Why you need to build trust and relationships over time
For service-based businesses like coworking spaces, the goal and approach of your content marketing should be to show that you’re the best resource to solve your members’ challenges prior to them ever reaching out.You should aim to educate, entertain, and engage with your ideal members over time as a way to earn their trust, build a rapport, and eliminate hesitation from the sign-up process.This isn’t a fast process. But it is what’s going to eventually get them in the door for a tour.Remember, by the time you hear from a prospective member, they’re already 70% of the way through making a decision, meaning you’re probably one of a few options and they’re taking a tour to make their final decision.So, the more content you’ve got available that shows them what your space is all about, why it’s the right fit for them, and how it’ll meet their needs better than their other options, the more effective their research will be in selling them on your space.It’s a long game. But it will pay off.
What's the true cost of outsourcing quality content?
What's the trust cost of outsourcing quality content in the age of AI? In this article, I share my two cents on why quality still costs and why great content is worth the investment.
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An open thank you letter to the coworking industry
I wanted to take a minute to share my two cents on what makes this coworking industry special, what keeps me inspired to work every day, and my honest thanks to the industry that has given me so much.
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.