In a digital world overflowing with information, creating meaningful content that resonates with audiences can be challenging. Creating content that resonates with Christian audiences comes with additional challenges, which is why your brand must understand who its audience is, why it is marketing to them, and how best to accomplish its marketing strategy through content. Whether you’re a fresh grad in your first communications role or a senior marketing professional, understanding how to weave faith and morality into your words is essential for reaching modern Christian audiences. 

In this blog, we will explore the nuances of building a content strategy geared toward a faith-based audience, including how to create digital assets that speak to your intended audience, the do’s and don’ts of marketing to Christian audiences, and we’ll also share a few ideas to get your creative juices flowing. 

Not all Christians are the same

Before you dig into your marketing strategy, you must understand that not all Christian audiences are the same. As with any general audience, it is through segmenting that you learn the subtleties of the group you want to target. Think about political persuasion. Are all Republicans identical? All Democrats? Teachers? Doctors? What about every citizen who lives in the state of Arizona—are they all identical? 

The answer is a resounding No. 

Each of the aforementioned groups is easily divided into various segments depending on feature similarity. For example, some teachers work at private schools; others work in public education. There are Republicans in Arizona who think very differently than Democrats in Arizona. In fact, there are Republicans in Arizona who think differently than Republicans in Washington State. There are conservatives who are pro-death penalty and conservatives who are anti-death penalty. 

In each of these scenarios, understanding the undertones of a given target’s interests and belief systems is key to effectively reaching them. Every group has unique interests, challenges, and pain points. To market effectively, you must understand those differences. 

Be Authentically Biblical

Speaking of knowing your audience, when it comes to Christian audiences it is important that you are authentically biblical in your marketing. Whether you discover that your audience of interest is Christian conservatives interested in current events, Christian parents of young children, former ministry leaders, or any other subgroup, your content will fall flat if it fails to meaningfully connect with their faith-based identity. 

You cannot stick a verse of the day in your writing and call it biblical. Christians want authenticity—and they don’t want to be placated. You must write content that is meaningful, interesting, and resonates with their biblical and moral ideologies. For example, provide context and deeper Scriptural insights. Offer faith-based perspectives on today’s most pressing issues.

Whatever your methodology, appealing to their interests is key. Does your business work with a religious nonprofit? Do you have a particular moral code for employees that is biblically aligned? Do you sell faith-based products? Consider how your business authentically connects to Christians and share that story with your audience. This type of transparency will work far better than simply stamping John 3:16 on the bottom of your website to convince Christian audiences you care about their faith identity. 

Appeal to their Beliefs

This is why it is also necessary that you genuinely appeal to Christians’ beliefs as part of your marketing content strategy. Such an appeal should be thoughtfully woven into the character of your business or organization’s purpose. Ask yourself: What about our offerings will connect to this audience’s belief systems? Second to that: How does our brand support their values outside of commerce?

Let’s take PublicSquare, an online marketplace, as an example. On its website, PublicSquare clearly outlines its purpose, explaining to consumers that it is a place where they can purchase everything they need from “businesses who respect traditional American values.” The marketplace doesn’t just say this—they embody it. The website discusses its focus on supporting traditional family values and explains details about the brands it works with to put consumers’ minds at ease. 

They also inspire cause-driven purchases. For example, following Hurricane Helene and Hurricane Milton, PublicSquare prominently advertised a “Buy For a Cause” bundle from EveryLife that sent diapers to families in need. This is an example of meaningful marketing in action. By highlighting the social good of a brand PublicSquare endorses, they not only demonstrated to would-be consumers EveryLife’s commitment to American families but also their own. 

View Current Events through a Biblical Lens

On that note, address current events through a biblical lens. From politics to the classroom, Christians are invested in the everyday world around them. While fear-mongering is a popular tactic in mainstream media, it is far less likely to resonate with biblically-minded Christians who view the world through the inerrancy of the Bible. Don’t be afraid to discuss politics, ideologies, and culture wars—but make sure your brand does so with a purpose. Tie current events to biblical standards and outlooks to provide your Christian audience with perspective. In doing so, you will build trust and loyalty.

When it comes to Tough Topics, Stick to the Facts

Similarly, when it comes to serious topics such as abortion, immigration, elections, and various ideologies, be careful not to overwhelm your audience with conjectures that may be perceived as biased. Stick to the facts. This is a good rule of thumb regardless of the intended audience. 

Share stories from affected individuals, interview excerpts, statistics, and other research. Don’t be afraid to lean into tough topics—just remember to do so thoughtfully. Equip your audience with the information they need to make an informed decision. Don’t be afraid to take a stand; in fact, many Christians prefer brands that courageously stand up when it comes to defending biblical values. Just make sure you can defend that choice through biblical reasoning and logic. 

Utilize Resources

A great way to provide educated insights for Christian audiences is through additional resources. These may be internal resources created by your organization or external resources you can link your audience to.

Internal Resources

From e-guides to devotionals and personal testimonies to case studies, there are myriad ways your brand can leverage internal resources to support your mission. Think about your brand’s offerings and create assets that your audience will find useful. Offering free downloadable resources is an easy way to connect with your audience and demonstrate your commitment to them beyond the shopping cart. 

External Resources

When it comes to external resources, link your audience to useful information. This may include peer-reviewed research, whitepapers, interactive tools, and even relevant webinars and podcasts. Whether that means sharing research on the toxicity of cosmetics products to demonstrate the superiority of your organic makeup line or highlighting a free podcast that is values aligned and likely to be of interest to your audience, demonstrating your position as a subject matter expert in the field is one way to set yourself apart from the competition. 

Draw on Interviews with Christian Thought Leaders

On that note, don’t forget that people are excellent resources, too. Utilize insights from key Christian thought leaders to help your audience understand the benefits of your brand for them. Think about popular Christian voices such as Candace Cameron Bure. The outspoken Evangelical Christian has built a loyal following by authentically sharing who she is, what she believes, and by extension, the types of organizational ideals she stands for. From size-inclusive fashion to StarKist tuna, linking arms with Bure has proven lucrative for numerous brands. 

Just remember you don’t have to work with star influencers to have skin in the game. Tap into smaller groups and influencers to create meaningful liaisons with trustworthy brand ambassadors. Sometimes less is more. Even a small-time influencer with 2500 engaged followers can positively impact your brand by sharing their experiences. Find people who are passionate about your brand and tap into their excitement to generate buzz. 

Be Encouraging 

Don’t forget the power of positivity. At a time when most news is bad news, be the brand that goes against the grain. Offer positivity and hope. A solution-oriented perspective can go a long way in inspiring consumers and potential consumers. While there is a time and place for cautionary warnings, remember that audiences also want to be inspired. Avoid overwhelming your Christian audience with constant doom-and-gloom apocalyptic tales. After all, Christians know their hope is in Jesus above all else. Smart brands recognize this and develop messaging that appeals to this biblical perspective. 

Conclusion

The internet is bursting at the seams with digital content. At a time when filtering through the noise has never been more challenging, creating meaningful faith-based messaging that resonates with Christian audiences is essential. As you develop your marketing strategy, remember that not all Christians are the same. To connect with an audience, you must understand who they are and what makes them tick.

When developing content for Christian audiences, don’t forget to prioritize biblically aligned messaging that resonates with their faith-driven values. Appeal to their beliefs and demonstrate how your brand is genuinely aligned with those beliefs. By viewing the world through a biblical lens, seeking insights from valuable Christian thought leaders, and drawing on useful resources, you will be well on your way to connecting with consumers who are ready to become loyal brand enthusiasts long after they checkout.

Are you ready to elevate your Christian marketing strategy? Let’s talk.