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.
As the survey indicated, Instagram dominates content efforts for good reason: it's the platform prioritizing authentic visual storytelling.
Best practices include:
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.
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.
Position social media and community leads as subject matter experts through consistent sharing.
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:
Tools like WordPress, Wix, and Medium provide user-friendly platforms here too.
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.
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.
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.
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