Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

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Connect with Josh

Website: https://cobaltworkspace.com/
Email: josh at cobaltworkspace dot com

Connect with Kevin

Website: https://everspaces.com
LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca
LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Most coworking operators lease a space and hope for the best, but Josh Mente has started buying the whole block.

Josh isn't just the founder of Co-Balt Workspace. He's a seasoned real estate investor playing a real-life game of Monopoly in Hampden, one of Baltimore's most eclectic neighborhoods. 

He's buying properties and filling them with businesses that all support each other (including his coworking space) with a long-term real estate play driving the whole strategy.

His approach isn't random. It's calculated, community-focused, and designed to create value on multiple levels at once.

In Episode 17, we dig into how Josh built Co-Balt and the ecosystem around it:

• The community-oriented marketing approach Josh used to embed Co-Balt into Hampden's fabric and build awareness through genuine neighborhood engagement
• How Josh approached building his coworking business with a real estate investor's mindset, thinking in decades rather than quarters
• His "outsourced amenities" model and how Josh's other properties, like Hampden Yards (his beer garden next door to Co-Balt) add extra value for Co-Balt members while also acting as community hotspots
• The trials and tribulations of opening a second location and what Josh has learned about expansion
• How Josh marketed Co-Balt to full capacity with a waitlist, and the levers he can pull when he wants to reactivate his funnel or expand his market if he opens a second location in a new neighborhood
• How and why Josh pivoted away from being the face of his business, and what changed when he let the brand speak for him in the community
• The traditional coworking arbitrage play, plus why Josh always advises coworking operators to buy their spaces whenever possible, and how ownership changes the economics and long-term value creation of the entire model

If you've ever wondered what it looks like to think beyond coworking as just an office space business and use it as part of a bigger real estate and community-building strategy, this one's essential.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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What happens when two marketers try to “gotcha” each other with tough questions? Minimal prep, very few notes… just sweat, anxiety, semi-malicious intent, and a few (hopefully decent) analogies.

That’s exactly what went down in Episode 16.

Here are a few of the questions we threw at each other (and a sample of the analogies we leaned on):

💸 How do you measure the ROI of content?
Like an investment account: slow at first, then compounding until the dividends keep paying out.

🎣 Does coworking sell itself, or do you need marketing?
You can’t manufacture demand. You can only capture it. It’s like fishing: if you go to where the fish are already at, you’re more likely to get a bite.

🎹 Why hire a content agency in the age of AI?
AI is like a piano that can play any note. You still need a musician to write a great song.

🧭 Why is a dialled-in strategy essential (vs. random tactics)?
Resources are finite. You don’t want to be “doing marketing” without a market. A strategy helps you allocate your efforts to get the maximum payoff. 

🍝 If content is “subjective,” how do you know if it’s good?
Like a restaurant: people return, bring friends, and leave great reviews when it hits. Bonus note: you need to have a niche. If you go to an Italian restaurant and they only serve curry, it might not hit the mark.

📍 How much of occupancy is marketing vs. location?
Location matters, but being the best-kept secret doesn’t fill offices. Strategy + visibility turn a good product into one people can discover and purchase.

📧 If you could only pick one channel, which one?
Email. It’s like getting a phone number at a bar. You have to put your best foot forward in order to earn it, but once you have it, you’ve got a direct line open with someone who’s expecting to hear from you.

🚫 What’s the most overrated tactic—and what “wisdom” should operators ignore?
We call out the budget-drainers and the advice that sounds good but doesn’t move the needle.

Also, the ongoing analogy arms race is heating up as Taylor finally tries to catch up to Kevin’s game. 

Results may vary. We’ll let you be the judge.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com
LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca
LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Hot takes. Big ideas. Bold predictions on the future of coworking from some of the leading minds in the industry. That’s what you get when you have Liz Elam and Stormy McBride on the pod. So, if you care about coworking, marketing, hospitality, or the future of the industry, you’re gonna want to watch (or listen) to this one start to finish.

For Episode 16, we sat down with the masterminds behind GCUC to talk about where coworking is going, how they somehow keep putting on events that don’t miss, and how content and community are fueling the ride.

