It is heartening to see that content is at the center of most discussions about the state of B2B marketing today. Industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged. What do you do when the bulk of your marketing content, with the exception of case studies is product focused? How do you shift the focus from you or your company to your prospects and customers? Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Parametric part number search - in addition to the standard word search tool on your website, build a parametric search application. This is particularly helpful if you are a components manufacturer and have a large inventory of parts. Help the design engineer select the exact part number by selecting critical parameters s/he needs. Once they find the correct part number, offer datasheets with performance characteristics, applications and tolerance information, include a way for the visitor to send a quick question to your engineering department and if applicable, add a "Buy now" button to take advantage of online sales. CAD drawings - you probably already have an extensive library of CAD drawings. Why not create a downloadable library on your website? This feature is very useful if you are serving the architectural and builder communities. You have a much better chance of getting the order if your parts are designed in and included in the Bill of Materials. Offer the drawings in PDF and JPEGs instead of editable DWG or DFX formats if you are concerned about someone altering your proprietary designs. Valve sizing programs - these are great and easy to use tools for any manufacturer of valves for chemical, hydrocarbon and industrial process, power, water and wastewater industries. Customize them to suit your particular product line, which makes it much easier to specify and buy your valves. Online color selector - build an interactive tool for your website for visitors to mix and match different colors and components in real-time. Community/Customer forums - forums have been around a lot longer than social media and have proven to very effective for engaging the engineering community. The primary ways industrial companies participate in social media today are through community/discussion sites for customers as well as similar internal sites for employees whereas adoption of newer social media tools like Twitter is very low at only 9%.