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What's the fine line between consistency of message and variety in format?
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I'm not sure there's a fine line. Format is format and message is message.
Perhaps you're thinking that messaging means always using the same words. Words are not the same as message. Meaning is the equivalent of message.
The exception might be some phrase or solution positioning your company is trying to own. Such as - Genius.com and Social Marketing Automation.
As for format, spoken words (video, podcasts, webinars) will obviously be more casual and conversational sometimes than written words. But that doesn't mean the meaning needs to change.
The litmus test for this should be - what's the takeaway the audience will receive? If it's the same from a content article as it is with a podcast, for example, then you've got consistency of message - even if the words are different.
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