diff --git a/docs/reference/deprecated.md b/docs/reference/deprecated.md
index deef0e0d7fbef..d13652597953d 100644
--- a/docs/reference/deprecated.md
+++ b/docs/reference/deprecated.md
@@ -1,16 +1,5 @@
 Gutenberg's deprecation policy is intended to support backwards-compatibility for two minor releases, when possible. The current deprecations are listed below and are grouped by _the version at which they will be removed completely_. If your plugin depends on these behaviors, you must update to the recommended alternative before the noted version.
 
-## 4.4.0
-
-- The block attribute sources `children` and `node` have been removed. Please use the `rich-text` source instead. See the core blocks for examples.
-- `wp.blocks.node.matcher` has been removed. Please use `wp.richTextValue.create` instead.
-- `wp.blocks.node.toHTML` has been removed. Please use `wp.richTextValue.toHTMLString` instead.
-- `wp.blocks.node.fromDOM` has been removed. Please use `wp.richTextValue.create` instead.
-- `wp.blocks.children.toHTML` has been removed. Please use `wp.richTextValue.toHTMLString` instead.
-- `wp.blocks.children.fromDOM` has been removed. Please use `wp.richTextValue.create` instead.
-- `wp.blocks.children.concat` has been removed. Please use `wp.richTextValue.concat` instead.
-- `wp.blocks.children.getChildrenArray` has been removed. Please use `wp.richTextValue.create` instead.
-
 ## 4.2.0
 
 - Writing resolvers as async generators has been removed. Use the controls plugin instead.
diff --git a/lib/client-assets.php b/lib/client-assets.php
index 71678b5de04db..1c0f1059ea9a1 100644
--- a/lib/client-assets.php
+++ b/lib/client-assets.php
@@ -423,7 +423,6 @@ function gutenberg_register_scripts_and_styles() {
 			'wp-polyfill',
 			'wp-shortcode',
 			'lodash',
-			'wp-rich-text',
 		),
 		filemtime( gutenberg_dir_path() . 'build/blocks/index.js' ),
 		true
diff --git a/packages/block-library/src/audio/index.js b/packages/block-library/src/audio/index.js
index 3df0228df9f9e..948a25f55596c 100644
--- a/packages/block-library/src/audio/index.js
+++ b/packages/block-library/src/audio/index.js
@@ -30,7 +30,7 @@ export const settings = {
 			attribute: 'src',
 		},
 		caption: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'figcaption',
 		},
 		id: {
diff --git a/packages/block-library/src/button/index.js b/packages/block-library/src/button/index.js
index 6794b9b765c67..5f41823636930 100644
--- a/packages/block-library/src/button/index.js
+++ b/packages/block-library/src/button/index.js
@@ -32,7 +32,7 @@ const blockAttributes = {
 		attribute: 'title',
 	},
 	text: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'a',
 	},
 	backgroundColor: {
diff --git a/packages/block-library/src/cover-image/index.js b/packages/block-library/src/cover-image/index.js
index 6f745f7c78808..82e3ebdac1ae0 100644
--- a/packages/block-library/src/cover-image/index.js
+++ b/packages/block-library/src/cover-image/index.js
@@ -28,7 +28,7 @@ const validAlignments = [ 'left', 'center', 'right', 'wide', 'full' ];
 
 const blockAttributes = {
 	title: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'p',
 	},
 	url: {
@@ -310,7 +310,7 @@ export const settings = {
 		attributes: {
 			...blockAttributes,
 			title: {
-				source: 'rich-text',
+				source: 'html',
 				selector: 'h2',
 			},
 		},
diff --git a/packages/block-library/src/embed/index.js b/packages/block-library/src/embed/index.js
index 32efcbaaa281f..363a26707fa36 100644
--- a/packages/block-library/src/embed/index.js
+++ b/packages/block-library/src/embed/index.js
@@ -371,7 +371,7 @@ const embedAttributes = {
 		type: 'string',
 	},
 	caption: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'figcaption',
 	},
 	type: {
diff --git a/packages/block-library/src/file/index.js b/packages/block-library/src/file/index.js
index 78f4173520899..3b8ae9f78359b 100644
--- a/packages/block-library/src/file/index.js
+++ b/packages/block-library/src/file/index.js
@@ -11,7 +11,7 @@ import { createBlobURL } from '@wordpress/blob';
 import { createBlock } from '@wordpress/blocks';
 import { select } from '@wordpress/data';
 import { RichText } from '@wordpress/editor';
-import { getTextContent, isEmpty } from '@wordpress/rich-text';
+import { create, getTextContent } from '@wordpress/rich-text';
 
 /**
  * Internal dependencies
@@ -39,7 +39,7 @@ export const settings = {
 			type: 'string',
 		},
 		fileName: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'a:not([download])',
 		},
 		// Differs to the href when the block is configured to link to the attachment page
@@ -61,7 +61,7 @@ export const settings = {
 			default: true,
 		},
 		downloadButtonText: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'a[download]',
 			default: __( 'Download' ),
 		},
@@ -203,7 +203,7 @@ export const settings = {
 
 		return ( href &&
 			<div>
-				{ ! isEmpty( fileName ) &&
+				{ ! RichText.isEmpty( fileName ) &&
 					<a
 						href={ textLinkHref }
 						target={ textLinkTarget }
@@ -221,7 +221,7 @@ export const settings = {
 						// ensure download attribute is still set when fileName
 						// is undefined. Using '' here as `true` still leaves
 						// the attribute unset.
-						download={ getTextContent( fileName ) }
+						download={ getTextContent( create( { html: fileName } ) ) }
 					>
 						<RichText.Content
 							value={ downloadButtonText }
diff --git a/packages/block-library/src/gallery/index.js b/packages/block-library/src/gallery/index.js
index 6cc6242d531ee..68209afc9a0f8 100644
--- a/packages/block-library/src/gallery/index.js
+++ b/packages/block-library/src/gallery/index.js
@@ -45,7 +45,7 @@ const blockAttributes = {
 				attribute: 'data-id',
 			},
 			caption: {
-				source: 'rich-text',
+				source: 'html',
 				selector: 'figcaption',
 			},
 		},
diff --git a/packages/block-library/src/heading/index.js b/packages/block-library/src/heading/index.js
index f746f9118f75a..2e9396c6ef9f6 100644
--- a/packages/block-library/src/heading/index.js
+++ b/packages/block-library/src/heading/index.js
@@ -14,7 +14,6 @@ import {
 	getBlockType,
 } from '@wordpress/blocks';
 import { RichText } from '@wordpress/editor';
-import { concat } from '@wordpress/rich-text';
 
 /**
  * Internal dependencies
@@ -39,7 +38,7 @@ const supports = {
 
 const schema = {
 	content: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'h1,h2,h3,h4,h5,h6',
 	},
 	level: {
@@ -166,7 +165,7 @@ export const settings = {
 
 	merge( attributes, attributesToMerge ) {
 		return {
-			content: concat( attributes.content, attributesToMerge.content ),
+			content: attributes.content + attributesToMerge.content,
 		};
 	},
 
diff --git a/packages/block-library/src/image/index.js b/packages/block-library/src/image/index.js
index 3b930adb75237..5523496950128 100644
--- a/packages/block-library/src/image/index.js
+++ b/packages/block-library/src/image/index.js
@@ -16,7 +16,6 @@ import {
 } from '@wordpress/blocks';
 import { RichText } from '@wordpress/editor';
 import { createBlobURL } from '@wordpress/blob';
-import { create } from '@wordpress/rich-text';
 
 /**
  * Internal dependencies
@@ -40,7 +39,7 @@ const blockAttributes = {
 		default: '',
 	},
 	caption: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'figcaption',
 	},
 	href: {
@@ -161,8 +160,7 @@ export const settings = {
 					caption: {
 						shortcode: ( attributes, { shortcode } ) => {
 							const { content } = shortcode;
-							const html = content.replace( /\s*<img[^>]*>\s/, '' );
-							return create( { html } );
+							return content.replace( /\s*<img[^>]*>\s/, '' );
 						},
 					},
 					href: {
diff --git a/packages/block-library/src/list/index.js b/packages/block-library/src/list/index.js
index 9a65c32ff60a8..671a1df18b722 100644
--- a/packages/block-library/src/list/index.js
+++ b/packages/block-library/src/list/index.js
@@ -18,7 +18,7 @@ import {
 	BlockControls,
 	RichText,
 } from '@wordpress/editor';
-import { replace, join, split, isEmpty } from '@wordpress/rich-text';
+import { replace, join, split, create, toHTMLString } from '@wordpress/rich-text';
 
 const listContentSchema = {
 	...getPhrasingContentSchema(),
@@ -47,7 +47,7 @@ const schema = {
 		default: false,
 	},
 	values: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'ol,ul',
 		multiline: 'li',
 	},
@@ -74,9 +74,9 @@ export const settings = {
 				blocks: [ 'core/paragraph' ],
 				transform: ( blockAttributes ) => {
 					return createBlock( 'core/list', {
-						values: join( blockAttributes.map( ( { content } ) =>
-							replace( content, /\n/g, '\u2028' )
-						), '\u2028' ),
+						values: toHTMLString( join( blockAttributes.map( ( { content } ) =>
+							replace( create( { html: content } ), /\n/g, '\u2028' )
+						), '\u2028' ), 'li' ),
 					} );
 				},
 			},
@@ -131,9 +131,12 @@ export const settings = {
 				type: 'block',
 				blocks: [ 'core/paragraph' ],
 				transform: ( { values } ) =>
-					split( values, '\u2028' ).map( ( content ) =>
-						createBlock( 'core/paragraph', { content } )
-					),
+					split( create( { html: values, multilineTag: 'li' } ), '\u2028' )
+						.map( ( piece ) =>
+							createBlock( 'core/paragraph', {
+								content: toHTMLString( piece ),
+							} )
+						),
 			},
 			{
 				type: 'block',
@@ -182,16 +185,15 @@ export const settings = {
 	],
 
 	merge( attributes, attributesToMerge ) {
-		const { values, content } = attributesToMerge;
-		const valueToMerge = values || content;
+		const { values } = attributesToMerge;
 
-		if ( isEmpty( valueToMerge ) ) {
+		if ( ! values || values === '<li></li>' ) {
 			return attributes;
 		}
 
 		return {
 			...attributes,
-			values: join( [ attributes.values, valueToMerge ], '\u2028' ),
+			values: attributes.values + values,
 		};
 	},
 
@@ -329,7 +331,7 @@ export const settings = {
 										blocks.push( createBlock( 'core/paragraph' ) );
 									}
 
-									if ( ! RichText.isEmpty( after ) ) {
+									if ( after !== '<li></li>' ) {
 										blocks.push( createBlock( 'core/list', {
 											ordered,
 											values: after,
diff --git a/packages/block-library/src/list/test/__snapshots__/index.js.snap b/packages/block-library/src/list/test/__snapshots__/index.js.snap
index b276a84668f60..8287138cfeea7 100644
--- a/packages/block-library/src/list/test/__snapshots__/index.js.snap
+++ b/packages/block-library/src/list/test/__snapshots__/index.js.snap
@@ -18,9 +18,7 @@ exports[`core/list block edit matches snapshot 1`] = `
           contenteditable="true"
           data-is-placeholder-visible="true"
           role="textbox"
-        >
-          <li />
-        </ul>
+        />
         <ul
           class="editor-rich-text__tinymce"
         >
diff --git a/packages/block-library/src/paragraph/edit.js b/packages/block-library/src/paragraph/edit.js
index b9ecb242d80ec..6e77735fd016f 100644
--- a/packages/block-library/src/paragraph/edit.js
+++ b/packages/block-library/src/paragraph/edit.js
@@ -99,7 +99,7 @@ class ParagraphBlock extends Component {
 			onReplace,
 		} = this.props;
 
