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Amplified Marketing Across Industries with IBM’s Stephen Hunton and Caterpillar’s Hailey Wheeler

Reaching your audience is a priority for every brand, and if you’re a B2B SaaS company, you probably have the tools to do that across multiple channels. You’re probably also connecting with similar companies doing the same thing. Relatively young brands who rose to success in the last two decades.

But what if you’re a big well-known company who’s been around for 10 decades? And in the past, you reached your audience through printed content, like the classic catalog delivered right to your actual mailbox? 

Or what if you’re trying to reorient your brand’s content in a smart and engaging way across all digital channels and really show how your well-established company still has so much relevant content that might get overlooked in the vast ocean of content marketing? 

The solution to both goals is… yep, you guessed it… amplified marketing — the methodology is truly industry-agnostic. It doesn’t matter if you’re connecting with system engineers or tugboat operators. If you build content around expert conversations and engaging themes, amplified marketing provides a framework that translates to any brand’s content strategy and will absolutely build audience connections and fuel conversions. 

In this episode of the Amplified Marketing Podcast, we’re going to take a fascinating dive into two brands who have been adapting to this shift to digital, upping the quality of their expert content, and establishing strong relationships with their varied audiences. Stephen Hunton, VP and Social Discipline Leader at IBM and Hailey Wheeler, Services Marketing Communications Consultant with Caterpillar Oil & Gas and Marine share their perspectives on how they leverage video and podcasting to both their existing audiences and the next generation. 

The thing they’re most passionate about is the mission of every content marketer: To build trust and community through exceptional, relevant content. 

Digging into Key Takeaways

For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.

Content Marketing Is About Human Connection 📣

Simply put, people like seeing people talking about stuff they’re interested in. That’s why webinars and podcasts have such a huge impact on a brand’s content marketing strategy, but it’s typically not the technology or the channel that draws in people. It’s the people. Talking. Like people do. The human audience is the #1 focus for Caterpillar and IBM, and as we go further into digital marketing, make way for a couple new acronyms like B2H (Business-to-Human) or even better, H2H (Human-to-Human).

How Caterpillar Is Amplifying Their Audio and Video Content 🚀

Audio and video are perfect mediums for capturing expert conversations. They often reveal insights that just aren’t as powerful in written text. Hear how Hailey’s leaning into podcasting and video content to spark her audience’s interest and using clips to promote Caterpillar content across multiple channels. 

How to Find Experts for Your Audio and Video Content 💡

Finding the best voices on a particular subject is one important key to creating high-quality content. Listen to how Stephen seeks out the thought leaders in his industry like an anthropologist, because there is no magical list of experts. Finding the special ones, the experts that aren’t just knowledgeable about a topic, but are articulate and, even more importantly, passionate about what they know, takes some work but is undeniably valuable to your audience.

The Amplified Marketing Methodology: Why We're Excited 🥳

It’s no secret just how much we believe in amplified marketing. In fact, this particular episode was recorded live during our Amplify Event where Stephen and Hailey discussed the benefits and improved efficiency of this new way to create and deliver content to your whole audience. 

Interested in More from IBM & Caterpillar?

If you want to hear more from IBM, check out IBM Cloud Podcast, IBM Developer Podcast, The Data Science Podcast, or any of their numerous shows here. For more from Caterpillar, be sure to tune in to Beyond the Iron: The Caterpillar Podcast

Want to skim through Stephen and Hailey’s episode instead of listening? Read the transcript here.

About Season 1 of AMP: The Amplified Marketing Podcast

Welcome to Season 1 of The Amplified Marketing Podcast, where we get into the challenges that content marketers face by talking with the brands who are already knocking down obstacles and raising the quality of their content with amplified marketing. In each episode, we uncover the best strategies for creating meaningful content and then getting the most traction from that content by wringing it out and amplifying it across all channels. Not only do we dive into amplified marketing components and reveal just how much of an impact this new approach to content marketing can have on your business, but we also explore all the ways amplified marketing makes life easier and more efficient for the content marketers struggling to be creative and relevant, and cut through all the noise.