I had an onboarding call with some new clients this morning. And I absolutely love those calls.Why?Because I learn so much, every single time. I find it fascinating, exciting, and invigorating. Each new client I meet is a new opportunity to expand my knowledge and expertise and to reinforce what I already know.Listening to my clients gives me a wealth of insights: I can hear their exact questions, concerns, ideas, needs, goals--even the terminology they use when they’re talking shop.And I can use it.I incorporate it into my vocabulary to help me sound even better informed and to convey my expertise.I turn to it for ideas on how to craft content that truly offers value for coworking space operators. And, most importantly, I implement it into my processes and strategies so I can better serve the client I'm speaking with and use the learnings to benefit future clients as well.Because no matter how much you think you know, there’s always something new to learn. And having the chance to do so is a privilege.So, here’s the good news: you can do the exact same with your members.Just listen to them. Listen to the questions they ask when they come for a tour of your space or reach out to learn more about your space and coworking as a whole. Listen to the details about their business. Listen to their hobbies and passions and what’s personally important to them.Read between the lines of what they say as well as what they don’t.Make note of it all. And use what you learn to inform your content.From your blogs to your emails to your website copy. Even your sales materials.Listen to your members closely. Learn to speak their language. Identify their needs.Because it’s the key to unlocking the potential of every piece of content you create.