Content-2016

An enterprise content strategy to position Caterpillar as the industry leader in the development and delivery of intelligent, globalized, marketing content.

“Marketing content was historically treated as a deliverable or an individual project, not a process.

That’s the part that has changed due to digital disruption.

Companies that have successfully created a process to deliver valuable content driven experiences worry less about where content sits in the organization; they focus on the content itself as a recognized, valuable asset in the business” –

Robert Rose, Chief Strategy Officer – Content Marketing Institute.

Content 2016 Vision

• Achieve business goals by maximizing the impact of content.• We need to turn our content around by

transforming it from being Customer Facing to being Customer Driven.

Content Mission Statements

FOR OUR CUSTOMERSWe will provide ENGAGING, RELEVANT, ACTIONABLE content that provides VALUE to enable our customers to be successful in meeting their business objectives

FOR CATERPILLARWe will engage in conversations with our customers globally and guide them to relevant product and service information with the goal of capturing leads and thereby increasing revenue.

From To

Specific Deliverables in fixed formats. Reusable Content Assets.

Features & Benefits. Benefits & Features.

Simple facts. Value add contextual stories.

Talking about “What.” Answering the question “How?”

Customer Facing. Customer Driven.

Text heavy. > 50% Visuals

US-Centric content. Global & Regional content delivered locally.

2013 – Implement new foundational content platforms (PIM, CPC, CAL.)

2014 – Make platforms stable, supportable & scalable.

• 2015 – Take content across the enterprise. (Content Marketing Hub & Content Exchange)

• 2016 – Grow a culture of content and connect the silos.

CONTENT 2016

Caterpillar: Confidential Yellow