When you think of cutting-edge marketing companies—brands such as Coca-Cola that consistently dominate the advertising world—there’s a good chance your mind doesn’t immediately jump to Caterpillar.
Yes, Caterpillar, the 90-year-old company that makes heavy-duty construction and mining equipment—all those bulldozers, backhoes and excavators. Believe it or not, Caterpillar’s marketing department is experiencing a bit of a renaissance thanks to one of its most recent campaigns, which includes a group of YouTube videos demonstrating the quality of their products in a series called “Built For It.”
Caterpillar’s recent content marketing has been so good that it’s worth taking a minute to figure out what you can “steal” from its campaigns. With that in mind, let’s take a look at four lessons you can learn from this construction equipment manufacturer:
1. People appreciate creativity mixed with the familiar.
Chances are you’ve played Jenga—the game where you stack wood blocks in a tower, try to remove them and then stack them back on top without knocking the whole thing over—at least a couple times.