I recently started reading the book You're Not Listening: What You're Missing and Why It Matters by Kate Murphy.It offers really interesting insights into how the concept of active listening—truly taking in what people are saying rather than just thinking about what you’re going to say next—applies in the context of business.From my perspective, this is especially true when it comes to content marketing.The premise of the book is essentially this…Listening is fundamental to any successful relationship—personal or professional—but is neglected far too often.To paraphrase Murphy…Listening is all about the experience of being experienced—the feeling when someone takes an interest in who you are and what you’re doing.But the problem is this…People typically listen in a prescribed way to get what they want—to close a sale or negotiate the best deal. And here’s the catch: listening may indeed (and probably will) help you achieve those goals, but if that’s your only motivation for listening, people will eventually pick up on your inauthenticity and it'll backfire on you.Now, I know what you’re wondering.What does this have to do with creating content?And the answer is everything:

• Creating content can show your current and target members that they matter to you
• It can be a chance to give them the rare experience of being experienced—being heard and cared about rather than simply sold to
• Most importantly, it can give you the opportunity to provide them with real and impactful value—the kind that connects them with your coworking space on a personal and meaningful level

But it has to start with genuine care and be rooted in a legitimate desire to understand them.And then, if you do it all right, it ends with profound brand affinity, new members, and higher retention of your existing ones.