-		if ( after ) {
+		if ( after !== null ) {
 			// Append "After" content as a new paragraph block to the end of
 			// any other blocks being inserted after the current paragraph.
 			blocks.push( createBlock( name, { content: after } ) );
@@ -110,7 +110,7 @@ class ParagraphBlock extends Component {
 		}
 
 		const { content } = attributes;
-		if ( ! before ) {
+		if ( before === null ) {
 			// If before content is omitted, treat as intent to delete block.
 			onReplace( [] );
 		} else if ( content !== before ) {
diff --git a/packages/block-library/src/paragraph/index.js b/packages/block-library/src/paragraph/index.js
index 73aaab67184d0..ed391fc984c92 100644
--- a/packages/block-library/src/paragraph/index.js
+++ b/packages/block-library/src/paragraph/index.js
@@ -17,7 +17,6 @@ import {
 	RichText,
 } from '@wordpress/editor';
 import { getPhrasingContentSchema } from '@wordpress/blocks';
-import { create, concat } from '@wordpress/rich-text';
 
 /**
  * Internal dependencies
@@ -30,8 +29,9 @@ const supports = {
 
 const schema = {
 	content: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'p',
+		default: '',
 	},
 	align: {
 		type: 'string',
@@ -195,17 +195,14 @@ export const settings = {
 				return <RawHTML>{ attributes.content }</RawHTML>;
 			},
 			migrate( attributes ) {
-				return {
-					...attributes,
-					content: create( { html: attributes.content } ),
-				};
+				return attributes;
 			},
 		},
 	],
 
 	merge( attributes, attributesToMerge ) {
 		return {
-			content: concat( attributes.content, attributesToMerge.content ),
+			content: attributes.content + attributesToMerge.content,
 		};
 	},
 
diff --git a/packages/block-library/src/preformatted/index.js b/packages/block-library/src/preformatted/index.js
index 376fdc722cfe1..7f8296796bfd6 100644
--- a/packages/block-library/src/preformatted/index.js
+++ b/packages/block-library/src/preformatted/index.js
@@ -4,7 +4,6 @@
 import { __ } from '@wordpress/i18n';
 import { createBlock, getPhrasingContentSchema } from '@wordpress/blocks';
 import { RichText } from '@wordpress/editor';
-import { create, concat } from '@wordpress/rich-text';
 
 export const name = 'core/preformatted';
 
@@ -19,7 +18,7 @@ export const settings = {
 
 	attributes: {
 		content: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'pre',
 		},
 	},
@@ -31,7 +30,7 @@ export const settings = {
 				blocks: [ 'core/code', 'core/paragraph' ],
 				transform: ( { content } ) =>
 					createBlock( 'core/preformatted', {
-						content: create( { text: content } ),
+						content,
 					} ),
 			},
 			{
@@ -87,7 +86,7 @@ export const settings = {
 
 	merge( attributes, attributesToMerge ) {
 		return {
-			content: concat( attributes.content, attributesToMerge.content ),
+			content: attributes.content + attributesToMerge.content,
 		};
 	},
 };
diff --git a/packages/block-library/src/pullquote/index.js b/packages/block-library/src/pullquote/index.js
index f001d16adf054..0854fd237a08a 100644
--- a/packages/block-library/src/pullquote/index.js
+++ b/packages/block-library/src/pullquote/index.js
@@ -25,12 +25,12 @@ import {
 
 const blockAttributes = {
 	value: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'blockquote',
 		multiline: 'p',
 	},
 	citation: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'cite',
 	},
 	mainColor: {
@@ -132,7 +132,7 @@ export const settings = {
 		attributes: {
 			...blockAttributes,
 			citation: {
-				source: 'rich-text',
+				source: 'html',
 				selector: 'footer',
 			},
 			align: {
diff --git a/packages/block-library/src/pullquote/test/__snapshots__/index.js.snap b/packages/block-library/src/pullquote/test/__snapshots__/index.js.snap
index 5c19c96bee738..4a96bb5863af5 100644
--- a/packages/block-library/src/pullquote/test/__snapshots__/index.js.snap
+++ b/packages/block-library/src/pullquote/test/__snapshots__/index.js.snap
@@ -22,9 +22,7 @@ exports[`core/pullquote block edit matches snapshot 1`] = `
               contenteditable="true"
               data-is-placeholder-visible="true"
               role="textbox"
-            >
-              <p />
-            </div>
+            />
             <div
               class="editor-rich-text__tinymce"
             >
diff --git a/packages/block-library/src/quote/index.js b/packages/block-library/src/quote/index.js
index f50aa75edacff..8035ff82293b6 100644
--- a/packages/block-library/src/quote/index.js
+++ b/packages/block-library/src/quote/index.js
@@ -14,16 +14,16 @@ import {
 	AlignmentToolbar,
 	RichText,
 } from '@wordpress/editor';
-import { join, split, concat } from '@wordpress/rich-text';
+import { join, split, create, toHTMLString } from '@wordpress/rich-text';
 
 const blockAttributes = {
 	value: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'blockquote',
 		multiline: 'p',
 	},
 	citation: {
-		source: 'rich-text',
+		source: 'html',
 		selector: 'cite',
 	},
 	align: {
@@ -55,7 +55,9 @@ export const settings = {
 				blocks: [ 'core/paragraph' ],
 				transform: ( attributes ) => {
 					return createBlock( 'core/quote', {
-						value: join( attributes.map( ( { content } ) => content ), '\u2028' ),
+						value: toHTMLString( join( attributes.map( ( { content } ) =>
+							create( { html: content } )
+						), '\u2028' ), 'p' ),
 					} );
 				},
 			},
@@ -96,9 +98,12 @@ export const settings = {
 				type: 'block',
 				blocks: [ 'core/paragraph' ],
 				transform: ( { value } ) =>
-					split( value, '\u2028' ).map( ( content ) =>
-						createBlock( 'core/paragraph', { content } )
-					),
+					split( create( { html: value, multilineTag: 'p' } ), '\u2028' )
+						.map( ( piece ) =>
+							createBlock( 'core/paragraph', {
+								content: toHTMLString( piece ),
+							} )
+						),
 			},
 			{
 				type: 'block',
@@ -107,22 +112,23 @@ export const settings = {
 					// If there is no quote content, use the citation as the
 					// content of the resulting heading. A nonexistent citation
 					// will result in an empty heading.
-					if ( RichText.isEmpty( value ) ) {
+					if ( value === '<p></p>' ) {
 						return createBlock( 'core/heading', {
 							content: citation,
 						} );
 					}
 
-					const values = split( value, '\u2028' );
+					const pieces = split( create( { html: value, multilineTag: 'p' } ), '\u2028' );
+					const quotePieces = pieces.slice( 1 );
 
 					return [
 						createBlock( 'core/heading', {
-							content: values[ 0 ],
+							content: toHTMLString( pieces[ 0 ] ),
 						} ),
 						createBlock( 'core/quote', {
 							...attrs,
 							citation,
-							value: join( values.slice( 1 ), '\u2028' ),
+							value: toHTMLString( quotePieces.length ? join( pieces.slice( 1 ), '\u2028' ) : create(), 'p' ),
 						} ),
 					];
 				},
@@ -194,8 +200,8 @@ export const settings = {
 	merge( attributes, attributesToMerge ) {
 		return {
 			...attributes,
-			value: join( [ attributes.value, attributesToMerge.value ], '\u2028' ),
-			citation: concat( attributes.citation, attributesToMerge.citation ),
+			value: attributes.value + attributesToMerge.value,
+			citation: attributes.citation + attributesToMerge.citation,
 		};
 	},
 
@@ -238,7 +244,7 @@ export const settings = {
 			attributes: {
 				...blockAttributes,
 				citation: {
-					source: 'rich-text',
+					source: 'html',
 					selector: 'footer',
 				},
 				style: {
diff --git a/packages/block-library/src/quote/test/__snapshots__/index.js.snap b/packages/block-library/src/quote/test/__snapshots__/index.js.snap
index 6ee688b9c96e7..813b6d8417cb6 100644
--- a/packages/block-library/src/quote/test/__snapshots__/index.js.snap
+++ b/packages/block-library/src/quote/test/__snapshots__/index.js.snap
@@ -21,9 +21,7 @@ exports[`core/quote block edit matches snapshot 1`] = `
             contenteditable="true"
             data-is-placeholder-visible="true"
             role="textbox"
-          >
-            <p />
-          </div>
+          />
           <div
             class="editor-rich-text__tinymce"
           >
diff --git a/packages/block-library/src/subhead/index.js b/packages/block-library/src/subhead/index.js
index 77c7c4324e2b2..2a9b6cec48d6d 100644
--- a/packages/block-library/src/subhead/index.js
+++ b/packages/block-library/src/subhead/index.js
@@ -30,7 +30,7 @@ export const settings = {
 
 	attributes: {
 		content: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'p',
 		},
 		align: {
diff --git a/packages/block-library/src/table/index.js b/packages/block-library/src/table/index.js
index 40dc0f260657f..f2435d6c6ba94 100644
--- a/packages/block-library/src/table/index.js
+++ b/packages/block-library/src/table/index.js
@@ -58,7 +58,7 @@ function getTableSectionAttributeSchema( section ) {
 				selector: 'td,th',
 				query: {
 					content: {
-						source: 'rich-text',
+						source: 'html',
 					},
 					tag: {
 						type: 'string',
diff --git a/packages/block-library/src/table/state.js b/packages/block-library/src/table/state.js
index 1c00c2582db58..233d181650c2d 100644
--- a/packages/block-library/src/table/state.js
+++ b/packages/block-library/src/table/state.js
@@ -3,11 +3,6 @@
  */
 import { times } from 'lodash';
 
-/**
- * WordPress dependencies
- */
-import { create } from '@wordpress/rich-text';
-
 /**
  * Creates a table state.
  *
@@ -23,7 +18,7 @@ export function createTable( {
 	return {
 		body: times( rowCount, () => ( {
 			cells: times( columnCount, () => ( {
-				content: create(),
+				content: '',
 				tag: 'td',
 			} ) ),
 		} ) ),
@@ -89,7 +84,7 @@ export function insertRow( state, {
 			...state[ section ].slice( 0, rowIndex ),
 			{
 				cells: times( cellCount, () => ( {
-					content: create(),
+					content: '',
 					tag: 'td',
 				} ) ),
 			},
@@ -134,7 +129,7 @@ export function insertColumn( state, {
 			cells: [
 				...row.cells.slice( 0, columnIndex ),
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 				...row.cells.slice( columnIndex ),
diff --git a/packages/block-library/src/table/test/state.js b/packages/block-library/src/table/test/state.js
index 9bd1326f0a55f..c684333283738 100644
--- a/packages/block-library/src/table/test/state.js
+++ b/packages/block-library/src/table/test/state.js
@@ -3,11 +3,6 @@
  */
 import deepFreeze from 'deep-freeze';
 
