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Content for China: Insights in
marketing to the world’s largest
internet market
Owain Lloyd-Williams
International Lead
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No content
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A type of noodle from Shaanxi
province
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Welcome to the World of
the Chinese Internet
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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
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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%
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Baidu alone is a very different
beast to what we’re used too…
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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
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But anyway, back to
content and social media…
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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
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Just what is Sina Weibo?
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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
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Case study – Durex
On a dark and stormy
Beijing night in 2011…
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Case study – Ai Weiwei
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Case study - Mini
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Content Trends
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Now is an exciting time for
content marketing in
China
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Infographics are exploding in
China
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Current popular topics include:
Travel and food
Pollution and quality of
life
Big data and
commercial tips and
trends
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http://qianxi.baidu.com
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http://builtvisible.com/messages-in-the-deep-zhongwen-simp
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No content
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But How Do We Ascertain
the Necessary Insights?
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Content Research
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Baidu Feng Yun Bang
http://top.baidu.com/
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Baidu Feng Yun Bang –
localised data
http://top.baidu.com/region?fr=topindex
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Baidu Feng Yun Bang –
localised data
http://top.baidu.com/region?fr=topindex
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Keyword Research Tool Baidu
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Exploring Sina Weibo
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Exploring Sino Weibo
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Exploring Sino Weibo
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And then there’s the
Weibo Enterprise
Account…
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Weibo Enterprise Account
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Weibo Enterprise Account
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Weibo Enterprise Account
grants you access to:
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Other resources
Baozoumanhua.com
China Internet
Watch
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Successful Western Brands
in China
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Uniqlo
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IWC
IWC Mid-Autumn
Festival campaign
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Ikea
Motivational competition in
time with China’s “gaokao”
period.
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Budweiser
6 month
drink driving
campaign
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Western celebrities
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Western celebrities
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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!
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Thank you. Questions are more
than welcome!
Owain Lloyd-Williams
International Lead
[email protected]