Feature case studies. They can put your prospective new customer or client in the shoes of your case study subjects. He or she may be able to empathize with the problems they faced, and how your company helped them overcome it. Case studies should be logically organized. Publish articles and white papers.
White papers are documents that can explain how a product or process works.
These resources can supplement the product information you have, or the service you are promoting, on your site. You could post articles that spotlight your knowledge in a certain area. Such copy can extend your reach and invite inquiries from people interested in hiring your services. The same can be true for a product that requires considerable aftermarket servicing or is highly technical in nature. A telecommunications company, for example, might explore related bandwidth issues, which can demonstrate how its product forms the basis for longer-term technological developments.