Goodman Lantern (GL) has been expanding its client base globally, mainly in English speaking countries. Although, more recently we have experienced an increase in demand for our services from Chinese companies, primarily those that are publicly traded. Our core service offering is content writing, such as articles, whitepapers, blogs, and eBooks, for marketing purposes e.g lead generation, brand building, thought leadership etc

As a company, we operate entirely online, and most of our clients find us through search engines, such as Google.

That said, the market is different in China, where Google is prohibited, and we are keen to explore what online mediums Chinese (mainly publicly traded) companies use to discover UK/US-based companies like ourselves and how we can leverage those platforms to initiate more conversations / business opportunities that may result in a sale.

We would love the MBA students to explore expansion strategies that enable more conversations with Chinese companies, including but not limited to:

• Where and how should we market our services as a B2B company
• How are publicly trading tech companies in China currently sourcing English content?
• Besides cost, what other factors do Chinese publicly traded tech companies consider when deciding on a content marketing agency?
• Do we need to have a Chinese speaker on our team to engage the customer, or are they comfortable speaking English? (so far, we have used English sales teams, and it hasn’t been a challenge)
• What other marketing services are Chinese publicly traded tech companies looking to purchase from Western marketing agencies?

GL senior management, including our CEO and head of operations, will support the students in any which way we can, whether that be through the supply of information relating to our current practices, or insights on trends and best practices. We are available during UK business hours by phone or email.