00:00Financial services, I think, across the board is famous for the long format written, you know, form of communication.
00:07We love a 50 plus page white paper, either hard copy or if you're really lucky, you might get it as a PDF.
00:13I think, you know, we all know that's not the optimal way to communicate insights and thought leadership now.
00:23So we are really embracing new derivative forms of content.
00:27So thinking about podcasts, thinking about videos, thinking about short form written.
00:32And I think, you know, what we found is through that approach, we're better able to tell the story that exists around that piece of insight or that thought leadership.
00:39When we're thinking about video, we're thinking about podcasts.
00:42We're really trying to move away from the single researcher who has actually done the thought leadership and bringing different voices across the firm.
00:49And I think what's been great as we've as we pull the thought leadership together, which is always a group collaborative exercise.
00:55But you identify these individuals with a really interesting perspective around a topic and we can bring them into a video, into a podcast, in an interview format and start to show the different sides of thought leadership or an insight and where there is maybe something you haven't thought about that way before.
01:11So I think that's incredibly powerful.
01:13The other thing as well that we're acutely aware of in the world right now is the need to be hyper-local.
01:20You know, there's a lot going on in the world right now.
01:22And I think being able to interpret those insights in a way that is highly localized and therefore truly actionable for a client on the ground in that market is also incredibly important.
01:32And I think, you know, that's where Citi, with its significant global footprint, the largest of any bank in the world, can really bring something very special to our clients that no one else can do.
01:41Our ability to connect dots around the world with people on the ground who can really interpret that insight, that piece of thought leadership in that very hyper-localized context.
01:51And I think, you know, through ability to tell stories there with those individuals, we're adding a huge amount of value for our clients.
01:57Yeah, it's been an exciting 14 months of Citi.
01:59We're going through a lot of change as a marketing and content organization.
02:03And I think, you know, one of the questions that I have been asked is, like, what surprises folks about marketing content?
02:08And I'm like, the big thing that surprises people is just the breadth of what we have within marketing content.
02:13And one aspect that I have within the team is our global thought leadership and insight group, which traditionally doesn't generally sit in financial services, at least within a marketing content team.
02:23But I love the foresight of Jane and the firm when they were thinking about how to organize.
02:29If you have a thought leadership and insight team that sits separately to marketing and content, sometimes that great thought leadership can just sit on a digital shelf.
02:37The power in the thought leadership is actually getting it in front of the clients and ensuring that the clients can engage with that thought leadership and turn that into something that is going to have a commercial impact for them and, in turn, a commercial impact for Citi.
02:48So I love the fact that we actually have the global thought leadership and insight team within marketing content.
02:54We relaunched it back in April this year as the Citi Institute.
02:58And we really narrowed the focus around themes that we know are relevant to our clients, themes that we know that they are looking for help around.
03:06So we're focused on finance and the global economy and we're focused on digital transformation.
03:11Now, obviously, in a firm like Citi, we could write about everything.
03:14And I think historically we have been able to do that.
03:16But I think when you're thinking about content and thought leadership and making sure that what you're putting in front of your clients is actionable and is content that actually helps them get to a new opportunity, being able to narrow what you know is relevant to them the most is going to be really, really important.
03:32So that's what we're focused on.
03:33And I think what we've been able to do with the relaunch of our approach to global insights and thought leadership and the Citi Institute is really focusing on those topics and do it in a much more strategic way.
03:45So what is it about those topics that is really resonating to clients?
03:48Where is it that we're able to tell them something that maybe they didn't know about something they already knew?
03:53Or where is it we're able to tell them something that they don't know that starts to open their eyes up to a new opportunity where there could be a commercial impact for themselves?
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