What differentiates a company Tumblr from a company blog?
Often it’s hard to tell, but (in theory, at least) there should be something unique about the content. Like the platform itself, the best branded Tumblr content tends to be more visual, immediate, and perhaps more hip, than the typical blog content.
A great example of this is the W Insider content from W Hotels. The company’s Tumblr posts tend to focus on destination tips around an event (SXSW in Austin, Mardi Gras in New Orleans, etc), and are presented in a very clean, modern, appealing way. It’s the perfect mix of utilitarian information and good aesthetics.
Check it out here.