Content Marketing for B2B Success in China: Formats and Channels That Work

Content marketing is a powerful tool for B2B brands to build trust, drive engagement, and generate leads in China. But success depends on more than just translating global content into Chinese. To truly resonate with Chinese audiences, brands must localize not only the language but also the formats, platforms, and storytelling approach.

Here’s what works best for B2B content marketing in China today:

1. White Papers and Thought Leadership Reports

White papers are highly valued by Chinese B2B professionals, especially in industries like technology, manufacturing, healthcare, and finance. These in-depth reports:

• Establish your brand as a thought leader.
• Offer actionable insights and data tailored to local challenges.
• Are often shared among decision-makers and procurement teams.

Tip: Use localized data, include China-specific case studies, and ensure the layout suits mobile reading habits.

2. Short-form and Long-form Video Content

Video is a dominant content format in China, including in the B2B space. Platforms like Douyin (TikTok), Bilibili, and even WeChat Channels are being used to:

• Explain complex solutions through animations and explainers.
• Share behind-the-scenes glimpses into operations, R&D, or client success stories.
• Humanize your brand with expert interviews and leadership perspectives.

Tip: Keep short-form videos under 60 seconds for Douyin, and use subtitles as standard.

3. Webinars and Live Streaming

Chinese professionals are increasingly engaging with live, interactive content. Webinars and livestreams work well to:

• Showcase new products and innovations.
• Share market trends and regulatory updates.
• Host panel discussions with industry experts or clients.

Tip: Promote via WeChat and industry media platforms, and follow up with recordings or summary articles.

4. WeChat Articles and Mini-Programs

WeChat remains the most important platform for B2B content distribution in China. Its ecosystem allows brands to:

• Publish regular articles showcasing expertise, news, and success stories.
• Create mini-programs that serve as interactive brochures, product catalogues, or event hubs.
• Capture leads via gated content downloads and forms.

Tip: Optimize your articles with strong visuals, digestible structure, and a clear CTA.

5. Case Studies and Testimonials

Social proof is vital in the Chinese B2B context. Decision-makers want to see evidence that your solution works in their market.

• Feature local client success stories.
• Include quotes from Chinese partners or end-users.
• Highlight ROI, efficiency improvements, or compliance achievements.

6. Industry Media and Baidu SEO

For top-of-funnel visibility, publishing thought leadership on trusted Chinese B2B media platforms and optimizing content for Baidu are key strategies.

• Work with trade publications to reach targeted audiences.
• Optimize headlines and meta descriptions using simplified Chinese keywords.

Winning at B2B content marketing in China means understanding what your audience values—and meeting them on the platforms they trust, in formats they engage with. Whether it’s through white papers, livestreams, or localized WeChat content, your goal should be to deliver meaningful value that supports Chinese professionals in making better decisions.

Need help developing a localized B2B content strategy for China? Brandigo China helps global brands create content that connects. Reach out to explore how we can support your success.