What SEO metrics really mean for coworking spaces
SEO is incredibly valuable but, for the vast majority of coworking space operators, it's important to dive deeper into what your metrics really mean and expand your content offering
That's because coworking spaces are a bit different than some other kinds of businesses.
Think of it this way: if you were running an international eCommerce site, having 5,000 visitors to a blog post about your products or your customers' interests would be huge.
Why?
Because, no matter where those 5,000 people were located, they could still be potential customers since they could purchase your products from anywhere in the world.
But coworking spaces are local and your customers likely live within a 20-minute drive of your space.
So, if you're a single-location coworking space owner or an operator that has multiple locations, whether in the same city on spread across a few states, those 5,000 readers might not hold the same value to you.
After all, if 4,997 of them live in another state or country from where you operate, the odds are low that they'll ever become members which means that traffic isn't necessarily indicative of membership-driving success.
That's why I recommend:
- Putting a heavy focus on creating value-driven content that will resonate with your target demographic
- Creating content with a local focus (like The Post's Best of Tucson series that garners 1,000+ local visitors on every edition)
- Spotlighting your members and tapping into local experts who will share your content with their local network
- Drilling down on where your traffic is actually coming from and gauging your SEO success on those specific details
But unless you're a national or international flexible office space operator, it's important to also:
A) Dive deeper into your metrics rather than taking them at face value
B) Make sure that you're also putting a heavy focus on value-driven content that connects with your true audience, not just writing articles hinged on keywords that will bring it high volumes of traffic
Don't just cater to the masses. Cater to the people who might actually become your members (or those who already are).
How to create a simple content distribution process [and why you should]
Creating great content is only half the job. If you want results, distribution is where it happens. In this post, I walk through exactly how I repurpose and share a single content asset across multiple platforms—from YouTube to email to LinkedIn—using the same frameworks we help coworking spaces build every day.
Email automations: how to set up welcome emails, lead nurturing flows, and re-engagement campaigns
One of the most valuable aspects of email marketing is the ability to create automations so that some of your core marketing functions are running on autopilot, without the need for you to manage them each time.
