2014 China Content Publication Trends, Budget and Challenges

2014China Content Publication: Trends, Budget and Challenges

Introduction

This is the 2nd part of the PR Newswire report ‘2014 China New Media Media

Content Marketing and ROI Measurement’.

• The report is based on online surveys. All interviewees were invited through

email, Weibo

and telephone so the statistics may have neglected companies that don’t often

use Internet.

• This survey only targets professionals in certain areas including branding,

marketing and

company executives, professionals from other areas are not included.

• This survey consists of 4 parts and 31 questions, the interviewees answer all

questions

according to current status of their companies. Based on the companies’

business type,

size, industry and business model, the report analyzes their content publication

channels in

terms of frequency of use, current status, strategy, future trends, budget and

future

challenges.

Legend

Current Use & Future Trends

1.Use & Perceived ROI – Last 12 Months 42.Difference Between B2B & B2C – Last 12 Months 53.Frequency of Use in the Future – Next 12 Months 64.Company Size & Future Spend on Weibo, WeChat & Mobile Media/Apps – Next 12 Months 7

Publication Strategy & Investment

1.Purpose of Content Publication 82.Person in Charge of Content Publication – Last 12 Months 93.Degree of Importance 104.Current Budget for Content Marketing – Last 12 Months 115.Current Budget Allocation – Last 12 Months 126.Budget Change in the Future – Next 12 Months 137.Tools That will Get More Budget in the Future – Next 12 Months 14

Future Challenges 15

1. Use & Perceived ROI – Last 12 Months

Current Use & Future Trends

2. Difference Between B2B & B2C – Last 12 Months

Current Use & Future Trends

3. Frequency of Use in the Future – Next 12 Months

Current Use & Future Trends

4. Company Size and Future Spend on Weibo, WeChat & Mobile Media/Apps – Next 12 Months

Current Use & Future Trends

1. Purpose of Content Publication

Publication Strategy & Investment

2. Person in Charge of Content Publication – Last 12 Months

Publication Strategy & Investment

3. Degree of Importance

Publication Strategy & Investment

4. Current Budget for Content Marketing – Last 12 Months

Publication Strategy & Investment

5. Current Budget Allocation – Last 12 Months

Publication Strategy & Investment

6. Budget Change in the Future – Next 12 Months

Publication Strategy & Investment

7. Tools That will Get More Budget in the Future – Next 12 Months

Publication Strategy & Investment

Future Challenges

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