-/**
- * WordPress dependencies
- */
-import { create } from '@wordpress/rich-text';
-
 /**
  * Internal dependencies
  */
@@ -25,11 +20,11 @@ const table = deepFreeze( {
 		{
 			cells: [
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 			],
@@ -37,11 +32,11 @@ const table = deepFreeze( {
 		{
 			cells: [
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 			],
@@ -54,11 +49,11 @@ const tableWithContent = deepFreeze( {
 		{
 			cells: [
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 			],
@@ -66,11 +61,11 @@ const tableWithContent = deepFreeze( {
 		{
 			cells: [
 				{
-					content: create(),
+					content: '',
 					tag: 'td',
 				},
 				{
-					content: create( { text: 'test' } ),
+					content: 'test',
 					tag: 'td',
 				},
 			],
@@ -92,7 +87,7 @@ describe( 'updateCellContent', () => {
 			section: 'body',
 			rowIndex: 1,
 			columnIndex: 1,
-			content: create( { text: 'test' } ),
+			content: 'test',
 		} );
 
 		expect( state ).toEqual( tableWithContent );
@@ -111,11 +106,11 @@ describe( 'insertRow', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 					],
@@ -123,11 +118,11 @@ describe( 'insertRow', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create( { text: 'test' } ),
+							content: 'test',
 							tag: 'td',
 						},
 					],
@@ -135,11 +130,11 @@ describe( 'insertRow', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 					],
@@ -163,15 +158,15 @@ describe( 'insertColumn', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 					],
@@ -179,15 +174,15 @@ describe( 'insertColumn', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create( { text: 'test' } ),
+							content: 'test',
 							tag: 'td',
 						},
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 					],
@@ -211,11 +206,11 @@ describe( 'deleteRow', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 						{
-							content: create( { text: 'test' } ),
+							content: 'test',
 							tag: 'td',
 						},
 					],
@@ -239,7 +234,7 @@ describe( 'deleteColumn', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 					],
@@ -247,7 +242,7 @@ describe( 'deleteColumn', () => {
 				{
 					cells: [
 						{
-							content: create( { text: 'test' } ),
+							content: 'test',
 							tag: 'td',
 						},
 					],
@@ -264,7 +259,7 @@ describe( 'deleteColumn', () => {
 				{
 					cells: [
 						{
-							content: create(),
+							content: '',
 							tag: 'td',
 						},
 					],
@@ -272,7 +267,7 @@ describe( 'deleteColumn', () => {
 				{
 					cells: [
 						{
-							content: create( { text: 'test' } ),
+							content: 'test',
 							tag: 'td',
 						},
 					],
diff --git a/packages/block-library/src/text-columns/index.js b/packages/block-library/src/text-columns/index.js
index 8747662cd3034..6029199d8c3b4 100644
--- a/packages/block-library/src/text-columns/index.js
+++ b/packages/block-library/src/text-columns/index.js
@@ -42,7 +42,7 @@ export const settings = {
 			selector: 'p',
 			query: {
 				children: {
-					source: 'rich-text',
+					source: 'html',
 				},
 			},
 			default: [
diff --git a/packages/block-library/src/verse/index.js b/packages/block-library/src/verse/index.js
index e48217fd8c0f2..664154ae43630 100644
--- a/packages/block-library/src/verse/index.js
+++ b/packages/block-library/src/verse/index.js
@@ -9,7 +9,6 @@ import {
 	BlockControls,
 	AlignmentToolbar,
 } from '@wordpress/editor';
-import { concat } from '@wordpress/rich-text';
 
 export const name = 'core/verse';
 
@@ -26,7 +25,7 @@ export const settings = {
 
 	attributes: {
 		content: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'pre',
 		},
 		textAlign: {
@@ -98,7 +97,7 @@ export const settings = {
 
 	merge( attributes, attributesToMerge ) {
 		return {
-			content: concat( attributes.content, attributesToMerge.content ),
+			content: attributes.content + attributesToMerge.content,
 		};
 	},
 };
diff --git a/packages/block-library/src/video/index.js b/packages/block-library/src/video/index.js
index 9a482826dce10..3320e88cd93bf 100644
--- a/packages/block-library/src/video/index.js
+++ b/packages/block-library/src/video/index.js
@@ -32,7 +32,7 @@ export const settings = {
 			attribute: 'autoplay',
 		},
 		caption: {
-			source: 'rich-text',
+			source: 'html',
 			selector: 'figcaption',
 		},
 		controls: {
diff --git a/packages/blocks/src/api/children.js b/packages/blocks/src/api/children.js
index 0974c52fb4e8e..c31064f5e22a9 100644
--- a/packages/blocks/src/api/children.js
+++ b/packages/blocks/src/api/children.js
@@ -6,7 +6,6 @@ import { castArray } from 'lodash';
 /**
  * WordPress dependencies
  */
-import deprecated from '@wordpress/deprecated';
 import { renderToString } from '@wordpress/element';
 
 /**
@@ -45,12 +44,6 @@ export function getSerializeCapableElement( children ) {
  * @return {Array<WPBlockNode>} An array of individual block nodes.
  */
 function getChildrenArray( children ) {
-	deprecated( 'children and node source', {
-		alternative: 'rich-text source',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	// The fact that block children are compatible with the element serializer
 	// is merely an implementation detail that currently serves to be true, but
 	// should not be mistaken as being a guarantee on the external API.
@@ -66,12 +59,6 @@ function getChildrenArray( children ) {
  * @return {WPBlockChildren} Concatenated block node.
  */
 export function concat( ...blockNodes ) {
-	deprecated( 'wp.blocks.children.concat', {
-		alternative: 'wp.richText.concat',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	const result = [];
 	for ( let i = 0; i < blockNodes.length; i++ ) {
 		const blockNode = castArray( blockNodes[ i ] );
@@ -102,12 +89,6 @@ export function concat( ...blockNodes ) {
  * @return {WPBlockChildren} Block children equivalent to DOM nodes.
  */
 export function fromDOM( domNodes ) {
-	deprecated( 'wp.blocks.children.fromDom', {
-		alternative: 'wp.richText.create',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	const result = [];
 	for ( let i = 0; i < domNodes.length; i++ ) {
 		try {
@@ -128,12 +109,6 @@ export function fromDOM( domNodes ) {
  * @return {string} String HTML representation of block node.
  */
 export function toHTML( children ) {
-	deprecated( 'wp.blocks.children.toHTML', {
-		alternative: 'wp.richText.toHTMLString',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	const element = getSerializeCapableElement( children );
 
 	return renderToString( element );
@@ -148,12 +123,6 @@ export function toHTML( children ) {
  * @return {Function} hpq matcher.
  */
 export function matcher( selector ) {
-	deprecated( 'wp.blocks.children.matcher', {
-		hint: 'Use the rich-text source.',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	return ( domNode ) => {
 		let match = domNode;
 
diff --git a/packages/blocks/src/api/factory.js b/packages/blocks/src/api/factory.js
index b515cab33323a..02b05dddd60be 100644
--- a/packages/blocks/src/api/factory.js
+++ b/packages/blocks/src/api/factory.js
@@ -20,8 +20,6 @@ import {
  * WordPress dependencies
  */
 import { createHooks, applyFilters } from '@wordpress/hooks';
-import { create } from '@wordpress/rich-text';
-import deprecated from '@wordpress/deprecated';
 
 /**
  * Internal dependencies
@@ -52,22 +50,7 @@ export function createBlock( name, blockAttributes = {}, innerBlocks = [] ) {
 			result[ key ] = schema.default;
 		}
 
-		if ( schema.source === 'rich-text' ) {
-			// Ensure value passed is always a rich text value.
-			if ( typeof result[ key ] === 'string' ) {
-				result[ key ] = create( { text: result[ key ] } );
-			} else if ( ! result[ key ] || ! result[ key ].text ) {
-				result[ key ] = create();
-			}
-		}
-
 		if ( [ 'node', 'children' ].indexOf( schema.source ) !== -1 ) {
-			deprecated( `${ schema.source } source`, {
-				alternative: 'rich-text source',
-				plugin: 'Gutenberg',
-				version: '4.4',
-			} );
-
 			// Ensure value passed is always an array, which we're expecting in
 			// the RichText component to handle the deprecated value.
 			if ( typeof result[ key ] === 'string' ) {
diff --git a/packages/blocks/src/api/matchers.js b/packages/blocks/src/api/matchers.js
index 604dfb6249e0f..7a6ac84891658 100644
--- a/packages/blocks/src/api/matchers.js
+++ b/packages/blocks/src/api/matchers.js
@@ -1,12 +1,7 @@
 /**
  * External dependencies
  */
-export { attr, prop, html, text, query } from 'hpq';
-
-/**
- * WordPress dependencies
- */
-import { create } from '@wordpress/rich-text';
+export { attr, prop, text, query } from 'hpq';
 
 /**
  * Internal dependencies
@@ -14,7 +9,7 @@ import { create } from '@wordpress/rich-text';
 export { matcher as node } from './node';
 export { matcher as children } from './children';
 
-export function richText( selector, multilineTag ) {
+export function html( selector, multilineTag ) {
 	return ( domNode ) => {
 		let match = domNode;
 
@@ -22,9 +17,27 @@ export function richText( selector, multilineTag ) {
 			match = domNode.querySelector( selector );
 		}
 
-		return create( {
-			element: match,
-			multilineTag,
-		} );
+		if ( ! match ) {
+			return '';
+		}
+
+		if ( multilineTag ) {
+			let value = '';
+			const length = match.children.length;
+
+			for ( let index = 0; index < length; index++ ) {
+				const child = match.children[ index ];
+
+				if ( child.nodeName.toLowerCase() !== multilineTag ) {
+					continue;
+				}
+
+				value += child.outerHTML;
+			}
+
+			return value;
+		}
+
+		return match.innerHTML;
 	};
 }
diff --git a/packages/blocks/src/api/node.js b/packages/blocks/src/api/node.js
index 8be74944fb726..abcacf2b41c0c 100644
--- a/packages/blocks/src/api/node.js
+++ b/packages/blocks/src/api/node.js
@@ -1,8 +1,3 @@
-/**
- * WordPress dependencies
- */
-import deprecated from '@wordpress/deprecated';
-
 /**
  * Internal dependencies
  */
@@ -34,12 +29,6 @@ const { TEXT_NODE, ELEMENT_NODE } = window.Node;
  * @return {boolean} Whether node is of intended type.
  */
 function isNodeOfType( node, type ) {
-	deprecated( 'wp.blocks.node.isNodeOfType', {
-		alternative: 'node.type',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	return node && node.type === type;
 }
 
@@ -74,12 +63,6 @@ export function getNamedNodeMapAsObject( nodeMap ) {
  * @return {WPBlockNode} Block node equivalent to DOM node.
  */
 export function fromDOM( domNode ) {
-	deprecated( 'wp.blocks.node.fromDOM', {
-		alternative: 'wp.richText.create',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	if ( domNode.nodeType === TEXT_NODE ) {
 		return domNode.nodeValue;
 	}
@@ -108,12 +91,6 @@ export function fromDOM( domNode ) {
  * @return {string} String HTML representation of block node.
  */
 export function toHTML( node ) {
-	deprecated( 'wp.blocks.node.toHTML', {
-		alternative: 'wp.richText.toHTMLString',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	return children.toHTML( [ node ] );
 }
 
@@ -126,12 +103,6 @@ export function toHTML( node ) {
  * @return {Function} hpq matcher.
  */
 export function matcher( selector ) {
-	deprecated( 'node source', {
-		alternative: 'rich-text source',
-		plugin: 'Gutenberg',
-		version: '4.4',
-	} );
-
 	return ( domNode ) => {
 		let match = domNode;
 
diff --git a/packages/blocks/src/api/parser.js b/packages/blocks/src/api/parser.js
index 9c80636e35647..d71fdbe0ac38e 100644
--- a/packages/blocks/src/api/parser.js
+++ b/packages/blocks/src/api/parser.js
@@ -19,7 +19,7 @@ import { getBlockType, getUnknownTypeHandlerName } from './registration';
 import { createBlock } from './factory';
 import { isValidBlock } from './validation';
 import { getCommentDelimitedContent } from './serializer';
-import { attr, html, text, query, node, children, prop, richText } from './matchers';
+import { attr, html, text, query, node, children, prop } from './matchers';
 
