SEO Strategies for Manufacturers: Hub and Spoke Content Strategy

Are you a manufacturer struggling to get found online? In this episode of Stop Being the Best Kept Secret, we break down one of the most powerful digital growth tactics for manufacturers: the Hub and Spoke Content Strategy.

We share how this proven SEO approach, the hub and spoke content strategy,  can help you attract “soulmate” customers, build trust faster, and position your company as the go-to expert in your niche.

If you are ready to stop chasing low-value leads and start creating a digital presence that works for you 24/7, this is a must-watch episode.

Key Highlights of Hub and Spoke Content Strategy

• SEO Strategies for Manufacturers Introduction 0:00
• Explanation of Hub and Spoke Content Strategy 2:00
• Introduction of the Digital Game Plan Software 3:05
• Examples of Hub and Spoke Content for Manufacturers 5:40
• Application of Hub and Spoke Strategy in Different Industries 8:30
• Final Thoughts and Closing Remarks 11:21

Wrapping It Up

Lastly, thank you for taking the time to read this post.

If you found this information valuable, check out some of our other blogs. 

You might want to read these blog posts:

Creating a Robust Referral Network with Your Soulmate 100

SEO Strategies for Manufacturers: Out-teach the Competition

How Manufacturers Can Use Subject Matter Interviews to Dominate SEO

To learn more about SEO for Manufacturers, check out SEO for Manufacturers: Foundations, Strategy & Implementation. 

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Transcription 

Damon Pistulka  00:00

Per long bike ride for Hey, over life. All right, everyone, it is Friday, and you know what that means? It’s time for stop being the best kept secret. I am one of your co hosts, Damon Pistulka, that pretty gentleman right over there. Curt Anderson, finished working out this morning, doing all those good things and ready to go, taking us away today, because we’re going to be talking about SEO strategies for manufacturers and going into what the Hub and Spoke content strategy really means. Curt, take it away. My friend

Curt Anderson  00:32

Damon, what on earth? What? What in the Hub and Spoke is a hub and

Damon Pistulka  00:36

spoke, right? Yeah, what in the Hub and Spoke is a hub and spoke,

Curt Anderson  00:40

what in the hub and spoke. All right, so hey, man, let’s, uh, well, hub, like, is that shirt for her husband? Hubby? Does your wife, does Lynn ever call you hubby? Or no,

Damon Pistulka  00:50

uh, she calls me a lot of things, a lot of other. It’s been a lot of years, so it’s been a lot of things. Yeah,

Curt Anderson  00:54

you guys, well, this is a family show, so we won’t go there. So yeah, we won’t go there. Well, all right, let’s dive in. So hey, welcome Happy Friday to everybody. You’re catching us. If now, if it’s not Friday, when you’re catching us, happy whatever day it is, right? Yeah, welcome to the show. Stop being the best kept secret today. What we’re talking about is SEO strategies in particular for manufacturers. We want to dive into that Hub and Spoke strategy. Damon, do you want to kind of give us a nutshell, or, like, kind of an overview, what is America? I just got my so I got a bike. I have a nice bike. It’s like, 15 years old, little, you know, and I just took it to the shop, and I got, you know, new tires, new pedals, new like, all sorts of new stuff, right? So it kind of ties in with our hub. And spoke, what is a hub? And spoke, when we’re talking about content, not my bike. What are we talking Yeah,

Damon Pistulka  01:43

well, I was just thinking about bikes. I mean, you got, like, the, the the y’all got a little banana speed and banana eating the five shift, five speed shifter, and,

Curt Anderson  01:52

yeah, yeah. I got, like, a little, I got a little bell, Ding, ding, ding, you know, I go, you know, I’m the old guy going by with a belt. So, yeah.

Damon Pistulka  02:00

But anyway, you know the hub and the Hub and Spoke content strategy is, is, is as simple as this is that you know a hub is a main content pillar that you really want to talk about, and that your, your soulmate customers will care, care about, and then your your spokes are all the things around that that you can talk about, that really help to teach people and educate them on that main topic, for lack of a better term.

Curt Anderson  02:30

Yep, exactly. So okay, so let’s dive into, let’s talk about a couple of examples. So manufacturers, they could be like CNC shop, they could be metal fabricator, wire harness assembly, like all sorts of wonderful, amazing things that these folks manufacture and produce, right? So let’s talk about what would be an example of, like diving in. Because we don’t want to get too broad, right? We want to keep it in fact, Monday, we’re going to be talking about niching. So like niching down with your keyword strategy, right? Yep. So, um, let’s think about, like, taking a main topic. Okay, so we’re actually, we’re going to use an example of, like, yeah, you know, you know what? Let’s, let’s just pull one up. Let’s give, let’s go into show and tell. How’s that awesome? All right, well, hey, have you, Damon, have you heard that we’ve got new software? Did you know about this? Do

Damon Pistulka  03:18

you know we’re, I’ve, I’ve, I’ve seen this thing called the digital game plan a few times. Alright.

