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 use to grow your coworking business.
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In Episode 6, Kevin and Taylor unpack what it means to adopt an e-commerce mindset—and the far-reaching marketing benefits that can come from doing so.
This episode explores:
Why an educated buyer is a happy buyer—and how productizing your services makes your marketing (and sales) way more effective
How to reduce friction and increase conversions on your site
How to track your ROI on ad spend
Why even premium offerings like team suites benefit from being shoppable
What high-performing spaces are doing right (and what others are still getting wrong)
This isn’t just about selling online. It’s about building a system that works harder, converts better, and helps your marketing drive more revenue.
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.
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5. How to use AI to build better marketing systems
Ready, fire, aim: introducing 2 Marketers and a Coworking Podcast
Episode 1
Tuesday, April 1, 2025 • Duration 29:58
Welcome to the very first episode of 2 Marketers and a Coworking Podcast!
In this kickoff conversation, we finally hit record on something we've been meaning to do for a while—launch a podcast about all things coworking and marketing. In this episode, we talk about:
The purpose behind starting this podcast and why now felt right
What makes coworking marketing unique—and how to approach it strategically
The pros and cons of outsourcing vs doing it yourself
Why done is often better than perfect
What's ahead in future episodes
This is the start of a fun, honest, and hopefully helpful journey into the world of coworking marketing. Whether you’re running a space, supporting one, or just curious about how marketing actually works in this industry, we’re glad you’re here.
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
14. Using content, data, and tech for smarter marketing [with Hector Kolonas]
If you’re a coworking operator, consultant, or service provider trying to figure out how to actually use AI without losing quality, creativity, or trust—this one’s for you.
In the latest episode, we dig into:
How AI is changing marketing for coworking spaces and service businesses
Why better inputs matter more than chasing the latest tools
Where AI fits into a real marketing strategy (without making your content sound robotic)
How to avoid the "garbage in, garbage out" trap that’s flooding the internet with junk
Why the bar for quality is higher now—and how to stay ahead of it
How to tackle the stigma around using AI without hurting your brand credibility
Why you still need to know what “good” looks like when you're creating content
Plus:
Taylor shares the 40/20/40 rule for using AI the right way without losing the human touch
Kevin explains why subject matter expertise matters more than ever in an AI-driven world
We both dig into why every AI project needs a clear strategy behind it if you want it to work
As a bonus, we’re giving away a free 4-step prompt architecture—a tool to help you streamline AI content creation based on your strategy and original materials, so you can create high-quality, on-brand blog content faster.
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.
Sir Richard Branson has more social media followers than Virgin does. Cristiano Ronaldo has more followers than all the Premier League football clubs combined.
Why?
Because people follow people more than they follow brands.
That’s what this week’s episode is all about: why coworking CEOs and founders should get involved in the company's marketing—and how to do it.
In this episode, we discuss:
How founder visibility builds trust and credibility
Why this matters when your audience is considering a management agreement, signing a lease, buying a franchise, or joining a community
What types of coworking businesses this works for
How to measure the ROI of building your profile as a CEO/owner
What you can do to get involved in the marketing process
Also:
Kevin breaks down the power of just showing up
We share a few book recommendations that will help you wrap your mind around building your profile as a business leader
Taylor shares how storytelling plays into category creation
We both agree that most people are overthinking it—and underutilizing it
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.
If your marketing feels messy (like spaghetti on a wall), duct-taped together, or like a hodgepodge of loosely related activities, this one’s worth a listen.
In Episode 3 of 2 Marketers and a Coworking Podcast, we cracked open Kevin’s proverbial crayon box and drew out the 6 P’s of creating a coworking marketing operating system:
Places (where everything lives)
Planning (what’s coming up next)
Projects (one-time efforts)
Processes (recurring tasks)
People (the crayon box)
Performance (are you getting results?)
We also discuss the primary colours you need in your box of crayons:
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.
In this episode, we’re diving into the ten KPIs that matter for coworking spaces—not just the ones that make your dashboard look good, but the ones that help you figure out if your marketing’s doing what it’s supposed to: driving revenue.
Here’s what we cover:
Weighted cost per new member
Weighted cost per lead
Weighted cost per tour
Marketing budget
Lead-to-close ratio
Website conversion rate
Churn (and what it tells you about retention + ops)
Lifetime value
Marketing expenses vs new MRR
Channel performance across ads, SEO, email, and social
More importantly, we tell you what these metrics actually mean for your coworking space.
We also get into the nitty-gritty of how to set and calculate KPIs, what good benchmarks look like, and how to track them over time (spoiler: it’s a spreadsheet, not a fancy tool).
Plus, we talk about:
Why some marketing impact is real but impossible to measure
The soup analogy you didn’t ask for but will remember
Mark Wahlberg, Pilates, and Taylor’s fear of earthquakes
If you’ve ever wondered whether your marketing is working—or just want a better way to measure it—this is the one to listen to.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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