---
title: 2 Marketing Tactics to Knock Off Your Industrial Competitors
description: That 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 … Continue reading “2 Marketing Tactics to Knock Off Your Industrial Competitors”
image: https://www.thereppgroup.com/hubfs/Imported_Blog_Media/digital-moat-for-industrial-marketing-strategy.jpg
---
[](https://www.thereppgroup.com)
Open main menu Close main menu
- [Tom Repp](https://www.thereppgroup.com/tomrepp)
- [What We Do](https://www.thereppgroup.com/consulting)
- [Resources](https://www.thereppgroup.com/publications) Open the submenu
- [Content REPPliKator](https://www.thereppgroup.com/repplikator)
- [REPPliKator Q&A](https://www.thereppgroup.com/repplikator-qa)
- [Partners](https://www.thereppgroup.com/partners)
- Industrial Marketers Ask Open the submenu
- [What Are The Seven Infrastructure Pillers](https://www.thereppgroup.com/what-are-the-seven-infrastructure-pillars)
- [What Is the Digital Moat?](https://www.thereppgroup.com/what-is-the-digital-moat-framework)
- [What Are Large Language Models (LLMs)?](https://www.thereppgroup.com/what-are-large-language-models-llms-what-every-industrial-ceo-must-understand-now)
- [What is Answer Engine Optimization (AEO)?: How AI Answers Are Quietly Rewriting Industrial Buying](https://www.thereppgroup.com/what-is-answer-engine-optimization-aeo-how-ai-answers-are-quietly-rewriting-industrial-buying)
- [What is Generative Engine Optimization (GEO): Why Industrial Leaders Need to Know](https://www.thereppgroup.com/what-is-generative-engine-optimization-geo-why-industrial-leaders-need-to-know)
- [Why B2B Industrials Aren’t Using the Web as a Channel to Market](https://www.thereppgroup.com/why-b2b-industrials-arent-using-the-web-as-a-channel-to-market)
- [What Percentage Should Mid-size B2B Industrials Spend on Digital?](https://www.thereppgroup.com/what-percentage-should-mid-size-b2b-industrial-spend-on-digital)
- [In the Digital Age, Does a Mid-Size Industrial Need to Rethink Their Brand Message?](https://www.thereppgroup.com/does-a-mid-size-b2b-industrial-need-a-great-brand-story)
- [How Will the AI Revolution Effect B2B Industrial Marketing?](https://www.thereppgroup.com/how-will-the-ai-revolution-effect-b2b-industrial-marketing)
- [How Long for Online Success for B2B Industrials?](https://www.thereppgroup.com/how-long-for-online-success-for-b2b-industrials)
- [Should Mid-Size B2B Industrials Deploy Marketing Automation?](https://www.thereppgroup.com/should-mid-size-b2b-industrials-deploy-marketing-automation)
- [Do B2B Industrials Need a Marketing Coach or Consultant?](https://www.thereppgroup.com/do-b2b-industrials-need-a-marketing-coach-or-consultant)
- [Do B2B Industrials Need a Digital Marketing Agency](https://www.thereppgroup.com/do-b2b-industrials-need-a-digital-agency)
- [As an Industrial Marketer How Often Should I Update Website](https://www.thereppgroup.com/how_often_do_i_need_to_upate_my_industrial_website)
- [Do Mid-Size B2B Industrials Need to Embrace AI for Digital Marketing?](https://www.thereppgroup.com/do-mid-size-b2b-industrials-need-to-embrace-ai-for-digital-marketing)
- [Contact Me](https://www.thereppgroup.com/contact-me)
## Hiring an outside marketing guide...is well worth it.
# 2 Marketing Tactics to Knock Off Your Industrial Competitors
[Tom Repp](https://www.thereppgroup.com/author/tom-repp)
Feb 9 2018 [industrial marketing strategy,](https://www.thereppgroup.com/tag/industrial-marketing-strategy) [industrial content marketing,](https://www.thereppgroup.com/tag/industrial-content-marketing) [pillar pages for industrial](https://www.thereppgroup.com/tag/pillar-pages-for-industrial)
That 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.
**PILLAR PAGES FOR INDUSTRIAL**
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](http://www.marketpipeline.com) 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.