Curt Anderson  03:23

So hey guys, and welcome again. Drop us a note. Let us know you’re out there. Big hello to you. Thank you for joining us. And we are talking about, we have this wonderful new software tool that we, Damon, I have created, and it’s called the digital game plan. And what it is, it’s a step by step, it’s a wonderful tool, resource to help you, kind of get your digital game plan, get your digital footprint started, and as a step by step process. What we’re talking about here today, we’re down on the tab for the hub and spoke. Now what we’ve done prior is we’ve really dove into like, Hey, what are your core strengths and opportunities within your company, your opportunities, what solutions you provide, right? We’ve dove into like, that ideal buyer persona, yeah. We dove into like, what are the Ricks? We call those the ridiculously important keywords. Yeah, about the other Ricks, Damon, the questions that they’re asking. Why that’s the important question? Let’s hit that real quick, and then we’re going to dive into some of the examples here on the hub and spoke like, why is it so important to understand? Important understanding those Ricks, those are IQs, those ridiculously important questions

Damon Pistulka  04:28

that is, is awesome, because I’m glad you asked it Curt, because those questions are the things that, if you start creating content around those questions, not only will they help you with your hub. And spoke like, you can see some questions on the page here, but in search now, AI, the AI search that Google has incorporated, wants to answer questions, wants to answer people’s questions. Not just send them to the most helpful website, but they want to specifically answer questions. So if you are answering the most important. And questions of your your soulmate customer, your ICP, you are more likely to get featured in those AI responses,

Curt Anderson  05:09

exactly right. So focusing on like those ridiculously important keywords that tie into the ridiculously important questions that your soulmate customer is asking, then what we’re doing is we’re going into the hub and spoke. Now what the hub and spoke is, let’s take the hub as, like, the main core keyword that you’re targeting that you would love to come up for, and then trying to really encompass, like, what’s every question that somebody would ask around that particular hub, thus creating spokes around that. Yeah, right. So let’s dive into some different examples here. So let’s just take, for example, a manufacturer. This is a customer that we’ve worked with over the years. So say they are a custom wire harness assembly, manufacturer, service provider, and let’s What are questions that somebody would ask around that main topic. Okay? So, hey, you know, somebody might say, what is a custom wire harness? How to spec out a wire harness for industrial equipment? How about UL certification? This is a big one. Damon, I know, like you’ve done a lot of, you know, with all the electronics that you work with over years, like the yeah conveyor belt, you know, yeah, right, like

Damon Pistulka  06:17

UL certified, it was a big deal. It’s a huge

Curt Anderson  06:21

deal. So, you know, again, if you’re providing wire harness assemblies, you know, you know, answering that question or providing additional information around UL certification. Damon, what do we always talk about? How do we out teach, right? Is that how that goes? Yes, we want to out teach our competition. Out teach the competition. So, you know, going further down, if you get into, I’ll tell you wire harness manufacturing, assembly is really a fascinating field. You know, there’s wire harnesses compared to cable assembly. What are the key differences? What’s the okay, you know, as as of today, you know, tariffs have been an extremely hot topic this year, right? Mm, hmm. So what are the benefits of Made in USA wire harnesses compared to importing or outsourcing to other countries? And, you know, again, like, here’s another, here’s our client, right here, you know, how does this particular company, Falcon electronics, how they have fast turnaround for their wire harness projects? Yeah, big thing that they do, Damon, is they, you’re very familiar with this. They have a configurator, quote builder. We like to call it, and this helps them, really, they, as a matter of fact, they just launched a new one two months ago. So it’s for jumper wires. And that completely ties in to this, that question right there, and then off offering case studies. Okay, so anyway, Damon, anything that you want to add your thoughts, your comments, as far as like that example, there for wire harness assembly, as far as like Hub and Spoke goes.

Damon Pistulka  07:45

I this is just so effective. I’ve given you topics that are relevant, that that you should be talking about in your content. Could doesn’t matter if it’s a post, if it’s asking a customer a question and you’re on the phone with them or or a blog post. I mean, these are the kind of things that people need to understand,

Curt Anderson  08:06

right? These are the questions that people are asking. These are people that are going to either chatGPT, they’re going to AI, they’re using Google, whatever it might be. So again, just being that fierce, unapologetic educator, how do we out teach a competition and taking this approach, this hub and spoke and again, think of like your main topic, your main core keyword, right, that phrase that you’re looking for. And then just think about like, as as we’re is it, if we’re tired with spokes, what’s every question or everything that you think your ideal customer needs to know? And just you know, think about the questions that you get asked over and over and over. You’re like, gosh, I just wish I could hit the play button. For those of us that remember play buttons, you know, could you just hit the play button, just spit out that answer and just knock

Damon Pistulka  08:49

that down? Right? Yeah, if nothing else, on these things on your website, you can put them in as FAQs, right? Just stick some FAQs on your page. It all helps. You know, ultimately, these Hub and Spoke is really good for generating blog content or other things that that really can go with a little longer. But, you know, start where you start where you are.

