The acquisition of Tumblr represents Yahoo’s attempt to move its brand back into the consumer-tech conversation.
In a blog post by Allen Weiner, research VP at Gartner, he says that after going through a checklist of Yahoo needs and Tumblr strengths, one realistic path is content platforms.
“Previous Yahoo execs have always talked about Yahoo’s ‘content buckets’ – original, licensed and user-generated (such as Yahoo Contributor Network) as one of its key strengths, and as a leading vertical content portal for such areas as sports, finance and gossip and celeb news, Tumblr makes sense as a content management-meets-curation platform,” Weiner says.
“Such a move would allow consumers, brands and marketers (that is, content marketing) to curate Yahoo’s syndicated content (original and licensed) and use those pictures, videos and stories to create personal and professional Tumblr pages. Coke and Campbell’s are just two of countless brands that have created Tumblr sites to showcase their wares and tell their stories to consumers.
“The content platform plan allows Yahoo a few revenue paths, including a freemium service option and a venue for targeted advertising. It also allows Yahoo to get even more mileage out of one of its key ‘cool’ brands – Flickr (another e-less product).”
“Previous Yahoo execs have always talked about Yahoo’s ‘content buckets’ – original, licensed and user-generated (such as Yahoo Contributor Network) as one of its key strengths, and as a leading vertical content portal for such areas as sports, finance and gossip and celeb news, Tumblr makes sense as a content management-meets-curation platform,” Weiner says.
“Such a move would allow consumers, brands and marketers (that is, content marketing) to curate Yahoo’s syndicated content (original and licensed) and use those pictures, videos and stories to create personal and professional Tumblr pages. Coke and Campbell’s are just two of countless brands that have created Tumblr sites to showcase their wares and tell their stories to consumers.
“The content platform plan allows Yahoo a few revenue paths, including a freemium service option and a venue for targeted advertising. It also allows Yahoo to get even more mileage out of one of its key ‘cool’ brands – Flickr (another e-less product).”