Non-html content apart from images needs to be retrieved using an object, embed or iframe tag
- iframe:
<iframe src="https://stackoverflow.com/questions/5565759/somepage.pdf"></iframe>
- object/embed:
<object src="https://stackoverflow.com/questions/5565759/somepage.pdf"><embed src="https://stackoverflow.com/questions/5565759/somepage.pdf"></embed></object>
somepage.pdf could be somepage.jsp?filename=somepage&mimetype=application/pdf
Here is an interesting link How to Embed Microsoft Office or PDF Documents in Web Pages
and here is a stackoverflow search