We cover a lot in this one, including:

• How they structure pre- and post-conference content to build FOMO and drive attendance
• The GCUC content marketing flywheel, including podcasts, blogs, reels, quotes, newsletters, and community connection (and how, believe it or not, it’s actually a secondary initiative for them)
• The tools, automations, and AI workflows that power it all
• Why hospitality—not real estate—is the future of coworking
• What expansion into multiple countries taught them about values and adaptability
• The “people over property” mindset that everyone in our industry needs to embrace 
• How coworking operators can work from their playbook to market their spaces more effectively

This one’s for anyone who wants to understand the trajectory of the coworking industry, and learn how to apply conference-caliber marketing to your local space.

Stormy and Liz don’t just run events. They’re building a movement. And in this episode, they’re sharing the strategy behind it.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

Connect with Hector

This Week in Coworking: https://www.twic.co

Syncaroo: https://syncaroo.com/ 

LinkedIn: https://www.linkedin.com/in/inztinkt/ 

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In this episode, we’re joined by Daenerys of the House Targaryen, the First of… wait, sorry, that’s not right. We’re joined by the one and only Hector Kolonas, Co-Founder of Syncaroo, Founder of Included.io, and the mind behind the coworking industry encyclopedia and newsletter, This Week in Coworking.

This episode has it all:

• A full spectrum of movie and TV references, from Game of Thrones to Futurama and beyond (count ‘em up!)
• Why toilet paper is a legit KPI for member churn in coworking spaces
• The dystopian future of AI and how using it to create sh*tty content is bad for the environment

Plus, Hector shares a wealth of practical insight about:

• Newsletter data, personal branding, and building a flywheel of businesses and marketing tools (even if you didn’t mean to)
• Why most operators don’t actually own their data
• How to think critically about what you’re putting into the world
• How to build systems that reduce noise and amplify signal
• What makes an email worth sending—and how to respect the reader’s time
• What operators should really be measuring (hint: it’s not just open rates)

If you’re running a space, scaling your ops, or thinking about how your content, systems, and services all connect, this one’s worth your time.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

Connect with Jamie

Website: https://everythingcoworking.com/ 

LinkedIn: https://www.linkedin.com/in/jamierusso/ 

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There’s never been a better time to start a coworking space. The opportunity is massive, and people like Jamie Russo are making the playbook accessible. 

Jamie’s been in the trenches, starting, running, and selling coworking spaces before launching Everything Coworking to help operators build profitable, community-driven businesses from day one.

In Episode 13 of 2 Marketers and a Coworking Podcast, we dig into the strategies for building and marketing a coworking business that works for you and your members.

In this episode, Jamie shares her insight on:

• Why “community” is more than a buzzword and how to make it a real asset (but only after you’ve got a profitable model in place first) 
• The common missteps new operators can avoid with the right guidance
• Balancing financial performance with vibrant culture
• How to think like a marketer, even if you’re not one (and why you need to)
• Why a clear brand matters more than ever in a crowded market

Plus:

• Kevin weighs in on why brand positioning needs to happen before you open your doors
• Taylor speaks on the marketing traps operators fall into and how to dodge them

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Push or pull? Muscle or momentum? That’s the foundational choice at the heart of your coworking ad strategy—and it’s one most operators never pause to consider.

In Episode 12 of 2 Marketers and a Coworking Podcast, we welcome Reuben Lau, founder of Spacefully, for a deep dive into Google Ads for flexible workspace brands. Whether you're running Google Ads, thinking about SEO, or just trying to spend smarter, this episode breaks it all down.

In this episode, we talk about:

• The difference between push vs. pull advertising—and why it matters
• Why coworking ads fail when they copy other industries
• How to structure Google Ads for a multi-location strategy
• The biggest mistakes operators make with retargeting
• What AI means for SEO, and how to adapt now
• Why clear messaging beats clever branding every time
• How to balance short-term tactics with long-term strategy

Plus:

• Reuben shares the framework he uses to guide operators through advertising decisions
• Kevin explains why ad fatigue happens sooner than you think
• Taylor talks about how to set realistic expectations for ROI when the funnel is long

If you run Google Ads for your coworking space, you don’t want to miss this one. 

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Cat Johnson joins us for Episode 11 to dive into a topic that’s the backbone of coworking—but also one of its strongest marketing advantages: community-building.

