11. Community-building as a marketing strategy [with Cat Johnson]

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/ --------------------------------------------------------------------------------------------------------------------------- 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. --------------------------------------------------------------------------------------------------------------------------- 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.