Building Chinese Search and Educational Content for Aerial Work Platforms
Terex / Genie
Chinese search presence and an educational content library for heavy equipment buyers.
1The Challenge
Heavy equipment buyers research specification, safety and maintenance long before they request a quotation, and in China that research happens on Baidu and on content platforms where competitors publish heavily. This manufacturer needed Chinese presence on the right platforms and a body of educational content covering how equipment is selected, inspected and operated safely, without which it could not appear in the buyer's consideration set.
2Our Approach
Platform Onboarding
Handled Baidu application and verification requirements, including corporate documentation needed for approval.
Chinese SEO
Diagnosed and optimised the Chinese site and ran a keyword-led SEO programme for equipment categories.
Educational Content
Produced Chinese articles on equipment selection, fault diagnosis, maintenance and site safety to capture pre-purchase research.
What We Delivered
Why It Worked
“Equipment buyers self-educate before they enquire. Publishing safety and selection content in Chinese puts the brand in the consideration set months before a tender, when no competitor is being contacted yet.”
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