Consider a brand that provides content on how to save space that’s based on techniques for tiny homes and other content regarding how to organize your life with your smartphone camera. Surprisingly, the content is provided by Citibank.

If anything, most individuals would think that Citibank, as a provider of mortgages, would encourage customers to buy large homes rather than tiny homes, but the brand is instead seeking to provide lifestyle tips to keep readers engaged. Alongside of the articles are text boxes with links to information on mortgages, but the overall focus isn’t on products.

Citibank isn’t alone in trying to keep readers engaged by avoiding pushing product with articles that could appear to be webpage versions of infomercials. Red Bull, for example, generated much publicity when it featured Felix Baumgartner’s supersonic skydive from the edge of space. Even though Baumgartner was decked out with Red Bull’s logos, he didn’t take any other actions to promote the brand.

Indeed, he could have guzzled down a can of Red Bull upon landing while news cameras were focused on him. Rue La La, which is a designer apparel retailer, also takes a broad approach to content. Its website includes an article “10 Books that Hooked Us at the Very First Sentence.” It’s part of the firm’s lifestyle offering and provides links for customers who may want to purchase the books.

Equinox Fitness, which offers gyms and hotels, also provides diverse content with its “Furthermore” online magazine. The publication features recipes, travel tips, fashion discussions, and articles about medical science. Brands, of course, ultimately want to convert eyeballs into sales. Marketers realize, however, that pushing product is likely to alienate readers.

With that in mind, leading brands have been moving away from “calls to action” which are basically statements urging readers to buy products or to request more product information. Rather, brands realize that they need to keep readers engaged. In the process, brands can enhance their image with individuals.

For example, Citibank’s content can help establish the company as a source of information for day to day matters. From a long-term perspective, the content can eventually help the firm to target prospects with appropriate products. Equinox Fitness, for its part, is increasingly broadening its image as a brand that is about overall health and travel rather than just physical fitness.

Yet, simply providing content that doesn’t push products isn’t enough. In order for content to support sales, brands need to have sufficient technology for tracking readers’ activity and then providing more targeted articles or videos before eventually pitching products that will meet individuals’ specific needs.