effective, and makes the member experience better.

And when your operations are optimized, your marketing performs better. Because the experience you're selling actually matches the experience you're delivering.

So What's My Point?

My point is not that you need to be doing every single one of these nine things.

It's that if you're not doing at least some of them, you're only scratching the surface of what content marketing can do for your coworking business.

Blogs and emails are great. But they're only a fraction of the content you can be creating—internally and externally, automated and manual—to drive better business outcomes.

If you're out there thinking content marketing doesn't provide ROI or isn't worth the investment, I'd ask you this:

How many of these nine categories are you actually doing?

You don't have to do them all. But if you're only doing two or three, you're completely underutilizing the potential of content marketing.

And I would advise you to reconsider.

Because when you start thinking about content as more than just blog posts and newsletters—when you start seeing it as a system that attracts, retains, and activates members across every touchpoint—that's when you start seeing real results.

That's when content marketing stops feeling like a cost and starts feeling like an investment that actually pays off.

Want help building a content marketing system that actually drives ROI for your coworking business? Book a free consultation and let's talk.

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