Updated: May 1
Whether you’re a coworking space getting ready to open its doors, a single location, or have multiple locations, one thing is for sure: having a blog is a must (check out this recent article I wrote for more insight).
There are clearly defined reasons why blogging is impactful
Blogging is so effective because you can use it to:
Bring additional value to your existing members with educational content
Engage and entice prospective members for that same reason
Establish yourself as an owner or your business as a credible expert in the coworking space
Create a sense of community around your coworking space (which is what it’s all about!)
Boost your search engine rankings and position yourself above the competition
But people are often hesitant to take on the task of blogging
Coworking space owners often shy away from trying to start a blog – and for good reasons:
Starting a blog is a mid- to long-term investment
It takes a significant commitment of time and resources
Gaining a loyal and engaged following can be challenging and time-consuming
It isn’t easy to consistently come up with engaging, relevant, insightful, and ultimately impactful topics
Even when you have the right topics, writing great posts isn’t easy
Many people simply don’t know how to get started
I won’t sugarcoat it. Starting a blog does take time, dedication, and hard work.
But if you’re ready to commit to the process, it can be done – and can work wonders for your business.
Here’s how to start and run a blog for your coworking business in 9 steps.
1. Understand why you’re blogging
The first thing you need to do is ask yourself why you’re blogging. Because blogging for the sake of blogging isn’t a good use of your time or resources.
A successful blog will have quantifiable business benefits. But in order to be successful, it has to have a purpose – one that’s mainly focused on your members or prospective members.
Your why might be something like:
Solving problems or pain points for members and prospects
Showcasing your expertise within the coworking industry
Offering valuable business insights your members can use to build success
Whatever your “why” is, the most important thing to consider is that every piece of content you post on your blog should focus on what matters to your members or prospects. Giving them value – not slapping them in the face with a blatant sales pitch – is what’s going to make them appreciate you.
2. Develop goals and metrics for your blog
If your blog’s “why” is focused on your current and prospective members, then the goals you establish to measure your blog should be its self-focused counterparts.
The goals you set out could be things like:
Gaining additional visibility via increased SEO
Generating greater awareness of your space
Bringing prospective members further into your sales funnel
And to measure your blog’s success in achieving those goals, you’ll need to set out quantifiable metrics.
This could include:
Page rank based on your SEO keywords
Organic website traffic to your blog
Overall blog readership
Email subscribers (more on this in section 8)
Clicks of a strategic call-to-action (more on this in section 8, too)
For each of these metrics, give yourself a number to strive for and a timeline for measurement – such as monthly, quarterly, and annually.
3. Determine your buyer personas
According to Ipsos, 60% of consumers use the internet to learn more about products and services.
So, your future members are out there looking for you. You just need to know how to reach them.
And this starts by knowing them in great depth.
Enter: the buyer persona.
The purpose of a buyer persona is effectively a semi-fictional representation of your customer(s) that you create based on what you know about them. You literally want to create a person to create content for.
Level of education
Hobbies and interests
Their professional goals and aspirations
Why they might be looking to join a coworking space
As a coworking space, you could tailor this for businesses rather than just individuals, too.
Using this information, you can develop personas that will tell you who your members and prospects are. Then, you can use this information to personalize your blog content to appeal to them and disseminate it in the places where they seek out information.
4. Decide on your blog’s tone and voice
Treat your blog like a virtual handshake to prospective members.
If somebody is completely unfamiliar with your coworking space, your blog should convey the same tone and vibe that they could expect to feel if they were sitting down to work there.
For instance, if your space caters more to a corporate audience, you’ll want to make sure your blog’s tone and voice are professional.
On the other hand, if your demographic is tech start-ups and creative sole proprietors, then being witty, cutting-edge, and fun might be a better approach.
Again, it all comes down to knowing your audience and creating content accordingly.
Your tone and voice should be crafted strategically in order to resonate with your buyer personas.
5. Create content pillars for your blog
In order for your blog content to be effective, it’s important that you don’t just develop it at random and scatter it like buckshot.
So, before you sit down and write a single word, you need to establish content pillars – high-level focuses based on your “why” from the first section.
For instance, you might choose to create content under two main pillars:
Helpful content for members
Industry thought leadership content
This way, you’ll have a framework for brainstorming on topics to make sure you’re focused on things that are relevant and not wasting your time with things that won’t move the needle.
