Tumblr’s New Content Strategy: Covering Itself

Tumblr has a new team whose job it is to “celebrate creativity and innovation,” according to The New York Times. Translation? The blogging platform has its own plans for interactive content marketing.

“I’m trying to figure out how we cover the ideas, themes and people who live in it,” explained Jessica Bennett, the new executive editor and Tumblr correspondent. Their approach, the article notes, will be more focused on robust journalism and analysis, not “P.R. fluff.”

Many brands today use Tumblr to extend their own digital strategies, but their team appears confident in the potential benefits of an internal content production system. Chris Mohney, the site’s editor in chief and former senior vice president for content at BlackBook Media, hopes to show users, brands, and investors the full potential of what he calls “this nascent creative population.” Can’t wait to see what they come up with.

Image courtesy of Jessica Quirk

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