This strategy goes beyond creating materials for dealers, resellers, and system integrators that may also be appropriate to your product.
Instead, the idea is to present key information and messages to consumers or business customers who are beneficiaries -- but not necessarily users -- of your technology.
As a white paper writer, I have worked with clients to produce short books about new technology trends that bring significant changes to their customer's operations. In one example, I created a clear, non-technical guide to networking technology for teachers and administrators in local schools that were being connected to district-wide networks.
Whether as a printed book or online content available for download, these materials can be particularly valuable for customers with small communications and PR staffs. Ready-to-publish information also help these customers communicate accurately about very technical products.
Customers and their audiences aren't the only ones who benefit from this form of content marketing. For the manufacturer, providing educational resources for all of the stakeholders in a customer's sphere can be a valuable asset in selling very complex and costly technical systems.