Coworking survey reveals coworking marketing wins

This is an installment in an ongoing series highlighting statistics from a recent Coworks survey of coworking space operators and managers. The goal is to illustrate the scope of their daily responsibilities and answer the question, "Which social media platform or content types do you create most often?" 

We realize content creation falls low on the priority list for many busy space managers and community builders. Instagram posts have the benefit of quick phone camera convenience. Blog posts and LinkedIn articles require more heavy lifting. 

But spotlighting the lifeblood of spaces through various content channels ultimately pays dividends for visibility and growth. This guide aims to make it more manageable.

Every picture tells a story on Instagram

As the survey indicated, Instagram dominates content efforts for good reason: it's the platform prioritizing authentic visual storytelling. 

Best practices include:  

• Post a few times per week to stay top of mind
• Use Stories for behind-the-scenes community glimpses  
• Spotlight events, spaces, members, local haunts, etc. through eye-catching photography
• Encourage member posts via hashtags to amplify reach

Check Insights for post performance indicators too.

If bandwidth feels limited, which is most likely the case, consider outsourcing Instagram management to trusted members or local social media freelancers. The key is consistently conveying the living spirit and faces making your community special.

Bring your professional self to LinkedIn 

While used less frequently, LinkedIn helps coworking leaders establish thought leadership clout without heavy content demands. But the same question plagues many operators: do you engage on LinkedIn as your business or as yourself?

The answer is both, and to the extent you are comfortable. LinkedIn prioritizes posts from people, rather than business pages. Business pages cannot tag other people, which is really the value of the platform. When you publish a story about a member, you can easily alert them and their network with tags — but only if you publish as a person.

• Publish one longer post per month showcasing industry perspectives, local partnerships, etc. 
• Repurpose blog post themes into shorter snippets as quick updates
• Comment on other industry voices and community events  
• Publish first as your company, then comment as yourself, tagging the correct people

Position social media and community leads as subject matter experts through consistent sharing.

Don’t forget about blogs

Blogging might feel like too much work. But builds SEO and lead gen potential through long-form content. While intimidating for some, various formats make it manageable:  

• Dictate article themes into audio recordings for transcripts  
• Schedule interviews around community or business topics
• Invite guest columns from local leaders or members  
• Repurpose articles into slide presentations

Tools like WordPress, Wix, and Medium provide user-friendly platforms here too.

Try to unify your content strategy so you work smarter, not harder

While each content channel serves unique goals, unifying brand voice and community-centric themes reinforce your broader storytelling mission.  

Map subject matter plans across blogs, Instagram, LinkedIn, and ads based on available time, resources, and personnel. Let convenience guide what channels you leverage rather than forcing yourself to overextend on volume.

Cross-purpose visuals, quotes, and content snippets across platforms to extract more mileage too. Small consistent efforts add up over time.  

Measure it so you can manage it

Instagram Insights, blog subscribers generated, LinkedIn reactions, lead inquiries from content shares, and other metrics should directly inform channel content planning. 

Let the numbers dictate your strategy rather than guesses. Continually pivot to what works.

Celebrate your coworking community with vibrant content

However you tackle it, spotlighting local partnerships, member spotlights, workplace trends, and other stories relevant to your audience ultimately builds an authentic community while attracting new eyeballs over time.

Have more questions? Stay tuned for the final piece in this coworking survey article series - an analysis of software and services to help manage content marketing and your broader business operations.