RebelMouse bulks up, enters the C.M.S. fray

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RebelMouse, a web platform founded in 2012 by former Huffington Post C.T.O. Paul Berry as a central clearing house for web users' social media activity, rolled out a redesign today that expanded its potential as a content management system.

In a blog post set to be published this morning, Berry wrote of several new features that will allow the site to serve more as a blogging and distribution platform.

In addition to a redesigned layout and full-width headers, RebelMouse rolled out new tools that would facilitate users' content creation and the editing process. Among the upgrades are features like real-time post previews, intuitive headline-to-.GIF matching and social media embedding capabilities.

"RebelMouse is now a content management and distribution platform with comprehensive blogging and original authoring tools to make your content creation process as seamless as possible," Berry wrote.

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It's a move that unmistakably puts RebelMouse in contention with Medium, the sleek and buzzed about web publishing platform from Twitter co-founder Ev Williams. (See, for example, those full-width headers.)

RebelMouse's transformation into a one-stop C.M.S. and publishing platform began in January with the launch of The Dodo—the Lerer Ventures-backed site founded by Izzie Lerer—which was the first media outlet that was built on RebelMouse from scratch. RebelMouse is also funded by Lerer Ventures and has proven popular among a certain breed of Twitterati.