Baidu Ecosystem: 5 Best Platforms for Content Marketing

Last Updated on July 26, 2024

A well-thought-out content marketing strategy is needed to stand out in a business landscape as crowded as China’s digital ecosystem. If your goal is to increase exposure and drive traffic from Chinese audience segments, Baidu is a great marketing channel to explore.

Beyond being China’s largest search engine, the platform has an extensive content marketing network that local customers rely on for everyday digital consumption.

In this post, we’ll conduct an in-depth discussion about the Baidu ecosystem and determine which of its content marketing platforms perfectly aligns with your business goals.

 

Baidu Ecosystem and Its Content Marketing Features

Despite the abundance of local search engines in the country, did you know that nearly 47% of Chinese internet users utilize Baidu for their daily digital queries? In an attempt to serve the needs of its 676 million user base, the company hosts over 57 applications in its ecosystem (including third-party platforms).

In addition to its renowned search engine functions that typically drive website traffic, its services span from Baidu Maps and Encyclopedia to knowledge-sharing platforms like Baidu Zhidao and community-centric online forums like Baidu Tieba.

The Baidu advertising landscape also covers all these platforms, giving brands the golden opportunity to reach their target audience through specific user segments.

From short videos and e-commerce listings to digital banners, its available resources for content creation make Baidu a powerful tool for promoting foreign brands entering the Chinese business scene.

 

 

When looking for content marketing channels in Baidu’s extensive digital marketing ecosystem, choose the apps that encourage user-generated content. Not only do these types of posts rank better in local search results, but they also increase your credibility and authority in the eyes of Chinese audiences.

 

5 Best Baidu Content Marketing Platforms in the Chinese Market

1.   Baidu Zhidao (Baidu Knows)

When Baidu Zhidao was launched in 2005, many noted its similarity to the popular platform Quora. This is mainly due to its question-and-answer feature, which hosts diverse topics users search for, like business terms and how-to guides.

Chinese customers typically visit this platform seeking genuine answers from industry experts and co-consumers. Thanks to the authenticity of its content, answers posted on Baidu Zhidao often appear at the top of the local search results.

 

Example Queries about Red Bull in Baidu Zhidao

 

When you create a content marketing strategy for Baidu Zhidao, think of your brand or service. What would a customer want to know about your offerings? Put yourself in the shoes of your customer/client and brainstorm a list of questions that you’d ask.

If the questions haven’t been asked yet, you can go ahead and post them on the platform. Alternatively, you can provide insightful answers to queries already posted by other users to engage and build rapport with your target audience.

 

Mall Section on Baidu Zhidao

 

Another reason why Baidu Zhidao continues to flourish with high user engagement rates is its Mall section. Through its reward system, users can gain points by actively participating in the platform.

With enough rewards, they can redeem products, shopping coupons, or other items offered in the Mall section.

Baidu Zhidao users can choose between individual and official accounts. The latter is ideal for companies who intend to build a community around their brands. In fact, global businesses like Cadillac have verified Zhidao profiles and regularly post content contributions to rank better in local search engines.

 

2.   Baidu BaiJiahao

Baidu BaiJiahao is a news app that launched in 2016 in response to the growing popularity of Toutiao and WeChat News in the Chinese market. Right now, the platform has 4.2 million content publishers.

Because of Baidu BaiJiahao’s initial blog-style structure, some may think all the marketing efforts they can do on the platform are posting text articles. However, as its services evolved, the app now allows publishers to use interactive elements in their content, like polls, short-form videos, and live-streaming sessions.

 

 

With its seamless search engine integration, Baidu BaiJiahao users won’t have a problem sharing content posted on the platform on other local social media channels like WeChat and Weibo.

The platform has excellent website authority, considering that many established online publications refer to Baidu BaiJiahao for the latest trends and news in China. Around 95% of its traffic comes from the Baidu search engine, so it’s crucial to optimize your content with relevant keywords to reach the right audience.

 

3.   Baidu Tieba

Baidu Tieba belongs to the list of the top social media platforms in China. While not as widely utilized as WeChat or Douyin, the appeal of this app lies in its features that combine social networking, news, and messaging functions.

Unlike typical social media posts, user engagement on Baidu Tieba usually happens within a community-based forum. It operates with a bulletin board system, giving the users the power to join or create a forum based on their queries.

 

 

The platform has an uncanny resemblance to how Reddit operates, especially with most of its communities conducting hyper-specific discussions. Its ability to bring a brand closer to its target audience is one of the reasons why it’s an effective channel for executing content marketing in China.

For example, users can join a bar related to the brand they patronize. If you look below, a community for Burberry was created and managed to gain more than 500,000 followers despite not being managed directly by the business.

 

A community about Burberry products on Baidu Teiba

 

Most content posted on these forums can be integrated with e-commerce links. This way, you can redirect the traffic generated within Baidu Teiba and lead customers to product pages or websites where they can purchase your recommended offerings.

It’s worth noting that the platform does not permit paid advertisements. Because of this, we encourage developing content with helpful information and minimizing links included within your posts. Put yourself in the reader’s shoes, and you should be fine.

