Long gone are the days of businesses with effective marketing preaching only about what they do and who they are. Marketing is no longer just about a business selling a product or service, instead it is about building a brand that people can connect to. Today’s marketing landscape allows consumers to truly interact with brands in more ways than ever before. Marketing and advertising used to be more of a “push” process with businesses pushing their message out to their audience in a controlled setting. It is now more about “push and pull.” Effective marketing is a two-way conversation between businesses and consumers. Consumer’s expectations have changed, they expect real-time marketing, on-demand information and readily accessible answers and feedback. Messaging should be authentic, content driven and non-traditional. Content marketing is defined as being focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information. Basically, it is the art of communicating without selling. Companies are pushing information out all of the time to potential consumers; effective marketing needs to include valuable and relevant content. Consumers will interact with your brand if there is reason for them to do so by giving them content that will cause them to stop, read, think and engage.