The fundamental idea behind inbound marketing is that rather than interrupting people with marketing messages, you can instead be more in-tune with their current issues, pain points and buying behaviour (using the internet to research which product meets their needs), and therefore pull them towards your company. Buying relationships are now based on shared knowledge, trust and thought leadership.This whitepaper explores the idea that by providing people with free, interesting and solution-filled content, you give them the chance to realise that you understand their needs and wants, you can offer a solution and you’re not being pushy or salesy. This type of approach will give prospects the freedom to engage with your content at their own convenience and come to understand that you are the best company for them to work with.