Carlota Pico recently got the chance to speak with Adam Davis, marketing content manager at Arbox in Israel. Arbox offers business management software to help gyms optimize their marketing, sales, scheduling and more. In this interview Adam addresses a wide range of topics, including the future of social media content, marketing for startups and his own experience working in Israel. He also provides advice on how brands can create relevant content for their social media followers—a central theme of modern marketing.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • The future of social media is video. No one has the patience for long-form written content anymore; 60- to 90-second videos are easy to produce and vital for any business (think product reviews, how-tos, testimonials and more).
  • Marketing roles at startups are very different from marketing roles at big companies. At a startup, one person might be asked to do social media, content strategy, email marketing, content localization and Google advertising all on their own.
  • Companies tend to view social media as a podium to promote their messages. You can sprinkle in information about upcoming events or product releases, but your content needs to bring value to viewers independently of your sales goals.
  • Companies are moving away from strictly B2B operations, and they have to keep the end user in mind. Adam believes that B2B2C is the future for many companies.
  • Marketing in Israel is similar to marketing in Europe in terms of cultural and linguistic diversity. What’s more, Israeli companies tend to work in European markets as well, so marketing teams need to adapt their content for exceptionally diverse audiences.

Content is only king when people actually want to read it.

Rapid-fire recs

What’s your favorite app at the moment?

Pocket Casts is a great podcast app that I use. I have an hour-and-a-half commute to and from work each day, and I like to keep up to date with marketing, social media, sports and pop culture, so it’s really convenient.

A valuable resource or group?

I love Medium. I publish my writings about social media there, and spend about 45 minutes a day reading the articles that the website curates for me. I’ve learned a lot about technology, marketing, time management and life in general on Medium.

An influencer who inspires you?

I find the YouTuber Casey Neistat really inspiring. His story is incredible; he started off dirt poor and now he has 12 million subscribers. A lot of content on YouTube is exciting and entertaining, but he makes truly life-changing videos. 

See also: 8 inspiring content and marketing influencers to follow

Connect with Adam and Carlota on LinkedIn.

You can also follow Adam on Medium.

This post was edited by Rishabh Agrawal, a freelance content creator based in Madrid.

For more insights into creating impactful marketing content:

Cater to global audiences – Deliveroo’s Adam Spawton-Rice & Anne-Sophie Delafosse

Storytelling sells – Michael Lonnon, UK-based marketing expert

The future of marketing is visual – Mario Bini, storytelling extraordinaire

To see the full transcript, click on page number 2 below.