In this post, we share thoughts on how to formulate your strategies for publishing audio and video content to your English-speaking audience in China.
Whether you are just getting started for your content marketing job or for your paid consultation/digital content/online coaching, Chatek LLC team are here to support you.
Chatek team started the #GearUp series posts and podcasts, as part of our 2020 campaigns to support global audience. We have a special focus on English content creators who're working their ways out to reach your audience.
In my small world of English-Chinese speaking startup community, such as Startup Grind (Guangzhou chapter and all other China chapters), aspiring entreprenurs and content creators are gearing up their trade-crafts to produce more content, specially during the Coronavirus outbreak when most of their audience are stranded in-door.
This post is the 1st of the #GearUp series talking about audio and video content strategies, production tooling and channel (cases) for your audience.
"Content is not King, your content strategy and staged efforts are."
Among the 1.4 billion China population, about 1/1,000th of them can understand and speak survival level English, and an even smaller percentile has basic listening and speaking fluency. From this guess-timation above, we have 1.4 million total addressable English-fluent listeners or audience in China. I'll update this key figure once I have more trusted stats.
Thanks to China's population size, we've got an audience the size of a small country to engage, good. As more Chinese learnign to use English in their daily lives, this figure will only grow over time!
What content to share
Start your thinking on 'what content to share' by asking the following questions,
- What are your business goals? Is it for your (content marketing) job or for your own gig business on paid content?
- Who are your audience? As mentioned above, are you into marketing jobs or content and coaching services for paid users?
- What your audience cares? Try to activate your empathy brain and profile vivid images of your audience, the more detail the better.
- What are the intersection among 1, 2 and 3 above? This is the hardest but most useful part of the whole strategizing exercise for designing content for your audience.
Your answers to above questions will pretty much shape the what and why for your content strategy and let's be honest here, you need our paid consulting to get into a good enough version of your strategy, under which your campaigns can be consistently defined and executed.
What are your channels
Think of your 'channels' to engage Chinese audience like this,
- Who are your direct Chinese contacts or someone closely related to China? This is the human social network layer you shall always start with, then from there, you'll figure out more about the one below.
- What are the popular digital content channels in China? In this #GearUp series of postes, I'll only cover top China platforms for paid digital content only for more effective learning of yourself.
Question 2 is the most interesting of all, answers to this question take quite a lengthy list. Do check out resources such as Blog posts by Parklu.com.
How to stage your efforts (planning)
Digital content marketing and campaigns are typically a quarterly efforts in temrs of action and results. Never imagine things can happen in weeks.
For each quarter, we plan a theme for our campaigns. Then we come up with topics under each campaign and ensure they are meaningful for driving traffic and/or sales.
If you work as an individual and on a day job, it's wise to keep it as your side project. Stick to your a consistent content release plan that you can aford on a daily basis. It feels like tending to your garden, with small jobs each day, you'll eventually be rewarded with a pleasant garden full of joy and beauty. Never impose on yourself ambitious tasks, such as 'I'm going to do live streaing every single day, until I become a KOL!'
Good content marketing requires staged and coordinated efforts, especially when you are working with a team of people. You can pace your campaigns either by time or via product update cycles. Either way, expect your content marketing to have observable return on investment on a quarterly basis!
Metrics and Tooling
Now that you're clear on what to share, what channels to share to, and it's time to think about how to measure your (future) success on your content!
Metrics and tooling go together when designing your content strategy. Metrics are the specific numbers, or technical terms such as DAU/MAU (Daily Active User/Monthly Active User), that can measure your progress and success in user engeagment.
The tooling that support your content campaigns can vary individually. That's why we need to have strategy and metrics clear before discussing tooling. In this #GearUp series, we (will) cover audio and video tooling setup examples in more detail via seperate posts such as Gear Up Your Audio.
In general, audio content helps selling enterprise products and services, because audio listening time is very engaged in its nature and can provoke more in-depth thinking among your listeners than video content. Industrial reports also show that audio has been increasingly important medium among Chinese knowledge workers. They listen to audio a lot during their daily commute.
We'll see if we have more reader insterests on video tooling for your audience before we decide to make one.
Landing site/content home
Start with a content or publishing platform, such as Strikingly China. For sure, you can use the Ghost blogging hosted service, or the good old Wordpress.com, but ONE thing you shall keep in mind is that China's Internet is in fact an Intranet behind the GFW. Where your content are hosted MATTERS the most for your China audience's accessibilty.
China's conent platforms of choice
We pick only the top 3 for brevity and focus of learning,
- Ximalaya (喜马拉雅) (https://ximalaya.com/), my personal favor
- Lizhi (荔枝) (https://www.lizhi.fm/), or Lizhi Micro-classroom (荔枝微课) (https://www.lizhiweike.com/), Lizhi is more for casual radio shows / streaming among younger people, while its sibling service Lizhi Micro-classroom is a platform for paid content and tutorials.
- IGetGet (得到) (https://www.igetget.com/), which we haven't tested but got recommended many times before.
I purposely left out TiTok or Douyin or the like, because they are consumer facing play ground and ads-based traffic farms. Hence they are out of the scope of our #GearUp series.
Experimenting and iterating
Once all above are clear, you are good to go!
Never fear mistakes, you learn the fastest when you feel the pain of mistakes.
You may need to review and adapt all elements you've previously laid out above, but hey, that's how we look at jobs in software engineering, iterative improvement over time. Hopefully your iteration time or cycle can be optimized as well!
Book your coaching hours!
Congradulations if you've read through to this point. I bet you're very committed to make things happen sooner than later, for your own fun and profits!
Chateks' content team is offering paid consulting services to help you out with hands-on tutorials and highly personalized coaching, via Skype sessions. Our team coach's Skype ID: chancejiang.
Please book our time slots at this page on You Can Book Me, or simple add team lead's Skype for more enquiry.
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