Content-2016 An enterprise content strategy to position Caterpillar as the industry leader in the development and delivery of intelligent, globalized,

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eBiz Blitz Workshop 2014

Content-2016An enterprise content strategy to position Caterpillar as the industry leader in the development and delivery of intelligent, globalized, marketing content.First rolled out this concept out in August 20131Marketing content was historically treated as a deliverable or an individual project, not a process.

Thats 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 VisionAchieve 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 StatementsFOR OUR CUSTOMERSWe will provide ENGAGING, RELEVANT, ACTIONABLE content that provides VALUE to enable our customers to be successful in meeting their business objectivesFOR 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 ToSpecific 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% VisualsUS-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 20167

Caterpillar: Confidential Yellow

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