Hot Desk

Content Generation – And How Coworking Spaces Help

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Content marketing, as described by Brafton, is “the process of conducting research, generating strategic ideas, crafting those ideas into high-value collateral and then promoting those pieces to a target audience.

Digital content takes many forms, including web pages, blogs, infographics, videos and social media posts.” It strays from traditional marketing, in that it works to build a relationship with customers, showing them why they are good through insightful content, rather than telling them.

Content marketing seeks to put forward content that is valuable to the customer. It is often engaging and informative; treating the customer as a person before an object to sell to. In this way, companies are able to build relationships with their customers, establishing trust and thereby enhancing conversions.

According to a study by CMI, content marketing generates over 3x as many leads as traditional advertising methods, despite costing 62% less. From this, we can see how people have become cognisant to traditional advertising methods; now requiring more than ever before to be convinced to purchase. Its efficacy cannot be ignored, with 66% of marketers in 2021 expecting their 2022 content marketing budget to increase proportionally, as highlighted by the Content Marketing Institute.

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So, where does one feature content marketing?

MDG Advertising stresses the value of social media, with more than half of people having been surveyed believing that social media can drive customer engagement and lead to increased sales. This sentiment is captured by The Coworker Mag.

“Over the last five years, an increasing number of brands have connected with social media influencers to promote and sell their products. What began as a secondary marketing strategy became a $5 to 10 billion industry, and now, influencers reign supreme in the world of branding.”
– The Coworker Mag

It must be noted however, that the abundance of social media content is overwhelming. How can one stand out within a sea of noise? This concern carries through to small businesses, who must find ways to outshine larger competitors. As suggested by Asset Digital Communications, a strong content marketing strategy helps to achieve this.

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Cyberclick profits content marketing as a whole-team effort.

“If you think about all the different people who work in your company, you’ll be sure to find that everyone can offer new and fresh perspectives on your content.”
– Cyberclick

This is where coworking comes in. Coworking spaces are a playground-of-sorts for freelance content marketing producers. Coworker Mag touches on SocialSet in Los Angeles, a space for digital creatives. Here, creatives can connect – growing their business together.

“It’s a great place to feel the pulse of the city’s artistic upswing,” said Miller. “We’re always happy to give tips to people new to LA on where to go and how to get connected with local influencers here.”
– SocialSet co-founder and creative director Jen Miller

The relevance of content marketing in today’s business climate is undeniable. According to a study by CMI and Marketing Profs in July 2021, half of all marketers are said to outsource content marketing. In 2020, 61% of marketers at large companies outsourced content marketing. In 2021, this percentage augmented, sitting at 75%. In effect, particularly as content marketing increases, content producers will need a place to go.

To summarise, coworking and content marketing go hand-in-hand. A coworking space is affordable, offering flexibility to complement the unpredictable structure of a content producer’s work week. Being surrounded by creatives, you can receive advice on your content, and insight into the industry which you would not otherwise have.



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