How to Build a Content Strategy When You Sell Everything from Gloves to Generators
If you’re a distributor—especially one with a vast product catalog like Grainger, MSC, or Fastenal—you’ve probably asked yourself:
“How do we even start a content strategy when we don’t control the product, the specs, or the branding?”
It’s a fair question. When your core business is reselling, not manufacturing, it can feel like you’re locked out of the conversation. After all, you’re not designing the generator. You’re not making the N95 mask. You’re not certifying the ladder for OSHA compliance.
So what’s left to say?
Actually—everything.
Because The Right Horse way isn’t about promoting what you make. It’s about answering the real questions buyers have and addressing their real challenges they encounter while trying to do their jobs. And that means distributors aren’t at a disadvantage at all.
In fact, you’re on the front lines.
You’re the one fielding urgent calls.
You’re the one solving supply chain snags.
You’re the one buyers turn to when the product specs don’t tell the whole story.
Let’s look at how you turn that into a strategic content advantage.
Help People Buy with Confidence (That’s the Job)
You’re not just moving product. You’re helping procurement teams, maintenance managers, and jobsite buyers make fast, confident, low-risk decisions in environments that are short on time and long on pressure.
They don’t want fluff. They want clarity.
What size filter fits their system?
Which gloves will actually protect against that chemical?
What’s the lead time on that eye wash station—and will it pass inspection?
Most of your competitors are answering these questions by phone, one at a time.
You could be answering them at scale.
You don’t need a content calendar full of product promos.
You need articles, videos, explainers, and buying guides that say:
“We understand your job. Here's what you need to know.”
That’s what builds trust.
That’s what earns repeat orders.
That’s what shortens the sales cycle before sales even gets involved.
What to Talk About When You Sell 10,000 Things
Let’s say your catalog covers fasteners, PPE, janitorial supplies, electrical components, and welding tools. You’re not going to write blog posts about the chemical properties of every nitrile glove you sell.
But that’s not the point.
You’re creating content about the friction in the buying process—not about the product line.
Your customer isn’t Googling, “What is nitrile?”
They’re Googling:
- “Nitrile vs latex gloves for oil and gas”
- “How to choose PPE for working with solvents”
- “Best gloves for HVAC maintenance teams”
And they’re looking for:
- Clear answers
- Buying confidence
- Proof that you understand their world
You don’t need to create content for every SKU.
You need to create content for the moments of indecision that happen between “I need something” and “I’m ready to add it to my cart.”
Put Your Sales and Support Teams on the Front Lines of Strategy
Your inside sales reps and customer service folks already know what customers are confused about. They hear it every day.
And that’s your content strategy. Right there in the inbox.
Which gloves pass ANSI cut-level 5?
Do these respirators come with filters, or do I order them separately?
Will this generator ship on a pallet or in a box?
Every one of those questions is a friction point.
Every one is a chance to earn trust.
Every one is a piece of content waiting to happen.
Record a 60-second video.
Write a short article.
Build a simple comparison chart.
Drop it into your help center, your emails, and your sales calls.
Your buyer doesn’t care that you didn’t manufacture it.
They care that you helped them get it right.
Shift from Transactional to Trusted
Many distributors fall into the trap of being seen as vendors:
“Place the order. Move the box. Hope for a reorder.”
But the moment you start educating buyers in their language—not the product’s—you shift from vendor to advisor.
It’s the difference between saying:
“Here are the gloves we stock.”
And saying:
“Here’s how jobsite supervisors choose gloves based on cut risk, dexterity, and compliance.”
One makes you replaceable.
The other makes you essential.
And when everything else in the market looks the same, being the one who helps them buy with confidence is what builds loyalty.
Manufacturers Aren’t Doing This—So You Can
The truth is, most manufacturers still don’t invest in buyer-focused content. Their websites are built for engineers and distributors—not end users. They publish spec sheets and safety PDFs, not answers.
That’s your edge.
If your product pages, resource hubs, and email follow-ups are more helpful than the OEM’s site, you win the click—and the quote.
Distributors who step up to become the clearest voice in the category don’t just increase web traffic.
They become the first call.
And in this business, that’s the whole game.
Final Word
They Ask, You Answer isn’t about bragging about your business.
It’s about earning your buyer’s trust before you earn their money.
And that applies whether you make the product… or simply deliver it better than anyone else.
When you show up with clarity, transparency, and help—at scale—you don’t need to manufacture anything.
You just need to know what they’re asking.
And be the one who answers.
👉 Want help turning buyer questions into a search-optimized, sales-supporting content engine?
View Packages & Pricing – We’ll help your team build the system that earns trust at every step of the buying process.
