Chinese content marketing is key to building trust with Chinese audiences.
If you are a Western business that wants to help Chinese audiences learn about your offerings, you’re in the right place.
Our Chinese content marketing services are tailored to help you thoroughly educate your future Chinese customers about your company, products, and services.
It’s simpler than it looks
We understand that the array of content we produce can be overwhelming to those new to the Chinese market.
But the processes for our clients are simple: You provide us with English language source materials in any format, and we will handle the
- Chinese-language articles,
- image and video creation,
- account setup,
- analysis, and
- reporting.
Our content marketing services cover all major platforms and apps in China’s digital ecosystem.
Baidu GEO Marketing
Baidu is undoubtedly the most popular search engine in China.
Our approach to Baidu generative engine optimization (GEO) involves publishing positive, accurate information on your website and across multiple other platforms and websites.
While traditional SEO focuses on helping your website rank well, this service will ensure your brand appears across Baidu’s AI, other AI tools, as well as Baidu search results.
WeChat articles and videos
Everybody in China uses WeChat.
It’s a comprehensive app including chat, friend feed, branded Official Accounts, video “Channels,” and more.
WeChat articles can be used to nurture relationships with your fans.
Rednote organic content creation
Rednote attracts users interested in learning about services, education, and even business topics.
The key to success is excellent “notes,” (Rednote’s short text, image, and video posts). After creating several thousand of these notes, we’ve gotten very good at it.
Video Creation for Bilibili, Douyin, and more
Bilibili is the closest thing to YouTube in China, offering long-form videos to users seeking entertainment or education.
Douyin is the sister of TikTok, but with a stronger foothold in educational content.
Our approach is to create long and short videos for Bilibili and Douyin, as well as for Rednote and WeChat. Covering all these platforms only costs marginally more than covering just one.
Website transcreation
Your website is a hub for customers to learn more about your offerings, and maybe even make purchases.
We create quick-loading Chinese webpages and websites with the right balance of AI-assisted translation and custom content.
Case Study: Conestoga College
Conestoga College is a leading polytechnic education college in Canada. They tasked Nanjing Marketing Group with providing the Chinese-language part for the global campaigns in 2017.
Our strategy:
- Plan and implement marketing on WeChat, Weibo, and other Chinese social media platforms
- Use content marketing to familiarize students and their parents with Conestoga College
Results (2017–2020):
- An increase in WeChat followers from zero to 1,225 through organic marketing methods only
- More than 8,000 post views/week
- Hit the target for Chinese international student admissions
“Nanjing Marketing Group’s service is 5/5 stars. We appreciate their professional content planning, online event organization and social marketing for us.”
– Ryan Du, China Program Officer, Conestoga College
Case Study: Lizenzero
Lizenzero helps exporters comply with Germany’s Packaging Law. When they partnered with Nanjing Marketing Group, they had no Chinese marketing presence and low awareness among cross-border sellers.
Our strategy:
- Launch targeted Baidu Search ads focused on high-intent compliance keywords
- Highlight key value points: Transparent pricing (39 Euro), Chinese-language support, and no intermediaries
- Dominate Baidu search results with Chinese education content
- Provide customer support for Chinese users
- Continuously optimize ads, content, and customer service based on user questions
Results:
- Lead volume grew from zero to 100+ Chinese customers per month
- ROI targets were reached and then exceeded within the first weeks
- Baidu became Lizenzero’s strongest channel for high-quality, ready-to-convert users
“Our journey from inception to a significant presence in the Chinese market has been a story of transformation, championed by our partnership with Nanjing Marketing Group. Their strategies have been pivotal in our exponential growth and customer engagement. NMG will always bring innovative marketing solutions and ideas to contribute to expanding our brand in the Chinese market. The seamless collaboration between our German team and NMG, traversing the journey from zero to market leaders, demonstrates their unmatched ability to bridge cultural and business divides.”
– Ida Julia Schlößer, Marketing Manager, Lizenzero
Chinese Content Marketing FAQ
Baidu marketing is somewhat similar to Google marketing, but there are some important differences to be aware of:
- Baidu’s ad system is not as advanced and requires more manual adjustment.
- Baidu favors platforms that it owns or has invested in.
- Small niche websites will have a much harder time doing Baidu SEO than with Google SEO. This is why we place more emphasis on promoting content outside of the website than our Western marketing counterparts might.
- While Google is a global search engine, Baidu is heavily focused on China.
While Baidu is the most popular search engine, users have a wide variety of search habits nowadays:
- Rednote users will search directly on Rednote, and the same goes for WeChat and other Chinese platforms.
- Although Google is blocked, some people still use it, especially those outside of China or searching for content outside of China.
- Many e-commerce searches are directly on e-commerce platforms such as Tmall and JD.
- There are also other Chinese search engines, such as 360 and Sogou. These have a small market share, but are worth using to gain further reach.
It depends. But, in general, ads have the advantage of being fast and nimble. You can start a campaign in weeks and begin to receive traffic and clear data. On the other hand, content marketing should be done for a year or more, but it often results in a very strong ROI in the long run.
One way to answer this is with another question—What type of marketing works well for you outside of China? If you reach out to us, then we can create a corresponding strategy for the Chinese market.
Contact Us for a Free Consultation
We’ll identify the potential obstacles hindering your expansion in China, and we’ll recommend the best course of action based on your individual needs.
If you think we’re a good fit, you’ll receive a proposal for services within a week.