Marketing Resources
Listing resources for brands going into China & Internationalizing Chinese Brands!
Differences between China versus International Marketing environment:
We briefly covered the unique Chinese media ecosystem earlier in our Chinese social media marketing section. This section lists resources for brands going into China and vice versa. A quick word for internationalizing Chinese brands: International media isn't as "pay-to-play" relative to Chinese media, so PR efforts require greater effort to identify and pitch stories that are relevant to your brand.
Find (Trending) Content Ideas:
China (In Chinese unless otherwise stated)
- Newrank: In China, content is often distributed on mobile-first New Media such as WeChat or Toutiao. Newrank tracks trending content and followers of official WeChat accounts.
- WeChat Sogou: If you need to track individual WeChat accounts' statistics and content, Sogou helps you do so.
International
- Buzzsumo: A nifty (paid) tool to identify trending content and influencers that matter to your brand.
- Tweetdeck: Quick way to shortlist popular influencers and tweets related to your brand's keywords.
- Hubspot Blog Topic Generator: Never worry about running short of ideas to blog on. Generates fantastic titles.
- Parsely Currents: See what topics were performing best on every news site around the world.
Find PR Tools:
China
- Meitibang: Cost-effective press release tool. A la carte media options available. In terms of advertorials, Chinese media is relatively more "pay-to-play" relative to international media. You may ask Meitibang for packages that include more prominent coverage.
- Meihua: Monitor Chinese press coverage of your brand.
International
- PRNewswire: Premium press release product that works in the Chinese and international markets. Comes with a premium pricing. Unlike free tools, this product boosts SEO and provides a media reach analysis.
- Prezly: Facilitates media pitching to journalists who write about stuff that matters to your brand.
Find Online Marketing Pointers:
China
- Understand what moves the Chinese consumer market (English): Fantastic summary by the World Economic Forum.
- A Five-Step Guide to Marketing in China (English): Western practices won’t cut it for Chinese consumers, with more using social media than in the US and Europe combined.
- How to Leverage Chinese New Media (English): Introducing Chinese social media and the key numbers on why it matters.
International
- Case Studies of Successful Chinese Brands: Learn what matters, avoid common mistakes and build your brand.
- Primer: Marketing lessons on the go (by Google).
- ProvideHQ: Online sales lessons to enhance your close rates!
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