Citibank is branching out its content marketing into new publications, hoping to reach Millennial-driven audiences with educational personal finance content, and incorporating offers into its content for the first time. It has launched branded content campaigns this month with Well+Good, Business Insider and Condé Nast.
The bank, which has an eight-person content team, is working with publishers for more branded articles about wellness and personal finance. But brand awareness is only one part of Citibank’s strategy; commerce also plays a part. Alongside select articles as part of campaigns, Citibank is running digital display ads with offers for the first time. Citibank is using these ads to track the customers who end up taking the offers. For example, next to a Business Insider article entitled: “5 spending traps to watch out for this holiday season,” are ads that read “Enjoy every moment,” and promote an offer to open a savings account.