Episode Summary
“Everything comes back to email.”
Emily and Bernie rip the plaster off a painful truth: frantic paid ads can’t rescue a hollow content strategy.
They swap war stories about “panic‑buying” LinkedIn and Google ads, compare the steep learning curve of PPC platforms, and reveal why most indie coworking spaces burn cash instead of building community.
Emily breaks down the real cost of outsourcing ads, how to vet an agency (hello, SEMrush reports), and why at least one team member should be 80 % focused on content.
Bernie drives home the email‑list gospel—own the relationship or risk algorithm whiplash—and drops the Marcus Sheridan pool‑builder case study (£22 m in organic revenue, one blog post - we double checked before posting and it’s $35 million as of April 2025).
Together, they outline a consistent content schedule: weekly newsletters, repurposed social media posts, cornerstone blogs, and strategic outbound links that cater to both humans and bots.
They conclude with an invitation to assess your AI readiness (quiz) and participate in their hands-on AI Workshop in London on 25 June—because smarter workflows surpass larger budgets.
Timeline Highlights
[00:04] Emily opens with the Unreasonable Connection invite—monthly video call for coworking pros
[00:32] Bernie frames the day’s debate: paid ads vs. content‑led audience building
[01:10] “Plant seeds, water daily”—Emily’s garden metaphor for multi‑channel marketing
[02:17] The panic‑buy syndrome: grabbing Google Ads vouchers in desperation
[03:18] Bernie’s prime directive: email lists survive every algorithm shake‑up
[05:13] Person‑power reality check—ads demand constant monitoring
[06:16] How to spot a shady agency (and why authority scores matter)
[07:29] SEMrush 101—Emily explains the £200‑£600/month tool and what it reveals
[10:17] Website investment vs. social media dopamine hits
[11:29] Feeding bots and humans—alt tags, internal links, accessibility
[14:30] Slow‑burn organic search: the most stable growth engine
[17:44] SERP snippets, cornerstone content, and stealing smart from competitors
[19:18] Time maths—why an 80 % content role pays for itself
[21:40] Weekly newsletters are the backbone of every other channel
[22:58] AI Quiz + 25 June Workshop: hands‑on tactics for lean teams
Detailed Episode Breakdown
Why Panic Ads Backfire
Bernie admits to torching ad vouchers and explains how emergency PPC drains budget without fixing the funnel.
Emily adds that constant platform updates turn “set‑and‑forget” into wishful thinking.
Planting Seeds of Content
A garden grows when watered—so does your audience. The hosts outline a daily or weekly cadence that combines blogs, newsletters, and social media into an ecosystem that bots respect and people share.
Email List as Lifeline
From early Facebook page crashes to today’s LinkedIn throttles, Bernie shows how owned lists future‑proof community reach. One weekly newsletter will outperform a dozen boosted posts.
The Hidden Cost of Paid Advertising
Emily breaks down agency vetting, authority audits, and why skipping due diligence can double your spend.
DIY? Expect a steep learning curve and constant rule updates.
SEO Tools Decoded
SEMrush (and its rivals) unmask competitor keywords, SERP questions, and backlink gaps.
Use reports to craft cornerstone posts—think “Can I bring my dog?”—that outrank bigger brands.
AI & Workflow Optimisation
ChatGPT and Gemini now serve as on‑demand “body doubles.”
The hosts share the London Coworking Assembly AI workshop with Urban MBA, promising practical prompts that slice production time without slicing nuance.Links & Resources
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One more thing
Coworking brings communities together, helping people find and share their voices.
Each episode of the Coworking Values Podcast explores Accessibility, Community, Openness, Collaboration, and Sustainability—values that shape the spaces where we gather, work, and grow.
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