206. Taylor Mason on the Value of Content Marketing for Coworking Spaces

THE GUEST ON THIS EPISODE IS TAYLOR MASON, THE COWORKING CONTENT MARKETING STRATEGIST BEHIND TALEMAKER

Content marketing can be overwhelming for coworking space owners and Community Managers. Taylor Mason shares the ROI for content marketing and two areas to focus on if you’re getting started.

Taylor Mason works with coworking operators from across North America to turn their websites, blogs, email lists, and social media into member magnets.

Taylor comes from a PR background, fell in love with coworking and decided to help them attract more members.

IN THIS EPISODE, TAYLOR AND I DISCUSS:

The value of organic engagement for coworking spaces: Taylor believes in expanding the surface area of your business (the more you put out in the world, the more likely potential members are to run into you). He wants you to humanize your brand and stand out from competitors by showcasing what makes your space unique and tell your story.

Why content doesn't seem to be a priority for coworking spaces: He observes that coworking spaces don’t typically prioritize content marketing. They do bits and pieces, but don’t make it a part of their marketing in a meaningful way. But he believes in the ROI of an intentional plan.

The biggest challenges coworking space operators tend to face with developing content: With all of the hats that business owners and their Community Managers wear, one of the biggest challenges they have is being consistent, knowing what to create and how to disseminate it.

The basics of creating content on your own: Taylor shares his recommendations for getting started with their own content. He suggests starting with a consistent blog and email newsletters….and repurpose the heck out of any content they produce.

How to measure the value of content: I pushed Taylor on the ROI of content marketing vs. ads. He suggests we measure it by looking at things like organic traffic, conversions, email metrics, etc.

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