Caterpillar proves even traditional B2B content marketing can tell fun, captivating stories. We spoke to Renee Richardson – one of our Content Marketer of the Year finalists – about how she and her team breathed new energy into a staid, conservative brand.
Caterpillar’s Built For It™ Trial video series launched the brand into social media stardom this year. In three quirky videos, Cat® equipment is put through outrageous trials:
- Operators play an industrial-sized game of Jenga®.
- Rugged Cat smartphones survive being dropped, drowned, and run over by a 4.6 ton Cat multi-terrain loader.
- A mini excavator navigates a $45,000 glassware display.
Richardson, Global Marketing Services Department Manager, spoke with Content Marketing Institute’s Robert Rose about how her team pushed a riskier message within an organization more comfortable with quiet humility.
No More Boring Brands: Creative Content from a Conservative Company