 /**
  * Sources which are guaranteed to return a string value.
@@ -191,15 +191,13 @@ export function matcherFromSource( sourceConfig ) {
 
 			return matcher;
 		case 'html':
-			return html( sourceConfig.selector );
+			return html( sourceConfig.selector, sourceConfig.multiline );
 		case 'text':
 			return text( sourceConfig.selector );
 		case 'children':
 			return children( sourceConfig.selector );
 		case 'node':
 			return node( sourceConfig.selector );
-		case 'rich-text':
-			return richText( sourceConfig.selector, sourceConfig.multiline );
 		case 'query':
 			const subMatchers = mapValues( sourceConfig.query, matcherFromSource );
 			return query( sourceConfig.selector, subMatchers );
@@ -240,7 +238,7 @@ export function parseWithAttributeSchema( innerHTML, attributeSchema ) {
  * @return {*} Attribute value.
  */
 export function getBlockAttribute( attributeKey, attributeSchema, innerHTML, commentAttributes ) {
-	let { type } = attributeSchema;
+	const { type } = attributeSchema;
 	let value;
 
 	switch ( attributeSchema.source ) {
@@ -258,9 +256,6 @@ export function getBlockAttribute( attributeKey, attributeSchema, innerHTML, com
 		case 'tag':
 			value = parseWithAttributeSchema( innerHTML, attributeSchema );
 			break;
-		case 'rich-text':
-			type = 'object';
-			value = parseWithAttributeSchema( innerHTML, attributeSchema );
 	}
 
 	if ( value !== undefined ) {
diff --git a/packages/blocks/src/api/templates.js b/packages/blocks/src/api/templates.js
index 9e37742d2ecc4..d09be49453e70 100644
--- a/packages/blocks/src/api/templates.js
+++ b/packages/blocks/src/api/templates.js
@@ -1,12 +1,18 @@
 /**
  * External dependencies
  */
-import { every, map } from 'lodash';
+import { every, map, get, mapValues, isArray } from 'lodash';
+
+/**
+ * WordPress dependencies
+ */
+import { renderToString } from '@wordpress/element';
 
 /**
  * Internal dependencies
  */
 import { createBlock } from './factory';
+import { getBlockType } from './registration';
 
 /**
  * Checks whether a list of blocks matches a template by comparing the block names.
@@ -56,9 +62,44 @@ export function synchronizeBlocksWithTemplate( blocks = [], template ) {
 			return { ...block, innerBlocks };
 		}
 
+		// To support old templates that were using the "children" format
+		// for the attributes using "html" strings now, we normalize the template attributes
+		// before creating the blocks.
+
+		const blockType = getBlockType( name );
+		const isHTMLAttribute = ( attributeDefinition ) => get( attributeDefinition, [ 'source' ] ) === 'html';
+		const isQueryAttribute = ( attributeDefinition ) => get( attributeDefinition, [ 'source' ] ) === 'query';
+
+		const normalizeAttributes = ( schema, values ) => {
+			return mapValues( values, ( value, key ) => {
+				return normalizeAttribute( schema[ key ], value );
+			} );
+		};
+		const normalizeAttribute = ( definition, value ) => {
+			if ( isHTMLAttribute( definition ) && isArray( value ) ) {
+				// Introduce a deprecated call at this point
+				// When we're confident that "children" format should be removed from the templates.
+
+				return renderToString( value );
+			}
+
+			if ( isQueryAttribute( definition ) && value ) {
+				return value.map( ( subValues ) => {
+					return normalizeAttributes( definition.query, subValues );
+				} );
+			}
+
+			return value;
+		};
+
+		const normalizedAttributes = normalizeAttributes(
+			get( blockType, [ 'attributes' ], {} ),
+			attributes
+		);
+
 		return createBlock(
 			name,
-			attributes,
+			normalizedAttributes,
 			synchronizeBlocksWithTemplate( [], innerBlocksTemplate )
 		);
 	} );
diff --git a/packages/blocks/src/api/test/children.js b/packages/blocks/src/api/test/children.js
index 0b997bb2ada90..cc3fe5d76d28a 100644
--- a/packages/blocks/src/api/test/children.js
+++ b/packages/blocks/src/api/test/children.js
@@ -55,7 +55,6 @@ describe( 'concat', () => {
 			},
 		);
 
-		expect( console ).toHaveWarned();
 		expect( result ).toEqual( [
 			{
 				type: 'strong',
@@ -112,7 +111,6 @@ describe( 'toHTML', () => {
 
 		const html = toHTML( children );
 
-		expect( console ).toHaveWarned();
 		expect( html ).toBe( 'This is a <strong>test</strong>!' );
 	} );
 } );
@@ -124,7 +122,6 @@ describe( 'fromDOM', () => {
 
 		const blockNode = fromDOM( node.childNodes );
 
-		expect( console ).toHaveWarned();
 		expect( blockNode ).toEqual( [
 			'This ',
 			{
diff --git a/packages/blocks/src/api/test/factory.js b/packages/blocks/src/api/test/factory.js
index 6399f09493f39..b6f563bafa3a6 100644
--- a/packages/blocks/src/api/test/factory.js
+++ b/packages/blocks/src/api/test/factory.js
@@ -92,7 +92,6 @@ describe( 'block factory', () => {
 
 			const block = createBlock( 'core/test-block' );
 
-			expect( console ).toHaveWarned();
 			expect( block.attributes ).toEqual( {
 				content: [],
 			} );
@@ -141,7 +140,7 @@ describe( 'block factory', () => {
 				...defaultBlockSettings,
 				attributes: {
 					content: {
-						source: 'rich-text',
+						source: 'html',
 					},
 				},
 			} );
@@ -151,10 +150,7 @@ describe( 'block factory', () => {
 			} );
 
 			expect( block.attributes ).toEqual( {
-				content: {
-					formats: [ , , , , ],
-					text: 'test',
-				},
+				content: 'test',
 			} );
 		} );
 	} );
diff --git a/packages/blocks/src/api/test/matchers.js b/packages/blocks/src/api/test/matchers.js
index 36ce2c07a1f34..32d1246a2e9d6 100644
--- a/packages/blocks/src/api/test/matchers.js
+++ b/packages/blocks/src/api/test/matchers.js
@@ -18,7 +18,6 @@ describe( 'matchers', () => {
 		it( 'should return a source function', () => {
 			const source = sources.children();
 
-			expect( console ).toHaveWarned();
 			expect( typeof source ).toBe( 'function' );
 		} );
 
@@ -28,7 +27,6 @@ describe( 'matchers', () => {
 			const html = '<blockquote><p>A delicious sundae dessert</p></blockquote>';
 			const match = parse( html, sources.children() );
 
-			expect( console ).toHaveWarned();
 			expect( renderToString( match ) ).toBe( html );
 		} );
 	} );
@@ -37,7 +35,6 @@ describe( 'matchers', () => {
 		it( 'should return a source function', () => {
 			const source = sources.node();
 
-			expect( console ).toHaveWarned();
 			expect( typeof source ).toBe( 'function' );
 		} );
 
diff --git a/packages/blocks/src/api/test/node.js b/packages/blocks/src/api/test/node.js
index 6f78a5f96c518..447395a24ed12 100644
--- a/packages/blocks/src/api/test/node.js
+++ b/packages/blocks/src/api/test/node.js
@@ -31,7 +31,6 @@ describe( 'toHTML', () => {
 
 		const html = toHTML( blockNode );
 
-		expect( console ).toHaveWarned();
 		expect( html ).toBe( '<strong class="is-extra-strong">This is a test</strong>' );
 	} );
 } );
@@ -42,7 +41,6 @@ describe( 'fromDOM', () => {
 
 		const blockNode = fromDOM( node );
 
-		expect( console ).toHaveWarned();
 		expect( blockNode ).toBe( 'Hello world' );
 	} );
 
@@ -59,7 +57,6 @@ describe( 'fromDOM', () => {
 
 		const blockNode = fromDOM( node );
 
-		expect( console ).toHaveWarned();
 		expect( blockNode ).toEqual( {
 			type: 'strong',
 			props: {
diff --git a/packages/editor/src/components/block-list/test/block-html.js b/packages/editor/src/components/block-list/test/block-html.js
index 7410aa74ba933..442e55de3f5bb 100644
--- a/packages/editor/src/components/block-list/test/block-html.js
+++ b/packages/editor/src/components/block-list/test/block-html.js
@@ -8,7 +8,6 @@ import { shallow } from 'enzyme';
  */
 import { createBlock } from '@wordpress/blocks';
 import { registerCoreBlocks } from '@wordpress/block-library';
-import { create } from '@wordpress/rich-text';
 
 /**
  * Internal dependencies
@@ -35,7 +34,7 @@ describe( 'BlockHTML', () => {
 
 		it( 'use block content for a valid block', () => {
 			const block = createBlock( 'core/paragraph', {
-				content: create( { text: 'test-block' } ),
+				content: 'test-block',
 				isValid: true,
 			} );
 
diff --git a/packages/editor/src/components/document-outline/test/__snapshots__/index.js.snap b/packages/editor/src/components/document-outline/test/__snapshots__/index.js.snap
index 7f799c687d240..a038d12930951 100644
--- a/packages/editor/src/components/document-outline/test/__snapshots__/index.js.snap
+++ b/packages/editor/src/components/document-outline/test/__snapshots__/index.js.snap
@@ -13,29 +13,9 @@ exports[`DocumentOutline header blocks present should match snapshot 1`] = `
       path={Array []}
     >
       <Component
-        format="rich-text"
+        format="string"
         tagName="span"
-        value={
-          Object {
-            "formats": Array [
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-            ],
-            "text": "Heading parent",
-          }
-        }
+        value="Heading parent"
       />
     </TableOfContentsItem>
     <TableOfContentsItem
@@ -46,28 +26,9 @@ exports[`DocumentOutline header blocks present should match snapshot 1`] = `
       path={Array []}
     >
       <Component
-        format="rich-text"
+        format="string"
         tagName="span"
-        value={
-          Object {
-            "formats": Array [
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-            ],
-            "text": "Heading child",
-          }
-        }
+        value="Heading child"
       />
     </TableOfContentsItem>
   </ul>
@@ -87,24 +48,9 @@ exports[`DocumentOutline header blocks present should render warnings for multip
       path={Array []}
     >
       <Component
-        format="rich-text"
+        format="string"
         tagName="span"
-        value={
-          Object {
-            "formats": Array [
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-            ],
-            "text": "Heading 1",
-          }
-        }
+        value="Heading 1"
       />
       <br
         key="incorrect-break-multiple-h1"
@@ -123,24 +69,9 @@ exports[`DocumentOutline header blocks present should render warnings for multip
       path={Array []}
     >
       <Component
-        format="rich-text"
+        format="string"
         tagName="span"
-        value={
-          Object {
-            "formats": Array [
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-              undefined,
-            ],
-            "text": "Heading 1",
-          }
-        }
+        value="Heading 1"
       />
       <br
         key="incorrect-break-multiple-h1"
diff --git a/packages/editor/src/components/document-outline/test/index.js b/packages/editor/src/components/document-outline/test/index.js
index 7f3cc601fd5d8..a3fe67f9eab94 100644
--- a/packages/editor/src/components/document-outline/test/index.js
+++ b/packages/editor/src/components/document-outline/test/index.js
@@ -7,7 +7,6 @@ import { mount, shallow } from 'enzyme';
  * WordPress dependencies
  */
 import { createBlock, registerBlockType, unregisterBlockType } from '@wordpress/blocks';
-import { create } from '@wordpress/rich-text';
 
