Content Marketing Strategies for International Education Institutions in the Chinese Market

Abstract

The thesis investigates content marketing strategies of international education institutions on the Chinese market, by providing and promoting their brands and educational offerings on Chinese social media platforms – WeChat, Xiaohongshu, and Douyin. The paper is based on a mixed methods approach and includes a theoretical literature review, mathematical data analysis on key factors of content marketing strategy, and a case study. Primary research shows that Chinese users prefer visual and interactive communication, and users of all platforms differ in behavioral patterns and content topics. The study suggests a full framework of content marketing strategy in the Chinese market. It contributes to the discussion on the content marketing strategy of international education institutions trying to reach and promote the brand to potential Chinese students in the highly competition-based Chinese education market.