The 4Es framework: crafting great content for coworking spaces

There are a ton of options when it comes to the types of content you can create for your coworking space, from blogs to marketing emails, monthly newsletters, social media, video content, podcasts, and beyond.

But no matter which ones you choose to use, the best content is rooted in the 4Es:

  • Educate
  • Engage
  • Entertain
  • Empower

Each of these refers to an outcome your content might provide for your reader. It describes the value they’ll receive in exchange for their time and attention. More importantly, it gives you a goal and purpose for each piece of content you create.

Here’s a quick breakdown plus a few tips for each.


Educational content provides valuable knowledge and insights for your audience. It can help get them interested in the services you offer or alleviate the legwork of researching a topic of interest.

If you’re a coworking space operator looking to bring in new members, this could be insights and information about the coworking model and your particular space, such as:

  • How it works
  • Who it’s for
  • The benefits it offers
  • Information about your specific brand, space, or services
  • Pricing details

It’s wise to tap into real questions, comments, or objections you hear from people during tours, throughout the sales process, or even from places like your Google Reviews.

Or, if you’re an operator selling a managed model or looking to get brokers in your corner, this content can help educate them on the what, why, and how of it all.

The key is to:

  • Provide a unique and valuable perspective
  • Solve a real problem they’re experiencing or answer a real question they have
  • Leverage trending info, facts, and data
  • Harness social proof


This type of content is all about grabbing your audience’s attention through creativity, humor, current events, or entertaining topics while still connecting to your brand and services.

You can tap into things like:

  • Pop culture references
  • Using GIFs or animations in your content
  • Interactive content
  • Day-in-the-life stories
  • Recommendations for music, podcasts, books, movies, or shows
  • Fun takes on work and life
  • Round-ups of local events, restaurants, coffee shops, cocktail bars, and more


The purpose of engaging content is to spark conversation and encourage interaction, whether they’re talking about your space or engaging with the content you’ve created.

This can include things like:

  • Personal stories
  • Hot takes and opinion pieces
  • Outside-the-box ideas or unique perspectives
  • Tapping into current trends
  • Quizzes
  • Challenges


The goal with this kind of content is to uplift and inspire people, make them feel valued and recognized, or help them achieve their goals.

You can look to things like:

  • Round-ups and recommendations of products and tools
  • How-tos and best practices
  • Work-life balance and wellness insights
  • Skill-building resources
  • Professional development and business tips and tricks

As a coworking operator, much of this kind of content can also be created by tapping into the people inside your own space with things like:

  • Member spotlights and team profiles
  • Member success stories
  • Collaborative content created with experts
  • Case studies

At Talemaker, we spend a lot of time speaking with members and experts to craft this type of content for our clients.

The key to creating great content with the 4Es is to:

  • Understand your target audience and their interests, challenges, and questions
  • Develop topics strategically rather than guessing at it
  • Make sure your content aligns with your brand and is relevant to your services

Remember, you don’t have to use all 4Es in each piece of content. On the contrary, trying to do so might convey too many messages or conflicting tones. But the most successful content typically falls into these four categories.