Explore insights on China’s digital content strategy
SEO, localization, content platforms, and more.
These are the latest 12 posts.
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What Is Rednote? A Beginner’s Guide for Global Brands
Rednote (Xiaohongshu) has become a key platform in China’s consumer journey. This guide explains its role, how it differs from Western apps, and what brands need to know to get started.
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Post-Crisis High Exposure: How It Shapes Public Opinion and Commercial Value
After a crisis, Ziyu stayed highly visible instead of retreating. What this means for reputation and brand value.
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Is Baidu SEO Still Worth It? Its Value Has Shifted from Traffic to Credibility
Baidu SEO is no longer about traffic—it’s about credibility and visibility, especially for high-stakes industries in China.
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Rednote Recommendation System: Brand Visibility Isn’t About Luck
On Rednote, good content doesn’t guarantee reach. This article breaks down how the recommendation system works—and what brands can do to stay visible.
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Rednote Brand Starter Guide: Practical Steps for Getting Started
A beginner’s guide to Rednote (Xiaohongshu) for brands—covering goals, profile setup, content direction, posting rhythm, and performance tracking.
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Crisis Communication: Protecting Image Assets
This Ziyu case study explores how to protect “non-negotiable” image assets in a PR crisis—and why preserving these traits matters for long-term brand value.
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You Can’t Control the Narrative—But You Can Control What You Leave Out
In a crisis, you can’t fully control how others tell your story. Ziyu’s choice to leave things unsaid shows how intentional silence can keep the narrative in your hands.
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The Long Tail Effect: Why Some People and Brands Stay Relevant
The long tail effect shows how people and brands can stay relevant long after the initial buzz — as seen in Ziyu’s rise during Revenged Love.
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He Didn’t Act Like a Charisma Demon—People Just Made Him One
Ziyu didn’t over-explain or push back during his public scandal—yet somehow, the public sided with him. This article explores how audience projection and strategic restraint created what many now call the “charisma demon” effect.
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Intro: Why I Write About Content Platforms
Where you publish decides who sees it—and whether it gets seen at all. That’s why I write separately about content platforms.
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Intro: Keywords Aren’t Just for Ranking
Keywords shape what you write, what people search for, and how language works. That’s why I see keyword research as part of strategy—not just traffic.
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Intro: Why I Work on SEO Strategy
I didn’t start out in content, but I found SEO fits how I think—structured, user-driven, and long-term. This is the starting point of my focus.
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