I’m a Chinese marketing strategist based in Singapore, specialising in bilingual (English–Chinese) content strategies that help brands connect with Chinese-speaking audiences across global markets.
I design both visual and text-based content tailored for Chinese digital ecosystems—from long-form articles and case studies to platform-native content for Baidu, Xiaohongshu (RED), WeChat, Weibo, Douyin etc.
My work focuses on aligning strategy, culture, and platform behaviour, so your content doesn’t just exist in Chinese—it works in Chinese.
If you’re looking to build trust, visibility, and demand among Chinese-speaking consumers with clarity and purpose, I’d be glad to explore how I can support your team.
Winning Chinese Content Marketing Strategy for Brands Worldwide
Content Catalyst System™
A Bespoke Content Marketing Blueprint
Creating content that performs across search engines, social platforms, and AI systems—while still engaging and converting real users—is both an art and a science.
The Content Catalyst System™ is my proprietary content marketing methodology designed for overall content strategy and execution in both English and Chinese. It helps small and medium businesses build visibility, authority, and trust across modern digital ecosystems—and is particularly effective for brands targeting Chinese-speaking audiences.
The system focuses on:
Platform-native content strategies for channels such as Baidu 百度, Sogou 搜狗, Xiaohongshu 小红书, WeChat 微信, Douyin 抖音, etc.
Bilingual optimisation for traditional search engines and AI-driven answer engines (e.g. DeepSeek, ChatGPT, AI Overviews)
Culturally fluent messaging that aligns with Chinese consumer behaviour, expectations, and content norms
The goal: to help your brand build credibility, increase visibility, and generate qualified leads—both globally and within Chinese digital environments.
The goal: to help your brand build credibility, increase visibility, and generate qualified leads—both globally and within Chinese digital environments.
FULLY DONE-FOR-YOU system
A comprehensive approach covering strategy, content creation, optimisation, distribution, and performance tracking, tailored especially to Chinese platforms and audiences.
DATA DRIVEN & PLATFORM-AWARE
SEO, AEO, GEO, LLMO, and AI optimisation applied with an understanding of how users (especially Chinese users) search, read, and trust content—not just Western best practices translated into Chinese.
EXPERIENCE-DRIVEN & COST-EFFICIENT
Agency-level thinking without agency bloat. No interns juggling dozens of accounts—just senior marketers with over 20 years of hands-on experience, each managing no more than three clients at a time.
to book a meeting and for more information
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Successful content marketing requires the right mix of formats, depth, and tone—and this balance varies significantly across platforms. Through the Content Catalyst System™, I plan and create (for example):
- Long-form articles and guides optimised for platforms such as Baidu and WeChat
- Discovery-driven content for Xiaohongshu (RED)
- Narrative-led content structures that can extend into short-form video platforms like Douyin and Kuaishou
- Supporting formats (perhaps in English and Chinese) such as infographics, social posts, and email content
Rather than producing content in isolation, everything is designed to work as part of a coherent content ecosystem.
TYPES OF CONTENT
Textual Content
- Long-form blog posts
- Short-form articles
- English and Chinese social media posts on Facebook, Instagram, Xiaohongshu, etc.
- e-books
- e-magazines / e-zines
- Research reports
- Product guides / manuals
- Case studies
- Success stories
- Testimonials
- White papers
- Reviews
- Newsletters
- Interviews
- Press releases
- Q&As
- TV and radio scripts
Visual Content
- Infographics
- Comic Stories
- Cartoons
- Photographs / pictures / images
- Diagrams
- Data visualisations
- Slide decks / Powerpoint presentations
- Illustrations
- Memes
- Charts
- Graphical layouts
- Screenshots
- Advertising posters
- Ad banners
- Physical books and magazines
- Postcards
Interactive Content
- Explainer videos
- Video tutorials
- Interactive charts and graphics
- Interactive infographics
- Animations
- Calculators and tools
- Image sliders
- Interactive maps
- Games
- Polls
- Quizzes
- Surveys
- Contests
- Gifs
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Creating useful content is only half the equation. To generate leads and sustainable growth, content must also be optimised for Chinese search behaviour, AI systems, and human readers. My optimisation process includes:
- Keyword and intent research (including platform-specific search habits)
- Language and sentence-structure optimisation for clarity, credibility, and cultural flow
- Alignment with both search engine and AI answer-engine requirements
Effective optimisation goes beyond keywords. After content is created, it is refined to ensure it meets the expectations of users, algorithms, and platforms simultaneously.
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On-page optimisation helps search engines and AI systems better understand and surface your content.
This includes:
- Technical and structural review of your website
- Optimising English/Chinese and bilingual metadata (titles, headers, tags)
- Internal linking and content hierarchy aligned with reading patterns
The result is improved visibility, stronger topical authority, and more consistent traffic from search environments.
Content Promotion
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High-quality content needs a clear distribution strategy to reach audiences, especially Chinese-speaking audiences effectively.
I conduct a distribution channel analysis to identify:
- Which platforms matter most for your audience
- Where organic reach is realistic—and where amplification is needed
- How to maximise ROI within your available time and budget
Based on this, I develop a custom content promotion blueprint, with a focus on the Chinese digital ecosystems.
Content Maintenance & Evergreen Growth
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Content that performs well should not be left to decay. I provide structured content maintenance, including:
- Updating content (especially Chinese-language content) for accuracy and relevance
- Refreshing examples, data, visuals, and internal links
- Re-optimising content to reflect evolving search and platform behaviour
Regular updates signal quality and relevance to both search engines and AI systems, helping maintain rankings and conversions over time.
Measuring Content ROI
(Beyond Vanity Metrics)
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Tracking ROI is essential for understanding what truly works in content marketing, especially Chinese content marketing.
I help you:
- Identify the right performance metrics across search, social, and AI discovery
- Evaluate which content, platforms, and channels generate real business impact
- Refine future strategy based on evidence—not assumptions
This ensures your content investment remains strategic, focused, and scalable.