Here’s more evidence that B2B companies are getting smarter about the way their content is used to drive business. Kudos to Caterpillar for seeing an opportunity to repurpose their digital assets and relaunch online.

There’s more to the story however. Behind the scenes, there’s a lot of research and market intelligence required to find the right channel or community. Sure you can produce your own niche-oriented videos (narrowcasting of sorts), but being part of the right community of eyeballs is far more important. Once you’ve found the community, how do you become a trusted advisor? That’s where your agency earns their paycheck.

Caterpillar already had a great deal of video assets: training videos and the promotional videos dealers would use to sell the company’s products. Much of the content on the video site will be repurposed, said Carr Davis, Cygnus Business Media’s co-CEO. “I don’t think it’s appropriate to just produce video for the internet as a first run, but [it works] if you have content and repurpose it.”