Citibank Illustrates What Flawed Content Marketing Looks Like

I loved the concept behind this Citibank campaign, which set out to illustrate the illogical taboos most of us have around talking about money.

Unfortunately, the entirely outsourced content, produced by freelance journalists, offered no connection to actual experts from Citibank. This is what great strategy and flawed execution in content marketing looks like, where a campaign beautifully spotlights a problem and then forgets to offer us a way to solve it, which was presumably the entire point of the campaign in the first place.

A bank employs a great many people who talk with real customers about money every single day. Building a campaign about money taboos without putting a single one of them in it is a strange decision, and it turns a smart idea into content that could have come from anyone.