If you’ve been in the coworking world a while (or even if you’re just getting into it), you’ve probably heard of Cat. She’s a content strategist, brand community builder, founder of The Lab and Coworking Convos, and the author of The Daily Co.—a book that’s practically required reading in indie coworking circles.

It’s easy to talk about “community” as a warm-and-fuzzy idea. But if you want to stand out in an increasingly competitive market, community can’t just be a vibe—it has to be your strategy.

In this episode, we talk about:

• Why community-building is the “unbuyable” marketing advantage that outlasts paid ads
• How to market authentically when your product is human connection
• The DNA of great coworking brands—and why it’s upstream of community
• How neighborhood marketing turns your space into a local hub
• What community looks like for indie brands vs. big operators
• How to translate member interactions into powerful marketing language
• Why every coworking space should ask: “Who are we without the space?”

Plus:

• Cat shares the journey from record stores to coworking community leadership
• Kevin and Taylor geek out on gardens, germination, and other analogies
• We talk about how even introverts fit into a community strategy

We’re thrilled to have Cat as our first guest—sharing insights you won’t want to miss.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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There’s a reason we saved this one for Episode 10! It’s a long, hard, analogy-laden look at marketing strategy for coworking spaces—and a technical glitch means you don’t have to hear Taylor talk for the last 15 minutes of the pod!

Over the last few months, we’ve talked about ads, content, SEO, metrics, and more—but strategy is what ties it all together. This episode is your anchor.

In it, we talk about:

• The difference between business strategy and marketing strategy—and why you need both
• What it really means to be differentiated in your market
• How to be remarkable without resorting to gimmicks
• Why clarity is your strongest competitive advantage
• How to define your audience and know what they actually care about
• The marketing KPIs that should guide your decisions—not just make you feel good
• The real role of brand in a relationship-driven industry like coworking
• When to trust your gut—and when to check the data

Plus:

• Kevin breaks down the core tenets of marketing strategy in the coworking space
• Taylor calls out the things marketers love to overcomplicate
• We both talk through what’s working, what’s not, and what’s next

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com

LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca

LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Writing a blog for your coworking space doesn’t need to feel like guesswork—or a waste of time.

It’s one of the simplest, most effective ways to drive traffic, boost SEO, and stay top of mind. But only if you do it right.

In Episode 9 of 2 Marketers and a Coworking Podcast, we get into the blog strategies that actually move the needle—and how to create content that’s sustainable, searchable, and strategic.

We talk about:

• Why your blog should serve your business first—not some imaginary reader
• What topics matter most based on the intent of your audience
• The blog “barbell strategy”—quick-hit content + long-haul SEO plays
• Why keyword research is your cheat code (and how to do it in 10 minutes)
• What metrics to track besides pageviews
• How to know when it’s worth your time (and when it’s not)
• Frequency vs potency: how to set a cadence that doesn’t burn you out

Plus:

• Kevin breaks down the real ROI of content—even if it doesn’t “go viral”
• Taylor shares the framework we use to brainstorm topics for clients
• We both talk about the traps we’ve seen (and fallen into) when blogging for coworking

And we’re giving away a free blog writing course to help you get started without overthinking it.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

---------------------------------------------------------------------------------------------------------------------------

Connect with Kevin

Website: https://everspaces.com
LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca
LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Running ads for your coworking space isn’t about throwing budget at a platform and hoping for the best. It’s about knowing where to start, when to expand, and how to spend smarter—so every dollar drives results.

In Episode 8 of 2 Marketers and a Coworking Podcast, we discuss the levers that make ads profitable and the essential elements of a strong coworking ad strategy.

We talk about:

• Why Google search ads are (still) the fastest way to get leads (for now—we see you, AI!)
• The right order for your ad strategy: search, retargeting, prospecting—then everything else
• How much budget you actually need (hint: focus on cost per acquisition, not % of revenue)
• When it’s worth adding Meta, LinkedIn, or Display ads—and when it’s a distraction
• Why retargeting ads give you leverage (and how to do them right)
• The unexpected power of Craigslist and Facebook Marketplace
• Why branding matters when you’re not the cheapest option

Plus:

• Kevin shares the simple rule of thumb for knowing when it’s time to expand
• Taylor asks the “dumb” questions every operator should ask before spending a dime
• We both talk about why ads should sell the feeling of your space—not just square footage

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 

🔔 Hit subscribe to make sure you don't miss an episode.