As the overall market for content marketing has hit a plateau, factors including platform differentiation, integrated marketing strategy, and marketing performance metrics are still based on a brand’s differentiated market positioning, its next market goal, and its target audience. In today’s market, content marketing not only relies on the quality of content, but also increasingly relies on traffic. When relevant content, marketing and sales, online traffic, communication, and entertainment have all been integrated into a “self-media” to which everyone is connected, the great power of such media is self-evident.

Echoing this is the development of multiple KOLs that consist of large and small businesses. When the market has passed the initial rapid growth, how do these individuals or companies continue to reign supreme in the industry?

As an independent consultancy with KOL audit qualification, R3 has found that while marketers have been increasing their content marketing budgets and investment, there are several significant challenges that remain unresolved. These issues lead to wasteful and sub-optimal investment. Together with one of the industry’s leading content delivery platforms, WBY, R3 has developed a 2021 China KOL Market Analysis Report.

This report aims to organize these factors, which tend to evade generalization. In addition, we attempt to include general placement strategies and marketing approaches for different platforms to analyze common problems and to suggest solutions to solve these challenges. We hope this report will help marketers to optimize their marketing competitiveness and improve the efficiency of their marketing investments.