Hello, It’s Me: How to Add Conversation Back Into Content Marketing

It was the video sensation of last year, currently sitting at over a billion views on YouTube. It features a smoky-voiced chanteuse in a big fur coat and a thoroughly obsolete flip-phone. And it’s a great example of what’s wrong with the current state of content marketing.
I’m referring, naturally, to Adele’s video for “Hello.” In case you missed it, or any of the hundreds of covers and parodies that it inspired, here it is:Ostensibly, the song is about tryin