RUBI is the world's leading manufacturer of premium tile installation tools. In 2015, RUBI adopted a more aggressive strategy to reach its final users. Since RUBI does not sell its products directly to consumers, it had to rely on a multi-channel marketing strategy to raise brand awareness among construction professionals in United States. To demonstrate expertise and authoritativeness, RUBI invested in a blog to cover advanced topics in the construction business.
The goal was to conduct a content strategy to position tiling-world.com on the first page of Google for keywords with high search volume in the construction vertical.