Why your shared workspace needs a content marketing strategy

Why your shared workspace needs a content marketing strategy

Shared workspaces are still popular. Though the pre-pandemic popularity of shared workspaces was something else entirely, studies show that many employees consider them a second option next to just outright working from home. 

One of the important pillars of the industry’s growth are corporate firms, which still see the value in spaces once considered as exclusively made for startups and freelancers. Not only are they cheaper than most traditional office spaces, but coworking spaces also provide flexibility and signal a more innovative company for traditional firms. 

The industry clearly still has a vast market to cater to. This may be a boon or a bane for coworking space operators, depending on how they play their cards. With a larger market comes stiffer competition. 

One strategy that may help operators stand out is by strengthening its inbound marketing efforts, a form of content marketing. More than half of marketers around the world have seen a greater return on investment (ROI) in this strategy than in outbound marketing, according to Hubspot’s latest Inbound Marketing Report

In general, outbound marketing aims to attract the general public as a whole, while inbound marketing targets specific markets through valuable content. 

Office marketplace Flyspaces, one of the early champions of shared workspaces in Southeast Asia, has uniquely positioned itself not just as a one-stop-shop for workspaces, but also for industry market insights, too. It has a regularly updated blog and an e-magazine, both of which largely cover topics that will pique the interest of startups and small businesses, from how-to guides to thorough discussions. Occasionally, the startup releases industry studies based on its available data in the platform. 

Showcasing its expertise in real estate has helped Flyspaces become a reputable brand in both the flexible and traditional office space. These efforts are simultaneous to the business’ growth, factors that may have helped the company gain a following online and offline. The startup’s Facebook page now has over 26,000 likes, while its CEO, Mario Berta, has become a common fixture in business summits and forums across the region. 

It’s a prime example of how a startup can build credibility with specialized and valuable content that is relevant to the market it hopes to attract. And it’s a strategy that can benefit shared workspaces, too. 

Below we list some of the ways shared workspaces may apply an effective content marketing strategy, and why it could be beneficial for them in the long run. 

Screenshot of The Hive Life homepage, which has its own content marketing strategy.

Screenshot from a portion of the The Hive Life's hompage.

Credibility-building for your shared workspace

Perhaps the most commonly used form of content marketing is the publication of blog stories on company websites. It’s the perfect platform for shared workspaces to showcase their expertise. Shared workspaces may publish a list of must-see events for budding entrepreneurs for example, or it can be even as complex as a market study. The keywords here are “potential clients” so best to invest in producing content that may be of value to them in contrast to churning out blog posts every day that will not generate leads. 

By writing about the topics its potential clients or tenants may be interested in, the shared workspace operator builds the reputation of a trusted and reliable service. According to Hubspot, clients usually engage with three to five pieces of content before it talks to a sales representative. 

The Hive, one of the largest coworking chains in the Asia Pacific with 21 locations, went on and produced a business lifestyle e-magazine altogether, releasing two issues a month online. The magazine, titled “The Hive Lifestyle” has somehow taken a life of its own, creating a following in the entrepreneurial scene in Hong Kong. The magazine features stories from the other countries the brand is based in, as it has also locations in Australia, Japan, Vietnam, Singapore, Thailand, and Taiwan. 

Screenshot of Hubba Thailand’s “Humans of Hubba” Facebook post.

Screenshot from the past Hubba Thailand Facebook page

Community engagement within your shared workspace

It’s no secret that shared workspaces love holding events and talks inside its premises. It can further take advantage of these efforts by creating visual content out of them—be in the form of videos, collaterals, or photos—materials that may eventually be published on social media pages. This not only helps the shared workspace build a reputable brand online but also provides members with an additional platform to market their brand.

One of the most prominent shared workspaces in Southeast Asia, Hubba, does this with a profile series posted on its official Facebook page. Entitled “Humans of Hubba”, the series features different tenants, and at times, even employees of the coworking space chain.  

By helping its members gain influence, the shared workspace is investing in their potential to be success stories themselves, which could create a lasting impact on the brand. Imagine being the first home of the region’s next unicorn. It’s a minimal investment that can turn priceless in the long run. Besides, which startup doesn’t like free publicity? 

Screenshot of JustCo’s LinkedIn Page.

From JustCo's LinkedIn page.

To follow the market

One of the best ways to reward clients for their support is by producing content that is relevant to their business or career. Just make sure that the content is published and marketed properly. Take advantage of the available platforms like Medium for blog posts, and LinkedIn and Facebook to engage with the community. Instagram and YouTube may be more apt for visuals. Still, it doesn’t mean a brand has to be in all social media spaces all at once. It’s best to experiment until something sticks and works. 

The leading shared workspace operator in Singapore, JustCo, for example, made sure it has established a presence in three major social platforms: LinkedIn, Facebook and even Instagram. But it publishes most of its content on LinkedIn where it enjoys the biggest audience with more than 15,000 followers. The brand isn’t letting go of its other accounts entirely, but it focuses most of its effort in the space it knows is being watched. 

No matter how great a shared workspace may be, it can't sell itself on its own. A well-executed content marketing strategy can do wonders for a brand that wants to stand out in an increasingly saturated industry.


-Written by Monette Quiogue  

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Content marketing isn't just about producing an outsize number of blogs or articles. At Bookshelf PH, we lead you to efficient content marketing by working with you to determine your brand's voice and messaging. We'll then back content with hard research, optimize it for search engines, and make sure your brand voice stands out.

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