The New Republic Opts for ‘Novel’ Content Marketing Approach

New division aims to "help brands convey their causes."

Before joining The New Republic as CRO this spring, Kayvan Salmanpour (pictured) spent four years with content marketing firm NewsCred. He was in fact the third employee hired, overseeing the expansion of the Park Ave. South firm’s sales, content and biz development teams to some 230 employees today.

To run Novel, TNR’s brand new in-house content marketing agency, he has recruited one his former colleagues. Amelia Pisapia, director of Novel, was previously the head of editorial at NewsCred. From this morning’s announcement:

”Consumers are smart, and they expect a lot from the companies they choose to support,” said Salmanpour. “More than a great product or service, it’s the passion and cause at the core of the company that builds a much deeper emotional connection between the brand and the customer. At Novel, we are dedicated to helping our clients foster those connections through sharp, bold and meaningful content.”

To help guide Novel, TNR has added to its Advisory Board Andrew Essex, the former vice chairman and co-founder of Droga5. The TNR editorial team will be kept separate and independent from Novel’s projects.

[Photo of Salmanpoour, via: LinkedIn]