China Content Examples

Here are a few examples of content marketing campaigns that we’ve pulled from the Baidu optimization  sphere that recently did well, with thoughts as to why.

a) Sohu News’ “Nowhere to Breathe” (无处呼吸) pollution infographic

What:

• Displays China’s cities with the most severe air pollution
• Breaks down key causes, health statistics and how to stay healthy

Why:

• Addresses a major societal concern in modern day China that affects everyone
• Offers practical, digestible tips on what to do and buy

b) Swissotel’s “Best Superfoods for Travellers” (最适合旅行者的超级食材)

What:

• Runs through a series of health superfoods such as quinoa, ginger and mint, offering insights into their properties in tackling jet lag, sunburn, travel sickness and other common travel-related ailments
• Offers quotes from industry experts on the properties the foods possess that keep you healthy

Why:

• Healthy food, wellbeing and food safety in general is a key facet of traditional and modern day China
• Some of the foods, such as ginger and cantaloupe are indigenous to China and have long played pivotal parts in Chinese cuisine
• The increase of wealth in China sees more ordinary people travelling, with the infographic appealing to the large travel publication industry and demographic.

c) Baidu’s “Qianxi” (迁徙) Map

What:

• Interactive map using Baidu Maps mobile tracking data to visualise the movement of citizens across China as they travel home during the busy Chinese New Year period.
• Users able to toggle between flights, train journeys, find out the most frequent journeys from one place to another and more

Why:

• Interactivity. Something which, like in the West, has great appeal
• Again, an issue that effects everyone and one that taps into many social considerations in China such as national holidays, tradition, family, overpopulation, migrant workers, and infrastructure.