How to Find Hidden Treasures in Industrial Content Marketing

Have you ever watched those TV shows where folks find old, dusty, ugly, items in the attic and then find they are worth thousands after being analyzed by an expert? Turns out the item was right under their nose for years. The recipients of good fortune often talk about the many times they wanted to take the item to the dump or rummage sale.  Now, to their surprise, they have an extremely valuable item…still old, dusty and ugly.

So it is with long-tail keywords for the industrial market.

Old dusty, long-tail keywords such as “15 infinite variable swing lathe” or “electric motor vibration analysis” or “quench oil coolers” or “Falk 5DTC gear reducer” can be extremely valuable.

Let me explain how you can be the recipient of good fortune as well…

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Achieve 100% ROI for Industrial Content Marketing

The ROI of industrial content marketingOK…as a savvy, progressive industrial marketer you are on the spot.

You have proposed an aggressive online industrial content marketing plan for your company…yet, nothing has been done.

You notice that your competitors are spending more on online marketing. You notice that your most aggressive competitor has added many calls-to-actions (CTA) on many of their product pages to attract interested prospects. Further, you hear through the grape vine that your competitor has hired an agency to develop high-quality, downloadable content on their website. In fact, you have downloaded much of your competitor’s content using an anonymous name and your heart drops as you see the very kind of content that you have been advocating for years.

Next, you hear from your star salesman that he lost a sale to your competitor. Your salesman tells you, “I thought I had the sale, then my prospect told me they found a better solution on the web”  Further, your star says, “They found some great content on the competitor’s website that explained how to install their product and that really made the sale easy for them and a lost the sale for us.”

Your heart drops to, yet, another floor.

The CEO hears the story and asks you to present your industrial content marketing presentation again. The same presentation you presented two years ago that was shelved.

This time you take the advice of one of your best friends, a CEO of a mid-size manufacturer. Your CEO friend says, “Calculate the ROI.  It might be potential ROI, but if you back up your proposal with numbers that are real and documented, they will take the hook.”

Fine. Here comes a teachable moment.

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2 Marketing Tactics to Knock Off Your Industrial Competitors

use pillar pages for industrial to create a digital moatThat is…”knock off” your competitors from Google’s first pages.

Understanding two online marketing concepts, pillar pages for industrial & content saturation, can give your industrial company a huge competitive advantage.

Bear with me for a while and I will explain how the industrial marketer that embraces these two marketing tactics will benefit from a digital moat his competitors will find difficult to cross.


First, let’s discuss pillar pages for industrial and why they are so important to your online marketing effort.

Google, in their infinite wisdom, continues the goal of creating the best possible user experience for their customers. You have experienced it.  Think about the results your searches rendered 5 years ago compared to the results you expect today. You simply get better information and it is quick.  Amazingly quick.

Here’s how things are changing in the search world.

Google used to rank your pages using keywords. The results you enjoyed were sometimes relevant and sometimes not so good, depending how close your requested keyword was to actual answer you were looking for. Now Google ranks your webpages around topic-based content, not keywords.

As before, Google dictates how your content should be structured on your website.

When I first started Market Pipeline we could gather critical keywords from our clients, do some keyword research and strategically load those keywords into the webpages and botta bing…the webpage was ranked well.

Now the search for information is generated in a completely different manner. Now searchers are mobile, so results have to be returned in a smaller format. Now searchers ask the search engines as if they are talking to their best friend, “Siri, can you tell me who has the most inventory of Falk speed reducers?”  “OK Google, where can I get my Baldor motor repaired?” (Of course, Google knows exactly where you are and renders the right answers based on your location).

Google continues to update their search algorithm to focus on understanding the specific intent of your search. At what location are you searching from? What exactly did you mean?  Are there other related topics that you might be interested in? Can Google provide a quick snippet of information, rather than long page of search results, such as the one below.

using pillar pages for industrial to create snippets

Just 2 years ago, the CEO of Google said that 1 in 5 searches were on mobile and voice activated. That should be a red flag for all industrial marketers.

In other words, our marketing efforts no longer focus on company or product-specific keywords as we did 5 years ago. Now, Google wants us to focus on topic clusters built around pillar pages.

One the very sharp marketers at HubSpot, Sophia Bernazzani, boils down the concept of pillar pages:

A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth”.

Given Google’s methodology of using pillar pages and related back links: “Who supplies Falk speed reducers?”, “Where can I find a used speed reducer?”  “I’m looking for new or used Falk 5DTC reducer”…Google has the opportunity to render the most appropriate answer using artificial intelligence in their algorithm.

