China has the world's largest internet market, and it's one that is growing and evolving quickly. Yet with the familiar platforms of Google, Twitter and Facebook being largely unused in the area, undertaking content marketing strategy is an entirely different endeavour to what we're used to. Owain Lloyd-Williams, International Lead at Builtvisible, will be taking a look at the structure and functionality of Baidu, Sina Weibo and other key Chinese search and social platforms while offering tips and action points on how to forge engaging content for the Middle Kingdom.

1. Content for China: Insights in marketing
to the world’s largest internet market
Owain Lloyd-Williams
International Lead
owain@builtvisible.com

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 millionSina 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