Aug 21, 2018

What Is Congruent Marketing?

I think we can all agree that your marketing efforts should be congruent. See what I did there? Consensus and consistency can be that simple.

“Congruent marketing” is a fancy way to proclaim that paid media, search, digital and social tactics should not be siloed pursuits. That everything you create — every message and every visual — should relate to one another, should be in agreement with one another and should coincide with your overarching business goals.

The best tool we know to start a successful content marketing campaign — while keeping those business goals front and center — is a content strategy statement. This one magical sentence can help strengthen a brand while enabling your marketing team or agency to create successful content.

Meghan Casey eloquently breaks it down in her book “The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right,” by claiming, “one of the most powerful things we can do is boil down words to a core content strategy statement.”

A content strategy statement defines the primary reason you want to use content to achieve a business goal. Keep in mind, this statement should be flexible, and if you have multiple goals you might need multiple statements — create as many as your organization needs. Strategic marketing agencies often develop a unique statement for specific campaigns, initiatives or audiences as well.

Below are a few fill-in-the-blank content strategy statements you can use to start the conversation within your business and marketing department. As you can see, each statement is built to address three things:

  • Business goals
  • Target audience
  • Audience needs
Sample Core Content Strategy Statements

“We want _____ to do ___ so we can achieve ___.”

“Our business will achieve _______ by publishing ____, _______ content about _______ that makes people (do) ______.”

“The content we make will help us ________ by providing _______ content about _______ that makes people ______ so they can __________.”

By starting the conversation and filling in these blanks, you’re one step closer to developing a strategic content marketing plan that makes your brand uncompromisingly consistent — and congruent — for your customers at each stage of their journey.


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