This article is part of the school of coworking course through Archie. Make sure to check out the other articles to learn more about how to start a coworking space business.
Attracting new members to your coworking space whether it’s brand new or not can be challenging.
In the fast-evolving landscape of office life, many coworking spaces are popping up, possibly leaving you somewhat lost in the masses. Therefore, making sure that your space stands out from the competition should always be at the top of your list.
There are a number of different marketing strategies out there to help you promote your business. This article will focus on one of the easiest and most cost-effective strategies: content marketing. For more information on the different marketing strategies available click here.
Content Marketing Process
There are a few things that you need to do for your content marketing to be effective. To help you get started with your strategy we’ve broken down the process into 3 simple steps which are be detailed below.
Step 1: Defining
First, you need to know who your audience is. Once you know your audience, you should know what type of content, services, and solutions they are looking for. Note that it is possible to have more than one audience, meaning that you would craft different content to best appeal to each.
It is also important to define your goals for this marketing strategy. Are you looking to attract new members or perhaps you are aiming to place high in SEO ranking? Whatever your goals and sub-goals are, make sure that your content is reflecting both.
Next, you will need to decide which channels you will use to disseminate your content. Again, think about your goals and audiences when considering which platforms to use. Granted that you’ve done comprehensive research on your target audiences, you will have the data to determine which content platform and format should be used. These content platforms could include your website, blog, social media, forums, and so on while your format could be text, photos, video, other forms of multimedia, etc.
Regardless of which platforms you choose to go with, having a great website for your coworking space is absolutely crucial. It is likely that the people you reach through your content marketing strategy will end up on your website thus, you want to do everything you can to keep them there once they land on your home page. Your website should be easy to navigate, visually appealing, and with relevant information. By nailing this first, you will increase the chances of conversion into sales.
For everything, you need to know about building your coworking space website, read “How to Create a Coworking Space Website” here.
Step 2: Planning
The next step is the last step before the actual content creation stage. Now is the time to set in place a schedule or plan for the publications as well as define how you will measure the success of your content marketing strategy.
It is important that your content remains consistent and that publications are frequent if you want to make a significant impact. Creating a content calendar whether weekly or monthly is the best way to ensure that you are staying on track. Note that your content calendar may be subject to change from time to time which is completely normal and expected.
During this planning stage, establish which topics you will cover for the first few weeks minimum. Look for areas of interest that resonate with your target audience but be careful not to make your topics too niche. You want to create content that is engaging
Step 3: Publishing and Analyzing
Once that is in place, you are ready to start publishing your content on the chosen platforms. However, the process doesn’t stop there; you will need to collect analytics and look closely at what the data in those reports show to find out what is working and what isn’t so that you can make the necessary adjustments.
Decide which tools you will use to analyze the effectiveness of your strategy across all employed platforms. Thankfully, this is not as daunting as it may sound. For one, all major social media platforms provide insights and analytics for business accounts as do email service providers. Furthermore, if by chance you are planning on publishing your content directly on a native platform, you can use various KPI’s and metrics to measure success.
For more information on tracking success and KPIs check out our Metrics, Data, and KPIs for Coworking Space here.
Ultimately, you will continue to use all types of content as you work to promote your coworking space. Create your strategy first, then use all of the platforms that make sense for your market segment and create content that will set you apart from the competition. If you do this correctly, your business will thrive.
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