So, after my brief explanation I would ask you, “Is your website built around pillar pages or keywords?  Are your primary competitors’ websites built around pillar pages and topic clusters or keywords?

Chances are you answered negative in both instances. And, that is the first marketing tactic that can give you a significant competitive edge over your competitors as your younger audience becomes increasing dependent on the web for everything, including industrial sourcing

So…the good news is you can easily re-architect your website around pillar pages and benefit from more traffic and potential lead generation.

For more information about topic clusters and pillar pages, read HubSpot’s marketing blog, 5 Pillar Pages Examples to Get You Started With Your Own:


Now, let’s move on to the second marketing tactic that can give your industrial company a decided edge, a lack of content for industrial marketers or content saturation.

Use Content Saturation to Own Your Industrial Niche

Based on what you already know about pillar pages, topic clusters and keywords, I am sure you realize most industrial marketers are far behind when it comes to leveraging the web for top-of-mind awareness and lead generation…whether using keywords or pillar pages…i.e. content (blog posts, e-books, spec pages, white papers, etc. )

For illustration purposes type into Google, “where can I get my Baldor motor repair”. Notice the lack of any company or topic consolidation in the return page. I know of several Baldor motor repair service centers in the Kalamazoo area and none are listed on the first page. Yes, several of the manufacturer’s webpages are listed, but the web user does not care about the specifications or the price.  They want their Baldor motor fixed right now.

This is a perfect example of the lack of content for this specific search request…i.e. very low content saturation.

Now go to Google and type in, “who has the most inventory of Falk speed reducers”?…a typical request from someone needing multiple Falk speed reducers.  Notice that dominates the first page with the top 5 positions. Notice the URL addresses of each return. Google has rewarded Mar-Dustrial with top position, because they have given the web user the content they need.

In this case Mar-Dustrial create a pillar page (either by design or by accident) about “falk-speed-reducers” and with related topic clusters, such as “inventory” or “power transmission” linked to it.

Can you say “brand awareness”?  How about, “lead generation”?

My point is this:

Most industrial companies are 10 years behind when leveraging the web for top-of-mind awareness and lead generation.

I predict the industrial companies that embrace the changing search landscape, pillar pages for industrial and a lack of content in their industrial sectors, will emerge with a significant digital moat around their business.

For more info on what The Repp Group can do for your industrial marketing & lead generation…CLICK BELOW

When You Do Industrial Content Marketing…Do No Evil

I was in the car today and made the mistake of answering a local number that was not identified by caller ID. Sure enough, I had to put my nasty hat on and tell them to “get lost”.

My wife and I switched from Android to iPhone last month at the assistance of my wife…actually my wife’s friends, as well as my own kids. (Domestic tranquility is bliss.)

I noticed that several of my favorite blogs were now populated with extremely annoying pop-up ads on the iPhone versus my old Android. I will fix that!

It seems like every website you visit now has followed you around like some sleazeball stalker and then displays ads for the last watch you were looking at on Amazon, that last automobile you were researching or those magnificent golf clubs you had your eye on. Creeps me out.

Technology is great. Your car works better because of technology. Your medical care is better because of technology. Industry is more productive because of technology.  And so, it goes.

But marketing is suffering because of technology & marketing automation…and big-data is the culprit.

Now marketing professionals can slice & dice customer data and push data and annoying ads to millions of customers and a meager 1% conversion renders a healthy return on their investment.

I hear it almost daily from my marketing friends, “But…it just works”. To me it is evil.

If you know me and read this blog you know that I am a believer in using the web, big-data and marketing automation to gain a competitive advantage over your industrial competitors.


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Industrial Marketing Strategy & Insights in the Age of Google

industrial marketing strategyI recently met with two Presidents in the same week. One was a mid-size manufacturer of machine tools. The other was the owner of a third-generation industrial supplier.

Almost in lock-step they both, passionately, howled, “Tom, our trade shows, cold calls, and e-mails blasts just don’t work as they used to!”

Both went on to admit they are woefully behind when it came to using the web to brand and market their businesses. They both wanted to know if the web could improve lead generation and customer retention…i.e. industrial branding.

Both, wanted to know if there was some recent marketing data on the buying habits of their customers. Frankly, neither executive had any idea of where to begin and wanted some solid marketing data on what others are doing in their sectors in terms of web marketing.

I was aware of two recent studies that would provide guidance and intelligence for these two industrial executives as they re-tooled their respective industrial marketing strategies.

