You’re not just running a coworking space, you’re also a media company.
It sounds ridiculous, but hear me out.
Back in the day, media was top-down. Messages were broadcast from on-high by big companies with big budgets, and people watched and listened to these messages.
But media has been democratized. Anyone, anywhere, can now build an audience of people around the world and broadcast to them from their phone with a tap of a button.
As a coworking pro, this puts you in an interesting position. The good news is that you now have access to a fast-moving, powerful media ecosystem to build your brand, business, and community.
Which makes you a media company.
The bad news is that being a media company is ridiculously challenging. Because media includes:
- Your blog
- Your events
- Your Instagram
- Your internal newsletter
- Your external newsletter
- Your brand LinkedIn page
- Your personal LinkedIn presence
Plus, any guest posts or in-person appearances, podcasts, a YouTube presence, TikTok, Threads, Bluesky, etc.
It’s so much. And I feel your pain because I’ve built my own business as a content-driven brand built around email, my blog, events, books, LinkedIn, Instagram, YouTube, a podcast, etc. And there are times that I’m absolutely overwhelmed by it all.
But: Content is the engine that powers my business.
The reason you’re reading this is because at some point you came across something I wrote, said, taught, hosted, or created, and it resonated with you. I’ve built an audience-slash-community of 12,000-plus coworking pros and community builders, across numerous channels, with content.
I’ve also built a multi-six-figure virtual community (The Lab), a multi-six-figure virtual event series (Coworking Convos), and I work with some of the top brands in the industry with their content and community-building strategies.
I tell you this to hit home the point that content is not a throwaway part of your business—it’s an incredible tool that has the potential to power your business. But you have to invest in creating content that is aligned with your target market, your brand, and your community.
If you’re already all-in on content, bravo. Keep it up.
If you’re floundering with your content, if it’s nonexistent, or if it hasn’t generated a return in brand awareness, lead-gen, positioning, and sales, don’t worry. You’re far from alone.
Here are two things to do:
1. Sit down with your team or yourself and commit to getting serious about your content. Define your target market, your unfair advantages, your brand voice, your pillar topics, and who will do the creating.
2. Register for the Coworking Creators Summit. You’ll get an abundance of inspiration, insights, and practical to-do’s around brand building, creativity, and creating content that works.
See you at the Summit!
