1. 2014
China Content Publication: Trends, Budget and Challenges

2. Introduction
This is the 2nd part of the PR Newswire report ‘2014 China New Media Media Content
Marketing and ROI Measurement’.
• The report is based on online surveys. All interviewees were invited through email, Weibo
and telephone so the statistics may have neglected companies that don’t often use
Internet.
• This survey only targets professionals in certain areas including branding, marketing and
company executives, professionals from other areas are not included.
• This survey consists of 4 parts and 31 questions, the interviewees answer all questions
according to current status of their companies. Based on the companies’ business type,
size, industry and business model, the report analyzes their content publication channels in
terms of frequency of use, current status, strategy, future trends, budget and future
challenges.

3. Legend
Current Use & Future Trends
1.Use & Perceived ROI – Last 12 Months
2.Difference Between B2B & B2C – Last 12 Months
5
3.Frequency of Use in the Future – Next 12 Months
6
4.Company Size & Future Spend on Weibo, WeChat & Mobile Media/Apps – Next 12 Months
4
7
Publication Strategy & Investment
1.Purpose of Content Publication
2.Person in Charge of Content Publication – Last 12 Months
3.Degree of Importance
4.Current Budget for Content Marketing – Last 12 Months
5.Current Budget Allocation – Last 12 Months
6.Budget Change in the Future – Next 12 Months
7.Tools That will Get More Budget in the Future – Next 12 Months
Future Challenges
8
9
10
11
12
13
14
15

4. Current Use & Future Trends
1. Use & Perceived ROI – Last 12 Months

5. Current Use & Future Trends
2. Difference Between B2B & B2C – Last 12 Months

6. Current Use & Future Trends
3. Frequency of Use in the Future – Next 12 Months

7. Current Use & Future Trends
4. Company Size and Future Spend on Weibo, WeChat & Mobile Media/Apps – Next 12 Months

8. Publication Strategy & Investment
1. Purpose of Content Publication

9. Publication Strategy & Investment
2. Person in Charge of Content Publication – Last 12 Months

10. Publication Strategy & Investment
3. Degree of Importance

11. Publication Strategy & Investment
4. Current Budget for Content Marketing – Last 12 Months

12. Publication Strategy & Investment
5. Current Budget Allocation – Last 12 Months

13. Publication Strategy & Investment
6. Budget Change in the Future – Next 12 Months

14. Publication Strategy & Investment
7. Tools That will Get More Budget in the Future – Next 12 Months

15. Future Challenges

16. A digital link to your business in China

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