 

4.   Baidu Wenku

At first glance, Baidu Wenku may not look like a platform suited for content marketing in China. After all, it’s a free platform that allows users to upload and share files in different formats.

However, given its emphasis on quality content and sharing options, Baidu Wenku is a good channel to showcase your services and offerings. It allows your audiences to focus on a more in-depth aspect of your brand.

 

 

Basically, it can stand as your brand portfolio and specifically target users who are already interested in your business. More than enticing regular consumers, these documents can attract investors and partners.

You can write an article or upload a document discussing brand culture and positioning in China. These details will highlight what makes your brand special compared to existing competitors in the industry without the risk of giving away trade secrets.

These documents can come with links to your websites, social media profiles, and virtual storefronts to generate referral traffic.

 

Search Results for Pizza Hut on Baidu Wenku

 

5.   Baidu Baike (Baidu Encyclopedia)

Baike is a collaborative Chinese-language encyclopedia that was released in 2006. The platform is essentially similar to Wikipedia, providing local users with general information about everything under the sun.

In the latest statistical report, the platform reportedly garnered 25.54 million entries and 7.5 million editors. While its content-rich features make it an indispensable tool for marketing in China, only registered and verified Baidu accounts can create articles and add edits to the platform.

Even then, all articles and edits submitted to Baidu Baike are still required to undergo a thorough review process.

 

 

Content posted on Baike often ranks high on Baidu search results. Due to its top position, these posts enjoy excellent click-through rates and traffic conversions. So, as you can imagine, the opportunities for brands and businesses here are huge.

Although links might be challenging to include in these posts, mentioning your brand or offerings can benefit your digital marketing strategy in the long run.

 

Budweiser’s Brand Page on Baidu Baike

 

As you can see from the screenshot above, brands generally available in the local market have dedicated pages in Baidu Baike. These web pages usually contain basic information detailing the company’s background, offerings, culture, and other corporate events.

More than that, platform users can initiate discussions about your business through the button next to the edit option. In this section, you can review, address, and engage with any concerns regarding your offerings, regardless of whether they’re positive or not.

This feature gives businesses the chance to focus on developing better products and services for their target market.

 

Discussion Section for Budweiser on Baidu Baike

 

Consumer Profile of the Baidu Ecosystem

For successful Baidu marketing in China, getting to know the audiences you intend to attract is more important than you think. It gives you insights into which demographic to focus on and what kind of content works well with its user base. Here are some details worth remembering:

• Most Baidu users access the platforms through mobile devices
• Male users account for 74.3% of the ecosystem’s user base
• 3% of Baidu users are from first-tier cities
• 31 to 35 is the dominating age group in Baidu

 

 

Best Tips to Boost Your Baidu Content Marketing Strategies

 

1.    Plan a collaboration with Key Opinion Leaders

With the rise of younger demographics in China’s digital sphere, it’s likely that typical marketing strategies no longer lure your customers. The reality is most Chinese Millennials and Gen Zs value recommendations from their peers and fellow users more than advertisements from companies.

Given the demand for user-generated posts, influencers like KOLs and KOCs remain effective marketing channels to bridge businesses with their target audiences.

 

Content Creators on Baidu BaiJiahao

 

These online creators are often the source of organic traffic and engagement, especially on content-focused and community-centric platforms like Baidu BaiJiahao and Zhidao.

They offer unique, credible perspectives to other users, making their endorsement more valuable in a saturated market.

Most of these influencers are continuously posting content related to their niche and interests, so finding them on your chosen platform can be straightforward.

For better campaign results, remember to select KOLs or KOCs that align with your brand goal and target audience.

 

2.    Develop Cross-Platform Promotions

The seamless integration of many social media apps in the Baidu ecosystem makes it easier for companies to promote their content on third-party platforms.

By integrating your Baidu content with other popular platforms such as WeChat, Weibo, and Douyin, you can create a better user experience and expand your reach. For instance, you can use WeChat to share Baidu articles or leverage Douyin for short, engaging videos that link back to the original content source.

This approach not only diversifies your content distribution but also helps capture the attention of users who frequent different platforms, thereby increasing your brand’s overall visibility and engagement.

 

Photo by pch.vector on Freepik

 

3.    Leverage Baidu Analytics

Utilizing Baidu Analytics can provide valuable insights into your audience’s behavior, helping refine your content strategy.

By understanding which types of content perform best, which keywords drive the most traffic, and how users interact with your site, you can make data-driven decisions to optimize your marketing efforts.

Regularly reviewing these analytics allows for continuous improvement and alignment with your marketing goals.

 

Source: Baidu Tongji

 

Your Trusted Baidu Content Marketing Partner in China

The Baidu ecosystem includes an extensive network of content-focused platforms that allow businesses to boost their digital marketing efforts in China. With the right strategy, these channels can help a brand expand its reach and build a dedicated community around its offerings.

 

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At Sekkei Digital Group, we understand the role content plays in your digital marketing campaign. Our team is equipped with hands-on industry experience and skills to execute a strategy to bring your brand to the forefront of China’s business scene.

 

 

Whether you’re looking for an influencer to work with or localizing your content for Baidu, we have all the digital solutions you need. Reach out to us, and let’s start working on your brand strategy in China.

 

 

References:

Baidu Ecosystem