Alibaba Cloud 

Content Marketing

Generating leads through whitepapers, ebooks and video content

Alibaba Cloud is a cloud computing provider and part of Alibaba Group. It is the largest cloud vendor in China, but wanted to stand out beyond its home market where competitors such as Amazon Web Services and Microsoft Azure are more established.


Establish Alibaba Cloud as a thought leader and appeal to its target audience of English-speaking developers, chief information officers and IT decision makers across South-East Asia, Europe and the United States.

Specifically, Alibaba Cloud needs content that will drive revenue and generate leads; nurture leads by converting marketing qualified leads into sales qualified leads and upsell its existing paying customers.


Working closely with Alibaba Cloud’s content marketing team, Honey devised an ongoing content series covering both highly technical issues and relevant business topics, such as digital transformation, launching a business in China and e-commerce.

Content pieces include ebooks, whitepapers, blogs, social posts, infographics, videos and animations. Shorter form content drives to longer form pieces that capture user data.

Honey also created email marketing campaign content to encourage the audience to move along the sales funnel.

Campaigns included Alibaba Cloud’s 10 Year Anniversary, Journey to China and How to Supercharge Digital Marketing.


Leads generated and conversions achieved across numerous pieces of content. Sales staff reported that they benefit from the highly-relevant materials to share with prospects.