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. 

Find SEO Analysis Tools:

China

• 5118: Has a category listing so that you can see top ranking sites for various categories such as e-commerce. 

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. 

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.