I viewed this opportunity as a teachable moment to instruct both on the value of industrial content marketing. I told both, “Tell you what, I know of two excellent studies and I will publish them on my blog right after New Year’s. I knew both were subscribers to my blog so I instructed them to keep an eye on their inboxes as they will be notified when I publish my post.

So…if you are looking for some critical intelligence concerning your industrial marketing strategy here are two recent reports: One from titled, IEEE GlobalSpec Releases Findings from Its Annual Industrial Marketing Trends SurveyThe other from titled, How Engineers Find Information 2018.

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Further Evidence of the Opportunity for Industrial Content Marketing

industrial content marketing-making the caseFirst, if you are not serious about retooling your industrial marketing strategy to create sustainable lead generation and top-line growth, you don’t need to bother reading this post or follow up on the valuable links below.

If you are serious about creating top-of-mind experiences for your industrial prospects and sustainable lead-generation, then spend 10 minutes to educate yourself from two of the most reliable resources on the web, and Search Engine Land about the need for industrial content marketing.

For those you that follow me and read my blog, you know that I have been consistent concerning the opportunities for the savvy industrial marketer. The articles below provide further evidence that my customers are on the right track when retooling their online strategy & taking advantage of opportunities in the industrial market:

Can you say, “OPPORTUNITY”?

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Your Industrial Customer Marches On & You Fall Farther Behind

industrial content marketing is falling behindI have found smart phone apps such as Google News, Feedly, Flipboard & others extremely helpful when it comes to keeping up with industrial marketing strategies & trends.  For example, I monitor my favorite blogs & authors with Feedly, Also, apps like Google News, Flipboard can be customized to my exact interests.  For me, some of the feeds/categories include “industrial marketing”, “industrial content marketing “.  When I discover an article that I want to read or reference at a later date, I save it to, one of the handiest tools on the web.

For me, this system is an invaluable time-saver.  In fact, this past weekend I caught up while waiting for my wife outside the dressing rooms at Macy’s. Told ya’ it was an invaluable time-saver


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Show Me the $: Industrial Content Marketing & Your ROI

show me the ROI of industrial content marketingMany times, I get the question, “Can you show me the ROI of improving our digital presence”?

To be frank…probably not.  Sure, larger organizations with tons of capital can afford to have great software and great talent to build a measurable online strategy that will, in the end, render a real ROI figure.

But to be honest, it is not reasonable to expect that kind of culture change and granular metrics from a mid-size industrial company.

It can be done, and I have seen it done. But it is a rare leader that can pull it off.

Given the following three market dynamics, I think a better question is, “What happens to my business if we don’t pursue a more aggressive digital presence…more specifically, industrial content marketing?”  

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Are Your Industrial Eyes Wide Open to Opportunity?

industrial marketing strategy and eyes wide openI am sorry, but I am beating the drum again.

While I was at the company I founded, Market Pipeline, I started to notice alarming trends when Google continued to make changes to their algorithm to improve the search experience. These changes would have profound effects on our customers’ industrial marketing strategies.

First, Google was improving the search experience at a daunting pace.  My industrial friends & buyers were now relying on Google as “gospel” for all things related to industrial…products, services, specifications, technical data, etc.

It was clear to me that if our Market Pipeline customers did not greet their customers with the information their buyers wanted…then, our customers were missing out on their buyers’ with specific intent, (i.e. A great lead). Our customers were also missing a great opportunity for top-of-mind awareness. (i.e. Industrial branding)

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Use the Web to Build Your Industrial Franchise

industry marketing strategy, industrial franchiseYou say, “What’s an industrial franchise?”

Allow me to continue.

Before we continue let’s define “franchise” from Merriam-Webster:

Franchise: “a special privilege granted to an individual or group

Here’s why your industrial company can build “special privilege” or a “franchise” in your industrial niche pumping up your industrial marketing strategy using the web as your branding megaphone .

First, let’s agree your industrial buyers’ behavior has changed dramatically in the last few years. For information about your products or services they will always check Google first.  After all, you checked the web for your next vacation, didn’t you?

If you are like most industrial marketers, your branded sales materials are not there to greet your buyers that have specific intent when searching for your products. They want quality information in a format and time frame of their choosing.

Just this morning I had coffee with a prospective customer and he told me about a particular project they stole from a competitor because their competitor did not have the technical expertise to complete the project to perfection. This prospect’s brand revolves around completing highly technical systems, where many of their competitors do not have the technical expertise.

So, I came back to my office and checked several of the technical keywords phrases associated with the engineered materials and project mentioned above.

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