Caterpillar Supports Equipment Owners

Client: Caterpillar
The need for short and long-term customer support was met with a wide array of evergreen content at scale targeted just right.
When Caterpillar Global Construction & Infrastructure (GCI) needed content to support equipment owners in their recent purchases, they came to us because, well, we’re great at talking to customers. A project that started with clear goals and a targeted content philosophy led to a dynamic repository of content with lasting impact.
  • Content Strategy
  • Content Production
  • Motion Media
  • Creative Activation

Challenge

Marry the client ask with customer needs
While focusing on Caterpillar business goals is essential, we knew effective marketing meant focusing on Cat customer goals as well — maybe even more so. Studying up on the GCI customer base, we narrowed down a list of customer objectives that would serve as a framework for our content plan: 1) how to keep their jobsites safe; 2) how to keep their equipment maintained; 3) how to be as productive as possible while controlling costs.

Solution

Sales-minded, not sales-focused and straight to the point

To reach those customers, we wanted intentional, shareable, relevant content. No fluff. So we launched a ‘Get to Know Your Equipment’ video series, featuring maintenance instructions, safety tips, and even how-to videos about new tech options and machine attachments.

To go the extra mile to support the video content, we created video companion articles, standalone articles, a traffic-driving email journey and a main webpage ‘hub’ linking the entire content network together. All told, we created 900+ pieces of content: over 200 articles, 218 AEM pages, almost 100 videos, 100 PDFs and 250+ in email content.

Outcome

An ongoing partnership
This case study is a perfect example of the kinds of projects our long-term customers come to us for — a project they ask us to build, execute and manage. Not your typical ‘set it and forget it’ campaign, it illustrates our ongoing commitment to our clients and their customers.
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