 /**
  * Internal dependencies
@@ -51,15 +50,15 @@ describe( 'DocumentOutline', () => {
 
 		paragraph = createBlock( 'core/paragraph' );
 		headingH1 = createBlock( 'core/heading', {
-			content: create( { text: 'Heading 1' } ),
+			content: 'Heading 1',
 			level: 1,
 		} );
 		headingParent = createBlock( 'core/heading', {
-			content: create( { text: 'Heading parent' } ),
+			content: 'Heading parent',
 			level: 2,
 		} );
 		headingChild = createBlock( 'core/heading', {
-			content: create( { text: 'Heading child' } ),
+			content: 'Heading child',
 			level: 3,
 		} );
 
diff --git a/packages/editor/src/components/rich-text/index.js b/packages/editor/src/components/rich-text/index.js
index e7bf658f683d7..e239b023f34f3 100644
--- a/packages/editor/src/components/rich-text/index.js
+++ b/packages/editor/src/components/rich-text/index.js
@@ -9,6 +9,7 @@ import {
 	isNil,
 	noop,
 	isEqual,
+	omit,
 } from 'lodash';
 import memize from 'memize';
 
@@ -784,12 +785,14 @@ export class RichText extends Component {
 			const record = this.formatToValue( value );
 
 			if ( this.isActive() ) {
-				const length = getTextContent( prevProps.value ).length;
+				const prevRecord = this.formatToValue( prevProps.value );
+				const length = getTextContent( prevRecord ).length;
 				record.start = length;
 				record.end = length;
 			}
 
 			this.applyRecord( record );
+			this.savedContent = value;
 		}
 	}
 
@@ -939,7 +942,8 @@ export class RichText extends Component {
 
 RichText.defaultProps = {
 	formattingControls: FORMATTING_CONTROLS.map( ( { format } ) => format ),
-	format: 'rich-text',
+	format: 'string',
+	value: '',
 };
 
 const RichTextContainer = compose( [
@@ -987,40 +991,39 @@ const RichTextContainer = compose( [
 	withSafeTimeout,
 ] )( RichText );
 
-RichTextContainer.Content = ( { value, format, tagName: Tag, multiline, ...props } ) => {
+RichTextContainer.Content = ( { value, tagName: Tag, multiline: MultilineTag, ...props } ) => {
 	let html = value;
 
 	// Handle deprecated `children` and `node` sources.
 	if ( Array.isArray( value ) ) {
 		html = children.toHTML( value );
-	} else if ( format !== 'string' ) {
-		html = toHTMLString( value, multiline );
+	}
+
+	if ( ! html && MultilineTag ) {
+		html = `<${ MultilineTag }></${ MultilineTag }>`;
 	}
 
 	const content = <RawHTML>{ html }</RawHTML>;
 
 	if ( Tag ) {
-		return <Tag { ...props }>{ content }</Tag>;
+		return <Tag { ...omit( props, [ 'format' ] ) }>{ content }</Tag>;
 	}
 
 	return content;
 };
 
-RichTextContainer.isEmpty = ( value ) => {
+RichTextContainer.isEmpty = ( value = '' ) => {
 	// Handle deprecated `children` and `node` sources.
 	if ( Array.isArray( value ) ) {
 		return ! value || value.length === 0;
 	}
 
-	if ( typeof value === 'string' ) {
-		return value.length === 0;
-	}
-
-	return isEmpty( value );
+	return value.length === 0;
 };
 
 RichTextContainer.Content.defaultProps = {
-	format: 'rich-text',
+	format: 'string',
+	value: '',
 };
 
 export default RichTextContainer;
diff --git a/packages/editor/src/components/rich-text/index.native.js b/packages/editor/src/components/rich-text/index.native.js
index 617f5f0ea04b3..e2715369f7cdb 100644
--- a/packages/editor/src/components/rich-text/index.native.js
+++ b/packages/editor/src/components/rich-text/index.native.js
@@ -13,7 +13,6 @@ import {
  */
 import { Component, RawHTML } from '@wordpress/element';
 import { withInstanceId, compose } from '@wordpress/compose';
-import { toHTMLString } from '@wordpress/rich-text';
 import { Toolbar } from '@wordpress/components';
 
 /**
@@ -179,7 +178,7 @@ export class RichText extends Component {
 			} ) );
 
 		// Save back to HTML from React tree
-		const html = '<' + tagName + '>' + toHTMLString( value ) + '</' + tagName + '>';
+		const html = '<' + tagName + '>' + value + '</' + tagName + '>';
 
 		return (
 			<View>
@@ -208,7 +207,7 @@ export class RichText extends Component {
 
 RichText.defaultProps = {
 	formattingControls: FORMATTING_CONTROLS.map( ( { format } ) => format ),
-	format: 'children',
+	format: 'string',
 };
 
 const RichTextContainer = compose( [
@@ -221,10 +220,6 @@ RichTextContainer.Content = ( { value, format, tagName: Tag, ...props } ) => {
 		case 'string':
 			content = <RawHTML>{ value }</RawHTML>;
 			break;
-
-		case 'children':
-			content = <RawHTML>{ toHTMLString( value ) }</RawHTML>;
-			break;
 	}
 
 	if ( Tag ) {
@@ -237,7 +232,7 @@ RichTextContainer.Content = ( { value, format, tagName: Tag, ...props } ) => {
 RichTextContainer.isEmpty = isRichTextValueEmpty;
 
 RichTextContainer.Content.defaultProps = {
-	format: 'children',
+	format: 'string',
 };
 
 export default RichTextContainer;
diff --git a/test/e2e/specs/deprecated-node-matcher.test.js b/test/e2e/specs/deprecated-node-matcher.test.js
index e9de62e3e207b..885ab8c9d4d6c 100644
--- a/test/e2e/specs/deprecated-node-matcher.test.js
+++ b/test/e2e/specs/deprecated-node-matcher.test.js
@@ -27,7 +27,6 @@ describe( 'Deprecated Node Matcher', () => {
 		await insertBlock( 'Deprecated Node Matcher' );
 		await page.keyboard.type( 'test' );
 		await page.keyboard.press( 'Enter' );
-		expect( console ).toHaveWarned();
 		expect( await getEditedPostContent() ).toMatchSnapshot();
 	} );
 
@@ -40,7 +39,6 @@ describe( 'Deprecated Node Matcher', () => {
 		await page.keyboard.press( 'ArrowLeft' );
 		await page.keyboard.up( 'Shift' );
 		await pressWithModifier( META_KEY, 'b' );
-		expect( console ).toHaveWarned();
 		expect( await getEditedPostContent() ).toMatchSnapshot();
 	} );
 } );
diff --git a/test/e2e/specs/splitting-merging.test.js b/test/e2e/specs/splitting-merging.test.js
index 7acee5bbe26e0..d059fbf42ea63 100644
--- a/test/e2e/specs/splitting-merging.test.js
+++ b/test/e2e/specs/splitting-merging.test.js
@@ -63,7 +63,7 @@ describe( 'splitting and merging blocks', () => {
 		await page.keyboard.press( 'Backspace' );
 
 		// Replace contents of first paragraph with "Bar".
-		await pressTimes( 'Backspace', 3 );
+		await pressTimes( 'Backspace', 4 );
 		await page.keyboard.type( 'Bar' );
 
 		expect( await getEditedPostContent() ).toMatchSnapshot();
diff --git a/test/e2e/test-plugins/block-icons.php b/test/e2e/test-plugins/block-icons.php
index b07a1e903657e..0110f2cb68719 100644
--- a/test/e2e/test-plugins/block-icons.php
+++ b/test/e2e/test-plugins/block-icons.php
@@ -16,7 +16,6 @@
 		'wp-editor',
 		'wp-hooks',
 		'wp-i18n',
-		'wp-rich-text',
 	),
 	filemtime( plugin_dir_path( __FILE__ ) . 'block-icons/index.js' ),
 	true
diff --git a/test/e2e/test-plugins/block-icons/index.js b/test/e2e/test-plugins/block-icons/index.js
index 1c351147fda3f..705b03ebfbc91 100644
--- a/test/e2e/test-plugins/block-icons/index.js
+++ b/test/e2e/test-plugins/block-icons/index.js
@@ -1,6 +1,5 @@
 ( function() {
 	var registerBlockType = wp.blocks.registerBlockType;
-	var create = wp.richText.create;
 	var el = wp.element.createElement;
 	var InnerBlocks = wp.editor.InnerBlocks;
     var circle = el( 'circle', { cx: 10, cy: 10, r: 10, fill: 'red', stroke: 'blue', strokeWidth: '10' } );
@@ -19,7 +18,7 @@
 						allowedBlocks: [ 'core/paragraph', 'core/image' ],
 						template: [
 							[ 'core/paragraph', {
-								content: create( { text: 'TestSimpleSvgIcon' } ),
+								content: 'TestSimpleSvgIcon',
 							} ],
 						],
 					}
@@ -47,7 +46,7 @@
 						allowedBlocks: [ 'core/paragraph', 'core/image' ],
 						template: [
 							[ 'core/paragraph', {
-								content: create( { text: 'TestDashIcon' } ),
+								content: 'TestDashIcon',
 							} ],
 						],
 					}
@@ -77,7 +76,7 @@
 						allowedBlocks: [ 'core/paragraph', 'core/image' ],
 						template: [
 							[ 'core/paragraph', {
-								content: create( { text: 'TestFunctionIcon' } ),
+								content: 'TestFunctionIcon',
 							} ],
 						],
 					}
@@ -109,7 +108,7 @@
 						allowedBlocks: [ 'core/paragraph', 'core/image' ],
 						template: [
 							[ 'core/paragraph', {
-								content: create( { text: 'TestIconColors' } ),
+								content: 'TestIconColors',
 							} ],
 						],
 					}
@@ -140,7 +139,7 @@
 						allowedBlocks: [ 'core/paragraph', 'core/image' ],
 						template: [
 							[ 'core/paragraph', {
-								content: create( { text: 'TestIconColors' } ),
+								content: 'TestIconColors',
 							} ],
 						],
 					}
diff --git a/test/e2e/test-plugins/inner-blocks-templates/index.js b/test/e2e/test-plugins/inner-blocks-templates/index.js
index d4ca5d70c521d..2c478968dea90 100644
--- a/test/e2e/test-plugins/inner-blocks-templates/index.js
+++ b/test/e2e/test-plugins/inner-blocks-templates/index.js
@@ -2,12 +2,11 @@
 	var registerBlockType = wp.blocks.registerBlockType;
 	var el = wp.element.createElement;
 	var InnerBlocks = wp.editor.InnerBlocks;
-	var create = wp.richText.create;
 	var __ = wp.i18n.__;
 	var TEMPLATE = [
 		[ 'core/paragraph', {
 			fontSize: 'large',
-			content: create( { text: 'Content…' } ),
+			content: 'Content…',
 		} ],
 	];
 
diff --git a/test/integration/fixtures/apple-out.html b/test/integration/fixtures/apple-out.html
index 7c9e3a5b59fed..530bf8d34140c 100644
--- a/test/integration/fixtures/apple-out.html
+++ b/test/integration/fixtures/apple-out.html
@@ -19,7 +19,25 @@
 <!-- /wp:list -->
 
