4 content marketing lessons from Caterpillar

The construction equipment company used creativity to build great things with its ‘Built for it’ campaign.

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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.

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