Content Marketing Masters: Content Marketing for China

The document provides insights into marketing strategies in China's large internet market, highlighting key statistics such as 642 million active internet users and the dominance of Baidu in search engine market share. It discusses the significance of content marketing, social media trends, and the importance of local insights for engagement. Key takeaways emphasize the rich and dynamic nature of China's content space and the importance of cultural relevance in marketing efforts.

Transcript

1. Content for China: Insights in marketing to the world’s largest internet market Owain Lloyd-Williams International Lead
3. A type of noodle from Shaanxi province
4. Welcome to the World of the Chinese Internet
5. Chinese Web, Mobile and Social Media: The Key Facts • 642 million active internet users • 629 million active social media accounts • 565 million mobile users • 88% users have multiple accounts • 25 hours a week on average spent online
6. Chinese Search Engine Market Share Q4 2014 79.48% 11.91% 5.54% 3.07% Baidu Google HK Sogou & Soso Other 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%
7. Baidu alone is a very different beast to what we’re used too…
8. Baidu SEO - Overview Factor Page Title High High Meta Description Low High Meta Keywords - High Heading Tags Medium High Alt Tags Low High Internal Anchor Text High Medium External Anchor Text Low Medium Quantity of Inbound Links Medium High Quality of Inbound Links High Low Sitemap Medium Medium Site speed Low High
9. But anyway, back to content and social media…
10. Active users across social media platforms in China QQ: 829 million WeChat: 438 million Baidu Tieba: 200 million Sina Weibo: 200 million RenRen: 206 million Kaixin: 206 million
11. Just what is Sina Weibo?
12. What kind of content works for Weibo? Cultural • Over 300 million “thank you parents” messages on Mother’s & Father’s day Contemporary • 2 billion World Cup- related interactions Humour • Word play and language evolution often manifesting in memes
13. Case study – Durex On a dark and stormy Beijing night in 2011…
14. Case study – Ai Weiwei
15. Case study - Mini
16. Content Trends
17. Now is an exciting time for content marketing in China
18. Infographics are exploding in China
19. Current popular topics include: Travel and food Pollution and quality of life Big data and commercial tips and trends
20. http://qianxi.baidu.com
21. http://builtvisible.com/messages-in-the-deep-zhongwen-simp
23. But How Do We Ascertain the Necessary Insights?
24. Content Research
25. Baidu Feng Yun Bang http://top.baidu.com/
26. Baidu Feng Yun Bang – localised data http://top.baidu.com/region?fr=topindex
27. Baidu Feng Yun Bang – localised data http://top.baidu.com/region?fr=topindex
28. Keyword Research Tool Baidu
29. Exploring Sina Weibo
30. Exploring Sino Weibo
31. Exploring Sino Weibo
32. And then there’s the Weibo Enterprise Account…
33. Weibo Enterprise Account
34. Weibo Enterprise Account
35. Weibo Enterprise Account grants you access to:
36. Other resources Baozoumanhua.com China Internet Watch
37. Successful Western Brands in China
38. Uniqlo
39. IWC IWC Mid-Autumn Festival campaign
40. Ikea Motivational competition in time with China’s “gaokao” period.
41. Budweiser 6 month drink driving campaign
42. Western celebrities
43. Western celebrities
44. Key Takeaways: − China’s content space is busy, bustling and rich − It’s netizens are smart, savvy and have an eye for good content − Peer recommendation is vital to online engagement − Things are modernising, though don’t forget content is still deeply rooted in culture − You’re going to hear a lot more of Weibo, WeChat and Baidu in the future − Opportunity is aplenty, things are always changing, and now is as fascinating time as ever to jump in!
45. Thank you. Questions are more than welcome! Owain Lloyd-Williams International Lead owain@builtvisible.com