6. Build out your content calendar
When it comes to having a successful blog, your content calendar should be the playbook you live by. It will help you keep track of:
Content topics you’re developing
When content is going live
Which of your pillars each piece of content falls under
What stage of the publication process you’re in
Who’s responsible for developing and reviewing content, if applicable
For instance, when I build out content calendars for my clients, I use a spreadsheet that looks like this:
When you’re brainstorming for topic ideas, the most important thing is to make sure your content is ultra-specific.
One great approach is to map out broad, high-level categories that fit within your content pillars and then create specific topic ideas based on each category.
Let’s say, for instance, that under your Helpful Content for Members pillar, your buyer personas tell you that your members or prospective members could benefit from advice on how remote workers can be more productive.
Within the category of How Remote Employees Can Be More Productive, you could break out a number of ultra-specific topics that hone is on specific tips, tactics, and applications, such as:
Tips for Having Productive Video Conference Calls
Ways to Be More Productive by Making and Managing a Top-Notch To-Do List
5 Healthy Brainfoods That Make You More Productive
By drilling in on a specific topic rather than focusing on a broad category, your blog posts can offer your readers value through actionable insights and advice.
From there, you can take all of this content and package it together as a pillar page to help boost your SEO – but I’ll cover that on its own in another blog post soon.
7. Write and publish your posts
With your content calendar created, the next step is to dive into writing your blog content.
While the flow and structure of each post will be different, there are a few key things you need to do to write consistently great posts, including:
Create a captivating headline (pro tip: write out 10 to 15 headlines for each post and pick the best one)
Incorporate SEO keywords into your headline, sub-head, and frequently throughout the body
Don’t overdo it with keywords – while you want search engines to pick it up, search engines will never be members, so make sure you write your post to be reader-friendly as well (aim for “keyword density” of between 1 and 2 per cent of your blog post)
Make your post informative, but don’t overstuff it for the sake of hitting a word count
Use short, concise paragraphs (sometimes, even a single sentence will work)
Most readers simply skim content to find the information they want so use proper headings in your blog post to help them quickly identify key points – this will also help with SEO
Use bulletpoint lists to disseminate information whenever possible because it helps make your post more skimmable
Include images at every “fold” (the point in the post where it hits the bottom of the screen and the reader needs to scroll to see more)
Always, always include a call-to-action in your blog post
That final point is a perfect segue into the next section.
8. Encourage your readers to take action
After you’ve spent all this time and energy writing a great blog post, what action do you want your readers to take?
A blog post without a call to action is, sadly, just a waste.
It’s vital that you include a call-to-action in your post, and this can include things like:
Subscribing to your email list so that you can continue to nurture leads
Booking a tour of your coworking space
Dropping in for a workday with a free day-pass
Getting in touch for additional information
Connecting with your coworking space on social media
Retweeting/resharing the post on their social media channels
Subscribing to your blog for future content
Engaging with your post by leaving questions, insights, or comments in the comments section
Reading another relevant article on your blog
You can use a ton of different CTAs, including:
Slide-in CTAs that pop in from the side of the screen as the reader scrolls and are more subtle and less intrusive
Sidebar CTAs that stay frozen on the side of your blog post as your reader scrolls through
CTAs that are added directly after an important piece of information within your article to inspire impulsive clicks based on immediate perceived value
Whatever your call-to-action is and however you choose to deliver it, it’s important that you don’t leave your readers hanging.
9. Promote your content
Do you know what would be the only thing worse than writing a great blog post and not including a call-to-action?
Writing a great blog post that nobody ever sees.
That’s why it’s critical that you have a promotion strategy in place for each of your new blog posts.
You can do things like:
Promote the blog post on your coworking space’s social media channels
Share your article in relevant Facebook and LinkedIn groups as well as web forums (given that your article will be less focused on promoting yourself and more focused on providing value, this shouldn’t be an issue)
Push it out to your entire email list
Add a link to your latest blog post in your email signature
Share your content on third-party websites like Medium
Repurpose your content into things like infographics or videos (only do this with your top-performing content)
Reach out to any companies or people you may have mentioned in your blog post to let them know they were featured and see if they’d be interested in sharing it with their networks
Use paid social media advertising such as promoted Tweets on Twitter and sponsored content on LinkedIn
In the beginning, it might be worth testing various forms of promotion to see which work best for you so that you can invest your energy in the most effective means of sharing your content.
Believe it or not, more than 409 million people read over 20 billion pages on WordPress each month in 2020.
This tells us two things:
People are reading blog content – a lot of it
There is a ton of blog content published each day, meaning the internet is saturated by it
So, it’s vitally important that you focus on creating high-quality content rather than a high volume of content.