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](https://searchenginewatch.com/2018/01/02/artificial-intelligence-and-machine-learning-what-are-the-opportunities-for-search-marketers/) 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*](https://blog.hubspot.com/marketing/pillar-page-examples):
**LACK OF CONTENT SATURATION**
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](https://www.thereppgroup.com/industrial-marketing-strategy/use-content-saturation-to-own-your-industrial-niche/).
> [Use Content Saturation to Own Your Industrial Niche](https://www.thereppgroup.com/industrial-marketing-strategy/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 [www.mardustrial.com](http://www.mardustrial.com) 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**
#### Author:Tom Repp
A passionate marketer attempting to change the way industrial marketers leverage the web as a growth-oriented, lead generation machine. [View all posts by Tom Repp](https://www.thereppgroup.com/author/tom-repp)
### Leave a Reply
Your email address will not be published. Required fields are marked \*
###### [PREVIOUS When You Do Industrial Content Marketing…Do No Evil](https://www.thereppgroup.com/industrial-marketing-strategy/industrial-content-marketingdo-no-evil)
###### [NEXT Achieve 100% ROI for Industrial Content Marketing](https://www.thereppgroup.com/industrial-marketing-strategy/industrial-content-marketing/achieve-100-roi-for-industrial-content-marketing)
#### WATCH THIS and find out how to beat your rivals to the best industrial leads
[](https://www.thereppgroup.com/repplikator)
[](https://academy.hubspot.com/certification)
[](##)
### RECENT POSTS
### FOLLOW US!
[Follow us on LinkedIn](https://www.linkedin.com/in/tomrepp) [Follow us on Facebook](https://twitter.com/twrepp)
### TAGS
- [industrial marketing strategy (158)](https://www.thereppgroup.com/tag/industrial-marketing-strategy)
- [industrial content marketing (70)](https://www.thereppgroup.com/tag/industrial-content-marketing)
- [B2B industrial marketing (52)](https://www.thereppgroup.com/tag/b2b-industrial-marketing)
- [B2B content marketing (39)](https://www.thereppgroup.com/tag/b2b-content-marketing)
- [AEO (Answer Engine Optimization) for B2B (29)](https://www.thereppgroup.com/tag/aeo-answer-engine-optimization-for-b2b)
- [inbound marketing for industrial (27)](https://www.thereppgroup.com/tag/inbound-marketing-for-industrial)
- [Industrial branding (20)](https://www.thereppgroup.com/tag/industrial-branding)
- [marketing automation for industrial (17)](https://www.thereppgroup.com/tag/marketing-automation-for-industrial)
- [Industrial Marketing (16)](https://www.thereppgroup.com/tag/industrial-marketing)
- [industrial blogging (16)](https://www.thereppgroup.com/tag/industrial-blogging)
- [SEO strategy for B2B industrial (15)](https://www.thereppgroup.com/tag/seo-strategy-for-b2b-industrial)
- [brand strategy for B2B (15)](https://www.thereppgroup.com/tag/brand-strategy-for-b2b)
- [Content Marketing for Industrial Marketers (14)](https://www.thereppgroup.com/tag/content-marketing-for-industrial-marketers)
- [industrial brand strategy (14)](https://www.thereppgroup.com/tag/industrial-brand-strategy)
- [content saturation for industrial (13)](https://www.thereppgroup.com/tag/content-saturation-for-industrial)
- [integrating AI into industrial marketing (13)](https://www.thereppgroup.com/tag/integrating-ai-into-industrial-marketing)
- [Generative Engine Optimization (11)](https://www.thereppgroup.com/tag/generative-engine-optimization)
- [B2B Lead Generation (10)](https://www.thereppgroup.com/tag/b2b-lead-generation)
- [GEO for industrial marketing (10)](https://www.thereppgroup.com/tag/geo-for-industrial-marketing)
- [Search engines vs AI bots (10)](https://www.thereppgroup.com/tag/search-engines-vs-ai-bots)
