This article from the Wall Street Journal (http://is.gd/zgMnhd) is an excellent reminder of the necessity of integrating industry key words into your resume and cover letter. As the author points out, the majority of mid-size to larger firms are increasingly using text scanning software to identify qualified candidates. A great way to find industry key words is to read job descriptions for the positions you're interested and use as many of those key words as possible.
A cool way to graphically see how well your resume or cover letter matches the job description is to copy and paste it into Wordle (http://www.wordle.net/). Then do the same for the job description. In a matter of minutes, you'll get a visual graphic that pictorially displays whether or not you're a good fit for the job.