 <!-- wp:table -->
-<table class="wp-block-table"><tbody><tr><td>One</td><td>Two</td><td>Three</td></tr><tr><td>1</td><td>2</td><td>3</td></tr><tr><td>I</td><td>II</td><td>III</td></tr></tbody></table>
+<table class="wp-block-table"><tbody><tr><td>
+One
+</td><td>
+Two
+</td><td>
+Three
+</td></tr><tr><td>
+1
+</td><td>
+2
+</td><td>
+3
+</td></tr><tr><td>
+I
+</td><td>
+II
+</td><td>
+III
+</td></tr></tbody></table>
 <!-- /wp:table -->
 
 <!-- wp:paragraph -->
diff --git a/test/integration/fixtures/evernote-out.html b/test/integration/fixtures/evernote-out.html
index 27c8dc98ffc11..4d8c6c43b9c99 100644
--- a/test/integration/fixtures/evernote-out.html
+++ b/test/integration/fixtures/evernote-out.html
@@ -1,5 +1,7 @@
 <!-- wp:paragraph -->
-<p>This is a <em>paragraph</em>.<br>This is a <a href="https://w.org">link</a>.<br></p>
+<p>This is a <em>paragraph</em>.
+<br>This is a <a href="https://w.org">link</a>.
+<br></p>
 <!-- /wp:paragraph -->
 
 <!-- wp:list -->
@@ -15,7 +17,13 @@
 <!-- /wp:separator -->
 
 <!-- wp:table -->
-<table class="wp-block-table"><tbody><tr><td>One</td><td>Two</td><td>Three</td></tr><tr><td>Four</td><td>Five</td><td>Six</td></tr></tbody></table>
+<table class="wp-block-table"><tbody><tr><td>One
+</td><td>Two
+</td><td>Three
+</td></tr><tr><td>Four
+</td><td>Five
+</td><td>Six
+</td></tr></tbody></table>
 <!-- /wp:table -->
 
 <!-- wp:image -->
diff --git a/test/integration/fixtures/google-docs-out.html b/test/integration/fixtures/google-docs-out.html
index a8d31000403d6..541a75306b02c 100644
--- a/test/integration/fixtures/google-docs-out.html
+++ b/test/integration/fixtures/google-docs-out.html
@@ -33,4 +33,3 @@ <h2>This is a <em>heading</em></h2>
 <!-- wp:image -->
 <figure class="wp-block-image"><img src="https://lh4.googleusercontent.com/ID" alt=""/></figure>
 <!-- /wp:image -->
-
diff --git a/test/integration/fixtures/markdown-out.html b/test/integration/fixtures/markdown-out.html
index 62a402c79f001..cf83cf40050c4 100644
--- a/test/integration/fixtures/markdown-out.html
+++ b/test/integration/fixtures/markdown-out.html
@@ -7,7 +7,8 @@ <h1>This is a heading with <em>italic</em></h1>
 <!-- /wp:paragraph -->
 
 <!-- wp:paragraph -->
-<p>Preserve<br>line breaks please.</p>
+<p>Preserve<br>
+line breaks please.</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:heading -->
diff --git a/test/integration/fixtures/ms-word-online-out.html b/test/integration/fixtures/ms-word-online-out.html
index b61d20c6eb9c8..3088b7480877f 100644
--- a/test/integration/fixtures/ms-word-online-out.html
+++ b/test/integration/fixtures/ms-word-online-out.html
@@ -1,25 +1,25 @@
 <!-- wp:paragraph -->
-<p>This is a <em>heading</em> </p>
+<p>This is a <em>heading</em>&nbsp;</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:paragraph -->
-<p>This is a <strong>paragraph </strong>with a <a href="https://w.org/" target="_blank" rel="noreferrer noopener">link</a>. </p>
+<p>This is a <strong>paragraph </strong>with a <a href="https://w.org/" target="_blank" rel="noreferrer noopener">link</a>.&nbsp;</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:list -->
-<ul><li>A </li><li>Bulleted </li><li>Indented </li><li>List </li></ul>
+<ul><li>A&nbsp;</li><li>Bulleted&nbsp;</li><li>Indented&nbsp;</li><li>List&nbsp;</li></ul>
 <!-- /wp:list -->
 
 <!-- wp:list {"ordered":true} -->
-<ol><li>One </li><li>Two </li><li>Three </li></ol>
+<ol><li>One&nbsp;</li><li>Two&nbsp;</li><li>Three&nbsp;</li></ol>
 <!-- /wp:list -->
 
 <!-- wp:table -->
-<table class="wp-block-table"><tbody><tr><td>One </td><td>Two </td><td>Three </td></tr><tr><td>1 </td><td>2 </td><td>3 </td></tr><tr><td>I </td><td>II </td><td>III </td></tr></tbody></table>
+<table class="wp-block-table"><tbody><tr><td>One&nbsp;</td><td>Two&nbsp;</td><td>Three&nbsp;</td></tr><tr><td>1&nbsp;</td><td>2&nbsp;</td><td>3&nbsp;</td></tr><tr><td>I&nbsp;</td><td>II&nbsp;</td><td>III&nbsp;</td></tr></tbody></table>
 <!-- /wp:table -->
 
 <!-- wp:paragraph -->
-<p>An image: </p>
+<p>An image:&nbsp;</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:image -->
diff --git a/test/integration/fixtures/ms-word-out.html b/test/integration/fixtures/ms-word-out.html
index edf7209a4f8f3..c53c5aaeba2e9 100644
--- a/test/integration/fixtures/ms-word-out.html
+++ b/test/integration/fixtures/ms-word-out.html
@@ -1,9 +1,11 @@
 <!-- wp:paragraph -->
-<p>This is atitle</p>
+<p>This is a
+title</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:paragraph -->
-<p>This is asubtitle</p>
+<p>This is a
+subtitle</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:heading {"level":1} -->
@@ -27,7 +29,25 @@ <h2>This is a heading level 2</h2>
 <!-- /wp:list -->
 
 <!-- wp:table -->
-<table class="wp-block-table"><tbody><tr><td>  One  </td><td>  Two  </td><td>  Three  </td></tr><tr><td>  1  </td><td>  2  </td><td>  3  </td></tr><tr><td>  I  </td><td>  II  </td><td>  III  </td></tr></tbody></table>
+<table class="wp-block-table"><tbody><tr><td>
+  One
+  </td><td>
+  Two
+  </td><td>
+  Three
+  </td></tr><tr><td>
+  1
+  </td><td>
+  2
+  </td><td>
+  3
+  </td></tr><tr><td>
+  I
+  </td><td>
+  II
+  </td><td>
+  III
+  </td></tr></tbody></table>
 <!-- /wp:table -->
 
 <!-- wp:paragraph -->
diff --git a/test/integration/fixtures/ms-word-styled-out.html b/test/integration/fixtures/ms-word-styled-out.html
index a35ee97a42163..2eef7365f9668 100644
--- a/test/integration/fixtures/ms-word-styled-out.html
+++ b/test/integration/fixtures/ms-word-styled-out.html
@@ -1,7 +1,15 @@
 <!-- wp:paragraph -->
-<p><strong>Loremipsum dolor sit amet, consectetur adipiscing elit  </strong></p>
+<p>
+<strong>Lorem
+ipsum dolor sit amet, consectetur adipiscing elit&nbsp; </strong>
+</p>
 <!-- /wp:paragraph -->
 
