The Goals:
Oatey’s goals were fourfold:
Education: Provide valuable how-to content, best practices, and troubleshooting guides.
Thought leadership: Position Oatey as the authority in plumbing applications.
SEO and traffic growth: Use blog content to improve search rankings and attract new users.
Brand awareness: Build visibility and drive product interest across customer segments.
To achieve this, Oatey needed a consistent, research-driven blog strategy that could deliver measurable impact while integrating seamlessly with its broader marketing efforts.
Since 1916, Oatey has provided reliable, high-quality products for the residential and commercial plumbing industries, with a commitment to delivering quality, building trust and improving lives.
As a leader in the plumbing and construction products industry, Oatey Co. wanted to strengthen its digital presence and establish itself as a go-to resource for trade professionals, DIYers, and homeowners.
While Oatey had a wealth of technical knowledge and trusted products, the company needed a scalable way to share expertise and educate customers.
The Tactics:
Oatey partnered with GreenHouse Digital + PR to develop engaging, helpful, and credible blog articles as part of a structured blog program. The solution combined deep industry expertise with a disciplined content process that ensured every blog was both technically accurate and optimized for search performance.
Research and strategy
The team began by analyzing competitor content, conducting keyword research, and reviewing audience demographics to identify topics most relevant to professionals and DIYers. From this research, the Oatey team built an editorial calendar with two blogs per month covering product 101s, installation tips, troubleshooting guides, and trend-based articles.
Execution process
To ensure quality and efficiency, the team implemented a seven-step workflow managed in the company’s work management software, including:
- Content brief creation with keywords, audience, and competitor benchmarks (in partnership with Oatey associates)
- GreenHouse content team conducted technical interviews with Oatey’s plumbing subject matter experts.
- Draft development by GreenHouse writers
- Custom graphics and imagery from Oatey’s design team
- SEO review and optimization by Oatey SEO team
- Publishing on Oatey.com
- Amplification via social media and internal email distribution
In collaboration with Oatey’s Technical Applications Manager, a third-generation tradesman, ensured the content was not only search-friendly but also credible and valuable to end users.
Content repurposing
Beyond the blog itself, posts were leveraged across channels, shared on social media, adapted into short-form video, and repurposed into thought leadership articles placed in trade publications, expanding the reach of each piece.
The Results:
The Oatey blog quickly became a cornerstone of the company’s digital marketing success. Key outcomes included:
#1 driver of website traffic: Blogs accounted for more than 27% of all visits to Oatey.com.
Strong engagement: Three of the five most-viewed pages on the site were blogs.
New audience growth: 86.9% of search-driven blog traffic came from first-time visitors.
SEO impact: Average keyword ranking improved from position 51.26 to 32.43, with three blog posts achieving featured snippets on Google.
Content hub: Eight of the top 10 organic search landing pages were blogs.
By combining rigorous research, expert storytelling, and disciplined execution, Oatey and GreenHouse transformed the blog into a high-performing content hub that fuels education, brand authority, and long-term SEO growth. Today, the Oatey blog not only drives traffic but also deepens relationships with customers, providing value well beyond the products themselves.
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