Connected consumers are now in charge of what, when and where they consume their individually preferred content. Consumers also have higher expectations for responsiveness, participation, and relevance. They expect brands to react to breaking news and engage in conversations about trending topics at the speed of social. According to Edison Research 42% of consumers want brands to respond to their questions within an hour. For more and more in the marketing industry, the answer, at least in part, is content marketing. Creating a cohesive brand strategy that tells the story of the brand, relays useful information and entertains consumers.