 <!-- wp:paragraph -->
-<p>Loremipsum dolor sit amet, consectetur adipiscing elit. Pellentesquealiquet hendrerit auctor. Nam lobortis, est vel lacinia tincidunt,purus tellus vehicula ex, nec pharetra justo dui sed lorem. Namcongue laoreet massa, quis varius est tincidunt ut.</p>
+<p>
+Lorem
+ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque
+aliquet hendrerit auctor. Nam lobortis, est vel lacinia tincidunt,
+purus tellus vehicula ex, nec pharetra justo dui sed lorem. Nam
+congue laoreet massa, quis varius est tincidunt ut.</p>
 <!-- /wp:paragraph -->
diff --git a/test/integration/full-content/fixtures/core__audio.json b/test/integration/full-content/fixtures/core__audio.json
index 879f5f8371c9a..f9acbfdd8ce2d 100644
--- a/test/integration/full-content/fixtures/core__audio.json
+++ b/test/integration/full-content/fixtures/core__audio.json
@@ -5,10 +5,7 @@
         "isValid": true,
         "attributes": {
             "src": "https://media.simplecast.com/episodes/audio/80564/draft-podcast-51-livePublish2.mp3",
-            "caption": {
-                "formats": [],
-                "text": ""
-            },
+            "caption": "",
             "autoplay": false,
             "loop": false,
             "align": "right"
diff --git a/test/integration/full-content/fixtures/core__button__center.json b/test/integration/full-content/fixtures/core__button__center.json
index 4ccdc68fc2090..7334b3f483293 100644
--- a/test/integration/full-content/fixtures/core__button__center.json
+++ b/test/integration/full-content/fixtures/core__button__center.json
@@ -5,31 +5,7 @@
         "isValid": true,
         "attributes": {
             "url": "https://github.com/WordPress/gutenberg",
-            "text": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Help build Gutenberg"
-            },
+            "text": "Help build Gutenberg",
             "align": "center"
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__column.json b/test/integration/full-content/fixtures/core__column.json
index 358a0d4e94a75..aabfc10300c5e 100644
--- a/test/integration/full-content/fixtures/core__column.json
+++ b/test/integration/full-content/fixtures/core__column.json
@@ -10,36 +10,7 @@
                 "name": "core/paragraph",
                 "isValid": true,
                 "attributes": {
-                    "content": {
-                        "formats": [
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null
-                        ],
-                        "text": "Column One, Paragraph One"
-                    },
+                    "content": "Column One, Paragraph One",
                     "dropCap": false
                 },
                 "innerBlocks": [],
@@ -50,36 +21,7 @@
                 "name": "core/paragraph",
                 "isValid": true,
                 "attributes": {
-                    "content": {
-                        "formats": [
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null,
-                            null
-                        ],
-                        "text": "Column One, Paragraph Two"
-                    },
+                    "content": "Column One, Paragraph Two",
                     "dropCap": false
                 },
                 "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__columns.json b/test/integration/full-content/fixtures/core__columns.json
index bbadafd319fb8..2a446b72dc79d 100644
--- a/test/integration/full-content/fixtures/core__columns.json
+++ b/test/integration/full-content/fixtures/core__columns.json
@@ -18,36 +18,7 @@
                         "name": "core/paragraph",
                         "isValid": true,
                         "attributes": {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Column One, Paragraph One"
-                            },
+                            "content": "Column One, Paragraph One",
                             "dropCap": false
                         },
                         "innerBlocks": [],
@@ -58,36 +29,7 @@
                         "name": "core/paragraph",
                         "isValid": true,
                         "attributes": {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Column One, Paragraph Two"
-                            },
+                            "content": "Column One, Paragraph Two",
                             "dropCap": false
                         },
                         "innerBlocks": [],
@@ -107,36 +49,7 @@
                         "name": "core/paragraph",
                         "isValid": true,
                         "attributes": {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Column Two, Paragraph One"
-                            },
+                            "content": "Column Two, Paragraph One",
                             "dropCap": false
                         },
                         "innerBlocks": [],
@@ -147,38 +60,7 @@
                         "name": "core/paragraph",
                         "isValid": true,
                         "attributes": {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Column Three, Paragraph One"
-                            },
+                            "content": "Column Three, Paragraph One",
                             "dropCap": false
                         },
                         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__cover-image.json b/test/integration/full-content/fixtures/core__cover-image.json
index 1dfe4234cc147..342a160d3e4de 100644
--- a/test/integration/full-content/fixtures/core__cover-image.json
+++ b/test/integration/full-content/fixtures/core__cover-image.json
@@ -4,22 +4,7 @@
         "name": "core/cover-image",
         "isValid": true,
         "attributes": {
-            "title": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Guten Berg!"
-            },
+            "title": "Guten Berg!",
             "url": "https://cldup.com/uuUqE_dXzy.jpg",
             "contentAlign": "center",
             "hasParallax": false,
diff --git a/test/integration/full-content/fixtures/core__embed.json b/test/integration/full-content/fixtures/core__embed.json
index 11575f599e331..916935db4c4c3 100644
--- a/test/integration/full-content/fixtures/core__embed.json
+++ b/test/integration/full-content/fixtures/core__embed.json
@@ -5,47 +5,7 @@
         "isValid": true,
         "attributes": {
             "url": "https://example.com/",
-            "caption": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Embedded content from an example URL"
-            },
+            "caption": "Embedded content from an example URL",
             "allowResponsive": true
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__file__new-window.json b/test/integration/full-content/fixtures/core__file__new-window.json
index 8882cfdaf9d7b..4922f02880ecc 100644
--- a/test/integration/full-content/fixtures/core__file__new-window.json
+++ b/test/integration/full-content/fixtures/core__file__new-window.json
@@ -6,31 +6,11 @@
         "attributes": {
             "id": 176,
             "href": "http://localhost:8888/wp-content/uploads/2018/05/keycodes.js",
-            "fileName": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "6546"
-            },
+            "fileName": "6546",
             "textLinkHref": "http://localhost:8888/wp-content/uploads/2018/05/keycodes.js",
             "textLinkTarget": "_blank",
             "showDownloadButton": true,
-            "downloadButtonText": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Download"
-            }
+            "downloadButtonText": "Download"
         },
         "innerBlocks": [],
         "originalContent": "<div class=\"wp-block-file\"><a href=\"http://localhost:8888/wp-content/uploads/2018/05/keycodes.js\" target=\"_blank\" rel=\"noreferrer noopener\">6546</a><a href=\"http://localhost:8888/wp-content/uploads/2018/05/keycodes.js\" class=\"wp-block-file__button\" download=\"6546\">Download</a></div>"
diff --git a/test/integration/full-content/fixtures/core__file__no-download-button.json b/test/integration/full-content/fixtures/core__file__no-download-button.json
index f2ba1e521615e..44ff5553acbe1 100644
--- a/test/integration/full-content/fixtures/core__file__no-download-button.json
+++ b/test/integration/full-content/fixtures/core__file__no-download-button.json
@@ -6,26 +6,10 @@
         "attributes": {
             "id": 176,
             "href": "http://localhost:8888/wp-content/uploads/2018/05/keycodes.js",
-            "fileName": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "lkjfijwef"
-            },
+            "fileName": "lkjfijwef",
             "textLinkHref": "http://localhost:8888/?attachment_id=176",
             "showDownloadButton": false,
-            "downloadButtonText": {
-                "formats": [],
-                "text": ""
-            }
+            "downloadButtonText": ""
         },
         "innerBlocks": [],
         "originalContent": "<div class=\"wp-block-file\"><a href=\"http://localhost:8888/?attachment_id=176\">lkjfijwef</a></div>"
diff --git a/test/integration/full-content/fixtures/core__file__no-text-link.json b/test/integration/full-content/fixtures/core__file__no-text-link.json
index 6a3ac7afc6078..6cf32d1f9d959 100644
--- a/test/integration/full-content/fixtures/core__file__no-text-link.json
+++ b/test/integration/full-content/fixtures/core__file__no-text-link.json
@@ -6,24 +6,9 @@
         "attributes": {
             "id": 176,
             "href": "http://localhost:8888/wp-content/uploads/2018/05/keycodes.js",
-            "fileName": {
-                "formats": [],
-                "text": ""
-            },
+            "fileName": "",
             "showDownloadButton": true,
-            "downloadButtonText": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Download"
-            }
+            "downloadButtonText": "Download"
         },
         "innerBlocks": [],
         "originalContent": "<div class=\"wp-block-file\"><a href=\"http://localhost:8888/wp-content/uploads/2018/05/keycodes.js\" class=\"wp-block-file__button\" download=\"\">Download</a></div>"
diff --git a/test/integration/full-content/fixtures/core__gallery.json b/test/integration/full-content/fixtures/core__gallery.json
index 2dcebc80a03af..8cfcc26d3b37a 100644
--- a/test/integration/full-content/fixtures/core__gallery.json
+++ b/test/integration/full-content/fixtures/core__gallery.json
@@ -8,18 +8,12 @@
                 {
                     "url": "https://cldup.com/uuUqE_dXzy.jpg",
                     "alt": "title",
-                    "caption": {
-                        "formats": [],
-                        "text": ""
-                    }
+                    "caption": ""
                 },
                 {
                     "url": "http://google.com/hi.png",
                     "alt": "title",
-                    "caption": {
-                        "formats": [],
-                        "text": ""
-                    }
+                    "caption": ""
                 }
             ],
             "imageCrop": true,
diff --git a/test/integration/full-content/fixtures/core__gallery__columns.json b/test/integration/full-content/fixtures/core__gallery__columns.json
index a9d27c457cb01..b3daaa05f6e8a 100644
--- a/test/integration/full-content/fixtures/core__gallery__columns.json
+++ b/test/integration/full-content/fixtures/core__gallery__columns.json
@@ -8,18 +8,12 @@
                 {
                     "url": "https://cldup.com/uuUqE_dXzy.jpg",
                     "alt": "title",
-                    "caption": {
-                        "formats": [],
-                        "text": ""
-                    }
+                    "caption": ""
                 },
                 {
                     "url": "http://google.com/hi.png",
                     "alt": "title",
-                    "caption": {
-                        "formats": [],
-                        "text": ""
-                    }
+                    "caption": ""
                 }
             ],
             "columns": 1,
diff --git a/test/integration/full-content/fixtures/core__heading__h2-em.json b/test/integration/full-content/fixtures/core__heading__h2-em.json
index 786643107f39e..b72785dd6d8c2 100644
--- a/test/integration/full-content/fixtures/core__heading__h2-em.json
+++ b/test/integration/full-content/fixtures/core__heading__h2-em.json
@@ -4,60 +4,7 @@
         "name": "core/heading",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "The Inserter Tool"
-            },
+            "content": "The <em>Inserter</em> Tool",
             "level": 2
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__heading__h2.json b/test/integration/full-content/fixtures/core__heading__h2.json
index 388f98214362d..f2073ff78bd43 100644
--- a/test/integration/full-content/fixtures/core__heading__h2.json
+++ b/test/integration/full-content/fixtures/core__heading__h2.json
@@ -4,69 +4,7 @@
         "name": "core/heading",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "A picture is worth a thousand words, or so the saying goes"
-            },
+            "content": "A picture is worth a thousand words, or so the saying goes",
             "level": 2
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__image.json b/test/integration/full-content/fixtures/core__image.json
index dd89c78069c8e..4369150f0c929 100644
--- a/test/integration/full-content/fixtures/core__image.json
+++ b/test/integration/full-content/fixtures/core__image.json
@@ -6,10 +6,7 @@
         "attributes": {
             "url": "https://cldup.com/uuUqE_dXzy.jpg",
             "alt": "",
-            "caption": {
-                "formats": [],
-                "text": ""
-            },
+            "caption": "",
             "linkDestination": "none"
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__image__attachment-link.json b/test/integration/full-content/fixtures/core__image__attachment-link.json
index 3aaa94408659a..5d169589043a5 100644
--- a/test/integration/full-content/fixtures/core__image__attachment-link.json
+++ b/test/integration/full-content/fixtures/core__image__attachment-link.json
@@ -6,10 +6,7 @@
         "attributes": {
             "url": "https://cldup.com/uuUqE_dXzy.jpg",
             "alt": "",
-            "caption": {
-                "formats": [],
-                "text": ""
-            },
+            "caption": "",
             "href": "http://localhost:8888/?attachment_id=7",
             "linkDestination": "attachment"
         },
diff --git a/test/integration/full-content/fixtures/core__image__center-caption.json b/test/integration/full-content/fixtures/core__image__center-caption.json
index 571e6ad5a676f..f569bda22c81b 100644
--- a/test/integration/full-content/fixtures/core__image__center-caption.json
+++ b/test/integration/full-content/fixtures/core__image__center-caption.json
@@ -6,78 +6,7 @@
         "attributes": {
             "url": "https://cldup.com/YLYhpou2oq.jpg",
             "alt": "",
-            "caption": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Give it a try. Press the \"really wide\" button on the image toolbar."
-            },
+            "caption": "Give it a try. Press the \"really wide\" button on the image toolbar.",
             "align": "center",
             "linkDestination": "none"
         },
diff --git a/test/integration/full-content/fixtures/core__image__custom-link.json b/test/integration/full-content/fixtures/core__image__custom-link.json
index 136ae7357e680..735e552282662 100644
--- a/test/integration/full-content/fixtures/core__image__custom-link.json
+++ b/test/integration/full-content/fixtures/core__image__custom-link.json
@@ -6,10 +6,7 @@
         "attributes": {
             "url": "https://cldup.com/uuUqE_dXzy.jpg",
             "alt": "",
-            "caption": {
-                "formats": [],
-                "text": ""
-            },
+            "caption": "",
             "href": "https://wordpress.org/",
             "linkDestination": "custom"
         },
diff --git a/test/integration/full-content/fixtures/core__image__media-link.json b/test/integration/full-content/fixtures/core__image__media-link.json
index 6b329e94a4837..690fa778b6fd5 100644
--- a/test/integration/full-content/fixtures/core__image__media-link.json
+++ b/test/integration/full-content/fixtures/core__image__media-link.json
@@ -6,10 +6,7 @@
         "attributes": {
             "url": "https://cldup.com/uuUqE_dXzy.jpg",
             "alt": "",
-            "caption": {
-                "formats": [],
-                "text": ""
-            },
+            "caption": "",
             "href": "https://cldup.com/uuUqE_dXzy.jpg",
             "linkDestination": "media"
         },
diff --git a/test/integration/full-content/fixtures/core__list__ul.json b/test/integration/full-content/fixtures/core__list__ul.json
index 56fecc822876c..17baec7cef1c7 100644
--- a/test/integration/full-content/fixtures/core__list__ul.json
+++ b/test/integration/full-content/fixtures/core__list__ul.json
@@ -5,224 +5,7 @@
         "isValid": true,
         "attributes": {
             "ordered": false,
-            "values": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
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-                    null,
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-                    null,