Curt Anderson  09:10

Hey, we got our dear friend. Trish, very cool. Hey, Trish, how are you? Man, happy to you. Hope you’re having a wonderful, magnificent week this week. Trish, thank you for dropping the note so, Damon, let’s take a look. Let’s scroll down a little bit further. So these guys also produce ground straps, you know. So if you’re producing a ground strap, you know, like some other, you know, we talk about UL and Rojas, if you’re in an electrical Rojas is a great, you know, as a letter lead free, right? Grounding best practices, you know. Anyway. So these are just, uh, you know, right here, ground strapped insulation tips and common mistakes. So again, let’s take out this example and just fill it in, like with your product, your solution, like Trish does an amazing job with translation. She can take the exact same thing, and I’ll tell you, you know, Trish is wonderful. Trish, we need to get you back. On the show here, and she needs, right? Damon, she, I bet you AI. AI is completely changing her, her world, right?

Damon Pistulka  10:07

What you think? Yep, making it, making it much different,

Curt Anderson  10:10

making it much different. So again, like with with we’ll wind down on this, like with Trish example, she provides a powerful solution for manufacturers that are global, that need to have different, uh, languages. And I’ll tell you why her service is so important and so critical is, you know, yeah, you could have, like, Google Translate or something, but, man, when you’re talking like technical you’re converting, like, you know, different measurements and different languages and all you know, and it’s got to be technically perfect. Like, that’s where you need Trish to step in. That’s

Damon Pistulka  10:39

a little different, little different task, little

Curt Anderson  10:42

different task. And so again, like, she could do the same type thing. You know, translation services for manufacturers would be the core hub. What would all the spokes be? Hey, what different languages do you recommend? Hey, you know, what? How do you how do you translate different measurement, measuring tools, or what have you you know? So, I mean, she could go right down the line, you know, if you’re doing e commerce, what are the best translation tactics? What do you use for translation when via email? So, I mean, there’s all sorts of things that you know she could be using. Again, take that main topic. Come up with your spokes. Just pretend. Hey, Damon, pretend that’s a tire right there, right yeah, here’s the spokes. Here’s the hub. You get it. So Okay, and again, we’ve got this wonderful new AI driven software tool that Damon and I have, you know, not bad for two young guys, right? Damon, Yep, yeah. So okay, we’re going to start winding down here. So, Damon, parting thoughts, words of wisdom that you want to share as we’re talking about the hub and spoke for folks.

Damon Pistulka  11:36

Well, I think you know if you’re going to, if you’re going to do any sort of marketing. You really need to have a strategy around it, because just going out and going, Hey, let’s write it. Let’s do an article on this or this. Do a post on this on social media, you really aren’t doing yourself much good if you don’t understand, you know, what are we doing? Why are we doing it and then having an organized approach to it? Because you’re just, you’re you’re not really driving everything towards a common

Curt Anderson  12:03

goal. Exactly. So, all right, guys, hey, welcome to our program as we’re winding down. If you just, if you just came in, you know, strongly encourage you, welcome, you, invite you, go back and hit the little replay. Do they still say rewind? Or is that we showing our age when we say rewind? I think here we are. I think I’m showing my age like, nobody, nobody, nobody, nobody knows what that means. So go back and just grab, drag that little thing back to the beginning. You could catch this over again. And Damon, how about, how about closing this out, dude? All

Damon Pistulka  12:32

right. All right. Well, thanks everyone, Chris, thanks so much for dropping a comment in today. And thank you all listeners that we can see you’re here. We can see you’re listening. We appreciate you if you got into this late. Go back to the beginning, as Curt said, and start over. And we’re going to go through a few of the hub and spoke content strategy tips from our digital game plan that you can implement yourself. Thank you for being here. We will be back again next week. Have a great rest of your week.

Curt Anderson  13:03

Hey, Timothy. Is here?

Damon Pistulka  13:05

Timothy, there you go. Hey guys, thanks, Timothy. Hope you’re

Curt Anderson  13:10

having an awesome, awesome summer, dude. Yeah, great to have Timothy here. So yeah, guys, again. SEO strategies for manufacturers. Go out and keep crushing it. If you have any questions, reach out to this handsome guy. Damon, reach out to myself. We’d love to love to help you and have a great weekend, and we’ll catch you on Monday.

13:26

Bye, folks, you.