How do you make your brand part of your customers’ daily lives? At ThinkContent New York 2018, Jenn Eldin, SVP, Head of Global Content, Citi, gave a sneak peek of the new “Life and Money” hub – a major new content initiative that Citi is launching to deepen engagement with its audience. Hear about Eldin’s journey in navigating the internal sell, the evolution of content at Citi, and where it’s going in the coming years.

1. June 6, 2018

2. Content today at Citi
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Citi Private Pass, Behind the Scenes Citi Benefits Hub Citi Credit Knowledge Center

3. Past Citi content examples
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4. • Connect to a broader vision
• Identify campaigns with a
brand focus and introduce
content
4 Keys to rallying a large organization around content: Draw on art and science to build a business case
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EMPHASIZE
BRAND IMPACT
of readers felt more
positive about Citi
after reading an article
of readers became
customers after
consuming content
X%
Surveys
Y%
New
Customers
Emotional / Inspirational Arguments
Ranked Pg. 1 for #
high priority terms#
SEO Impact
CTR increase in
emails with contentZ%
Email
Facts / Data Based Arguments
SPARK INSPIRATION
FROM OUTSIDE
MAKE A CASE
FOR EFFICIENCY
USE CASE STUDIES
AND RESULTS
• Cost savings via tools and
technology
• SEO/ Media spend benefits
by combining forces or
investing in content
• Potential for global
repurposing of content
• Case studies
• Competitive examples
• Publisher inspiration

5. Earlier this year we set out…to create a
campaign that injects emotion into the
financial services category. The goal
there was to inspire our consumers
to feel optimistic about what’s next,
wherever they are in their financial
journey, for big or small moments.
That was how we started thinking about
what Citi’s role should be to consumers,
and we’ve determined that it’s really
helping them welcome what’s next.
~ Jennifer Breithaupt, CMO
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“
“
Connecting content with a broader vision for the brand

6. Spark inspiration with outside content
6

7. Content Goal
7
Deliver a customer-driven content
experience that energizes and
sparks action during the big and
small moments that matter most

8. Objectives to deliver on
8
Better integration
supports brand
consistency
BRAND SCALE CUSTOMER-FIRST EXCELLENCE AND INNOVATION
Tools and technology
that allow for scale
and global use
Create content that is
useful in moments
that matter
Continued test and
learn approach with
focus on innovation

9. Content strategy was created by combining the Citi brand with what our customers want from us
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PARTNERSHIPS
& ASSETS
EDITORIAL
INSPIRATION
ANALYTICS/ CUSTOMER
RESEARCH
BRAND VOICE
CITI® PRIVATE
PASS®

10. Content offers a distinct Citi editorial POV
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Pillars Culture Travel Milestones MoneyWell-being
BEING PRESENT
Inspire readers to be more present in an always-on
digital and mobile world.
Visually dynamic storytelling through data on
evolution of Citibike
EMERGING
Reinforce Citi as a go-to cultural curator
for what’s surfacing within customer passion points.
MONEY EMPOWERMENT MADE PERSONAL
Bringing the crossover between Life
and Money together
EXAMPLE:
Diary of a Digital
Detox: 48 Hours
Spent Unplugged
EXAMPLE:
Dating and Debt:
The Financial Side
of New Relationships
EXAMPLE:
Large Party? No
Problem. Group Dining
in the Big Apple
EXAMPLE:
Celebrating Citi Bike’s
5-Year Climb to the Top
CITIBIKE

11. 11

12. Home Page Design
12

13. Article Page Design
13

14. Content will be repurposed outside the US, with a goal of >1/4 of content for reuse
14

15. How are we envisioning keeping innovation at the forefront after launch?
INTERNAL
EXTERNAL
INNOVATION
SCALE
Share
Globally
New
Distribution
Channels
Support more
Citi teams
Talent &
Influencers
Test Content
Formats
Measurement
& Optimization
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Native
Partnerships
Tools &
Technology
Integrate into
Citi owned
channels
SEO
Innovation