Strong Content Themes

Last week we shared our Story Framework Download to help you set and socialize your content strategy.

The secret to a successful Story Framework is to develop strong core themes. This is because every piece of content your school will share going forward will need to connect back to at least one of your 3 core themes.

Here are a few tips to develop strong core themes:

1. Avoid generic themes

Your core themes should be unique propositions that set your school apart from other premier independent schools. Therefore, we highly recommend you AVOID setting core themes like:

> Empowering Independent Thinkers
> Innovative Curriculum in Action
> A Deeply Connected Community

Here’s the issue with these themes: Nearly every school says the same things.

If you want to set your school’s story apart, you need to aim higher. Elevate these important attributes with a strong point of view and statement about powerful student outcomes.

2. Infuse your POV and unique student outcomes

To take generic themes higher, start by exploring your school’s unique answers to these questions:

What is your school’s unique point of view on the subject area?

For example, why does your head of school and faculty believe in the importance of “Empowering Independent Thinkers”? What personal experiences have they had that motivate them to push the boundaries in this space?

How does your school’s approach achieve unique student outcomes?

For example, how does your faculty’s approach to ‘Innovative Curriculum in Action” set your students apart from alumni from other premier private schools? How has your unique approach shaped them differently and opened more doors of opportunity for their future?

By exploring these ideas, you will transform generic themes that every school offers to more powerful concepts that will set your school’s content apart.

3. Address your ideal audience’s needs

All strong content connects with a very specific audience by addressing their needs and aspirations directly. Your school’s content should be no different. Rather than prioritize the impressive attributes of your curriculum, faculty, and facilities, prioritize your audience’s needs and desires.

To get started, dust off the results of your end of year survey. Take another look at the responses from individuals that represent your ideal audience. How do they describe your school to friends and family? What do they love about your school? What improvements do they wish to see? What investments do they think are most important for your school going forward?

These insights will help you identify subject areas you should infuse within your core themes and address directly through your content.

Strong core themes are key to a strong story. Focus on these tips and you will develop a Story Framework everyone responsible for sharing your school’s content will be proud of.

See you next Monday,

Cheryl Sig@500px