- [AI marketing for B2B industrials (9)](https://www.thereppgroup.com/tag/ai-marketing-for-b2b-industrials)
- [Digital Moat Framework (9)](https://www.thereppgroup.com/tag/digital-moat-framework)
- [LLM and B2B industrial marketing (9)](https://www.thereppgroup.com/tag/llm-and-b2b-industrial-marketing)
- [digital marketing strategy for B2B (9)](https://www.thereppgroup.com/tag/digital-marketing-strategy-for-b2b)
- [brand visibility (8)](https://www.thereppgroup.com/tag/brand-visibility)
- [SEO strategy for B2B (7)](https://www.thereppgroup.com/tag/seo-strategy-for-b2b)
- [industrial digital marketing (7)](https://www.thereppgroup.com/tag/industrial-digital-marketing)
- [industrial lead generation (7)](https://www.thereppgroup.com/tag/industrial-lead-generation)
- [hubspot for industrial (6)](https://www.thereppgroup.com/tag/hubspot-for-industrial)
- [industrial marketing strategies (5)](https://www.thereppgroup.com/tag/industrial-marketing-strategies)
- [B2B lead geneation (4)](https://www.thereppgroup.com/tag/b2b-lead-geneation)
- [David Meerman Scott (4)](https://www.thereppgroup.com/tag/david-meerman-scott)
- [The Repp Group B2B Content REPPliKator (4)](https://www.thereppgroup.com/tag/the-repp-group-b2b-content-repplikator)
- [content marketing for industrials (4)](https://www.thereppgroup.com/tag/content-marketing-for-industrials)
- [marcus sheridan (4)](https://www.thereppgroup.com/tag/marcus-sheridan)
- [AI Commerce is here for B2Bs (3)](https://www.thereppgroup.com/tag/ai-commerce-is-here-for-b2bs)
- [ChatGPT Agent for Industrial Marketing (3)](https://www.thereppgroup.com/tag/chatgpt-agent-for-industrial-marketing)
- [Inbound Marketing (3)](https://www.thereppgroup.com/tag/inbound-marketing)
- [Industrial Internet Marketing (3)](https://www.thereppgroup.com/tag/industrial-internet-marketing)
- [SEMrush (3)](https://www.thereppgroup.com/tag/semrush)
- [answer engine optimization (3)](https://www.thereppgroup.com/tag/answer-engine-optimization)
- [content marketing strategy (3)](https://www.thereppgroup.com/tag/content-marketing-strategy)
- [digital marketing for B2B (3)](https://www.thereppgroup.com/tag/digital-marketing-for-b2b)
- [featured snippet (3)](https://www.thereppgroup.com/tag/featured-snippet)
- [industry marketing strategy (3)](https://www.thereppgroup.com/tag/industry-marketing-strategy)
- [pillar pages for industrial (3)](https://www.thereppgroup.com/tag/pillar-pages-for-industrial)
- [Custom GPT for B2B marketers (2)](https://www.thereppgroup.com/tag/custom-gpt-for-b2b-marketers)
- [Mark Schaefer-Marketing Author (2)](https://www.thereppgroup.com/tag/mark-schaefer-marketing-author)
- [content marketing for industrial (2)](https://www.thereppgroup.com/tag/content-marketing-for-industrial)
- [content saturation (2)](https://www.thereppgroup.com/tag/content-saturation)
The Repp Group, 7250 Eagle Terrace, Mattawan, MI 49071. Phone: [269-375-0349](tel:269-375-0349)
[Follow us on LinkedIn](https://www.linkedin.com/in/tomrepp) [Follow us on Facebook](https://twitter.com/twrepp)
```json
{
"@context" : "https://schema.org",
"@type" : "BlogPosting",
"author" : {
"@type" : "Person",
"name" : "Tom Repp",
"url" : "https://www.thereppgroup.com/author/tom-repp"
},
"dateModified" : "2021-08-02T11:53:42.414Z",
"datePublished" : "2018-02-09T16:52:49.000Z",
"headline" : "2 Marketing Tactics to Knock Off Your Industrial Competitors",
"image" : [ "https://www.thereppgroup.com/hubfs/Imported_Blog_Media/digital-moat-for-industrial-marketing-strategy.jpg" ],
"mainEntityOfPage" : {
"@id" : "https://www.thereppgroup.com/industrial-marketing-strategy/2-marketing-tactics-knock-off-industrial-competitors",
"@type" : "WebPage"
},
"publisher" : {
"@type" : "Organization",
"logo" : {
"@type" : "ImageObject",
"url" : "https://www.thereppgroup.com/hubfs/The-Repp-Group-Logo-2025-r2-3.png"
},
"name" : "The Repp Group"
}
}
```