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I would also make sure to include generic terms for the industry or type of company that is in the case study. So if someone was searching for "saving money in the widget industry" you might show up because you included the term "widget industry". Just a thought.

I know this is a bit of an old topic but I had a similar question and here have been some of the things that have worked for me.

1. Case Studies with good visuals

2. See if customers might be able to link back to you if they have blogs

3. provide beginner information that customers or people in the same industry might be interested in.

4. I find product and/or material comparisons do very well.

5. Make sure your linkedin and twitter are optimized.

6. Look at doing videos explaining concepts or products on youtube

7. Look at other technical service providers that are industry leaders and see what they are doing.

It is definitly a challenge. We are a building and manufacturing material supplier and it is hard to find customers who are web savvy and at the same time try not to attract the DIY types.

Let me know if you have anymore ideas other than what I listed above.

Thanks

Paul