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-                    null,
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-                    null,
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-                    null,
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-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
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-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
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-                    null,
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-                    null,
-                    null,
-                    null,
-                    null,
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-                    null,
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-                    null,
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-                    null,
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-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
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-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Text & Headings
Images & Videos
Galleries
Embeds, like YouTube, Tweets, or other WordPress posts.
Layout blocks, like Buttons, Hero Images, Separators, etc.
And Lists like this one of course :)"
-            }
+            "values": "<li>Text &amp; Headings</li><li>Images &amp; Videos</li><li>Galleries</li><li>Embeds, like YouTube, Tweets, or other WordPress posts.</li><li>Layout blocks, like Buttons, Hero Images, Separators, etc.</li><li>And <em>Lists</em> like this one of course :)</li>"
         },
         "innerBlocks": [],
         "originalContent": "<ul><li>Text & Headings</li><li>Images & Videos</li><li>Galleries</li><li>Embeds, like YouTube, Tweets, or other WordPress posts.</li><li>Layout blocks, like Buttons, Hero Images, Separators, etc.</li><li>And <em>Lists</em> like this one of course :)</li></ul>"
diff --git a/test/integration/full-content/fixtures/core__paragraph__align-right.json b/test/integration/full-content/fixtures/core__paragraph__align-right.json
index cc4e7274557bd..079d9a704f2e9 100644
--- a/test/integration/full-content/fixtures/core__paragraph__align-right.json
+++ b/test/integration/full-content/fixtures/core__paragraph__align-right.json
@@ -4,81 +4,7 @@
         "name": "core/paragraph",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "... like this one, which is separate from the above and right aligned."
-            },
+            "content": "... like this one, which is separate from the above and right aligned.",
             "align": "right",
             "dropCap": false
         },
diff --git a/test/integration/full-content/fixtures/core__paragraph__deprecated.json b/test/integration/full-content/fixtures/core__paragraph__deprecated.json
index daf5da7008a22..ce0f468e35188 100644
--- a/test/integration/full-content/fixtures/core__paragraph__deprecated.json
+++ b/test/integration/full-content/fixtures/core__paragraph__deprecated.json
@@ -4,56 +4,7 @@
         "name": "core/paragraph",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Unwrapped is still valid."
-            },
+            "content": "Unwrapped is <em>still</em> valid.",
             "dropCap": false
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__preformatted.json b/test/integration/full-content/fixtures/core__preformatted.json
index 5c7db59e09b97..290c7e9849496 100644
--- a/test/integration/full-content/fixtures/core__preformatted.json
+++ b/test/integration/full-content/fixtures/core__preformatted.json
@@ -4,94 +4,7 @@
         "name": "core/preformatted",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Some preformatted text...\nAnd more!"
-            }
+            "content": "Some <em>preformatted</em> text...<br>And more!"
         },
         "innerBlocks": [],
         "originalContent": "<pre class=\"wp-block-preformatted\">Some <em>preformatted</em> text...<br>And more!</pre>"
diff --git a/test/integration/full-content/fixtures/core__pullquote.json b/test/integration/full-content/fixtures/core__pullquote.json
index 89cbf3529f896..5cf126489bc64 100644
--- a/test/integration/full-content/fixtures/core__pullquote.json
+++ b/test/integration/full-content/fixtures/core__pullquote.json
@@ -4,59 +4,8 @@
         "name": "core/pullquote",
         "isValid": true,
         "attributes": {
-            "value": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Testing pullquote block..."
-            },
-            "citation": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "...with a caption"
-            }
+            "value": "<p>Testing pullquote block...</p>",
+            "citation": "...with a caption"
         },
         "innerBlocks": [],
         "originalContent": "<figure class=\"wp-block-pullquote\">\n    <blockquote>\n    <p>Testing pullquote block...</p><cite>...with a caption</cite>\n    </blockquote>\n</figure>"
diff --git a/test/integration/full-content/fixtures/core__pullquote__multi-paragraph.json b/test/integration/full-content/fixtures/core__pullquote__multi-paragraph.json
index d2f54ac170e1b..81c058e5ab10c 100644
--- a/test/integration/full-content/fixtures/core__pullquote__multi-paragraph.json
+++ b/test/integration/full-content/fixtures/core__pullquote__multi-paragraph.json
@@ -4,66 +4,8 @@
         "name": "core/pullquote",
         "isValid": true,
         "attributes": {
-            "value": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "strong"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "strong"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "strong"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Paragraph one
Paragraph two"
-            },
-            "citation": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "by whomever"
-            }
+            "value": "<p>Paragraph <strong>one</strong></p><p>Paragraph two</p>",
+            "citation": "by whomever"
         },
         "innerBlocks": [],
         "originalContent": "<figure class=\"wp-block-pullquote\">\n    <blockquote>\n        <p>Paragraph <strong>one</strong></p>\n        <p>Paragraph two</p>\n        <cite>by whomever</cite>\n\t</blockquote>\n</figure>"
diff --git a/test/integration/full-content/fixtures/core__quote__style-1.json b/test/integration/full-content/fixtures/core__quote__style-1.json
index cddef91c40054..cd8d15bcc9b34 100644
--- a/test/integration/full-content/fixtures/core__quote__style-1.json
+++ b/test/integration/full-content/fixtures/core__quote__style-1.json
@@ -4,268 +4,8 @@
         "name": "core/quote",
         "isValid": true,
         "attributes": {
-            "value": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "The editor will endeavour to create a new page and post building experience that makes writing rich posts effortless, and has “blocks” to make it easy what today might take shortcodes, custom HTML, or “mystery meat” embed discovery."
-            },
-            "citation": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Matt Mullenweg, 2017"
-            }
+            "value": "<p>The editor will endeavour to create a new page and post building experience that makes writing rich posts effortless, and has “blocks” to make it easy what today might take shortcodes, custom HTML, or “mystery meat” embed discovery.</p>",
+            "citation": "Matt Mullenweg, 2017"
         },
         "innerBlocks": [],
         "originalContent": "<blockquote class=\"wp-block-quote\"><p>The editor will endeavour to create a new page and post building experience that makes writing rich posts effortless, and has “blocks” to make it easy what today might take shortcodes, custom HTML, or “mystery meat” embed discovery.</p><cite>Matt Mullenweg, 2017</cite></blockquote>"
diff --git a/test/integration/full-content/fixtures/core__quote__style-2.json b/test/integration/full-content/fixtures/core__quote__style-2.json
index 29ed76be417ea..300770c72c007 100644
--- a/test/integration/full-content/fixtures/core__quote__style-2.json
+++ b/test/integration/full-content/fixtures/core__quote__style-2.json
@@ -4,94 +4,8 @@
         "name": "core/quote",
         "isValid": true,
         "attributes": {
-            "value": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "There is no greater agony than bearing an untold story inside you."
-            },
-            "citation": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "Maya Angelou"
-            },
+            "value": "<p>There is no greater agony than bearing an untold story inside you.</p>",
+            "citation": "Maya Angelou",
             "className": "is-style-large"
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__subhead.json b/test/integration/full-content/fixtures/core__subhead.json
index 291374ad1a6c1..a0c58740e2bc6 100644
--- a/test/integration/full-content/fixtures/core__subhead.json
+++ b/test/integration/full-content/fixtures/core__subhead.json
@@ -4,57 +4,7 @@
         "name": "core/subhead",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    null
-                ],
-                "text": "This is a subhead."
-            }
+            "content": "This is a <em>subhead</em>."
         },
         "innerBlocks": [],
         "originalContent": "<p class=\"wp-block-subhead\">This is a <em>subhead</em>.</p>"
diff --git a/test/integration/full-content/fixtures/core__table.json b/test/integration/full-content/fixtures/core__table.json
index bdd286d4eaa09..7d71d09c53be8 100644
--- a/test/integration/full-content/fixtures/core__table.json
+++ b/test/integration/full-content/fixtures/core__table.json
@@ -9,46 +9,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Version"
-                            },
+                            "content": "Version",
                             "tag": "th"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Musician"
-                            },
+                            "content": "Musician",
                             "tag": "th"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Date"
-                            },
+                            "content": "Date",
                             "tag": "th"
                         }
                     ]
@@ -58,82 +27,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2003/05/wordpress-now-available/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2003/05/wordpress-now-available/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2003/05/wordpress-now-available/"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": ".70"
-                            },
+                            "content": "<a href=\"https://wordpress.org/news/2003/05/wordpress-now-available/\">.70</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "No musician chosen."
-                            },
+                            "content": "No musician chosen.",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "May 27, 2003"
-                            },
+                            "content": "May 27, 2003",
                             "tag": "td"
                         }
                     ]
@@ -141,77 +43,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2004/01/wordpress-10/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2004/01/wordpress-10/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2004/01/wordpress-10/"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": "1.0"
-                            },
+                            "content": "<a href=\"https://wordpress.org/news/2004/01/wordpress-10/\">1.0</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Miles Davis"
-                            },
+                            "content": "Miles Davis",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "January 3, 2004"
-                            },
+                            "content": "January 3, 2004",
                             "tag": "td"
                         }
                     ]
@@ -219,163 +59,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://codex.wordpress.org/WordPress_Versions"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": "Lots of versions skipped, see the full list"
-                            },
+                            "content": "Lots of versions skipped, see <a href=\"https://codex.wordpress.org/WordPress_Versions\">the full list</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null
-                                ],
-                                "text": "…"
-                            },
+                            "content": "…",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null
-                                ],
-                                "text": "…"
-                            },
+                            "content": "…",
                             "tag": "td"
                         }
                     ]
@@ -383,81 +75,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2015/12/clifford/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2015/12/clifford/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2015/12/clifford/"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": "4.4"
-                            },
+                            "content": "<a href=\"https://wordpress.org/news/2015/12/clifford/\">4.4</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Clifford Brown"
-                            },
+                            "content": "Clifford Brown",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "December 8, 2015"
-                            },
+                            "content": "December 8, 2015",
                             "tag": "td"
                         }
                     ]
@@ -465,80 +91,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/04/coleman/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/04/coleman/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/04/coleman/"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": "4.5"
-                            },
+                            "content": "<a href=\"https://wordpress.org/news/2016/04/coleman/\">4.5</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Coleman Hawkins"
-                            },
+                            "content": "Coleman Hawkins",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "April 12, 2016"
-                            },
+                            "content": "April 12, 2016",
                             "tag": "td"
                         }
                     ]
@@ -546,78 +107,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/08/pepper/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/08/pepper/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/08/pepper/"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": "4.6"
-                            },
+                            "content": "<a href=\"https://wordpress.org/news/2016/08/pepper/\">4.6</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Pepper Adams"
-                            },
+                            "content": "Pepper Adams",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "August 16, 2016"
-                            },
+                            "content": "August 16, 2016",
                             "tag": "td"
                         }
                     ]
@@ -625,80 +123,15 @@
                 {
                     "cells": [
                         {
-                            "content": {
-                                "formats": [
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/12/vaughan/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/12/vaughan/"
-                                            }
-                                        }
-                                    ],
-                                    [
-                                        {
-                                            "type": "a",
-                                            "attributes": {
-                                                "href": "https://wordpress.org/news/2016/12/vaughan/"
-                                            }
-                                        }
-                                    ]
-                                ],
-                                "text": "4.7"
-                            },
+                            "content": "<a href=\"https://wordpress.org/news/2016/12/vaughan/\">4.7</a>",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "Sarah Vaughan"
-                            },
+                            "content": "Sarah Vaughan",
                             "tag": "td"
                         },
                         {
-                            "content": {
-                                "formats": [
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null,
-                                    null
-                                ],
-                                "text": "December 6, 2016"
-                            },
+                            "content": "December 6, 2016",
                             "tag": "td"
                         }
                     ]
diff --git a/test/integration/full-content/fixtures/core__text-columns.json b/test/integration/full-content/fixtures/core__text-columns.json
index 2a31ae6ff865f..f610db9e556a7 100644
--- a/test/integration/full-content/fixtures/core__text-columns.json
+++ b/test/integration/full-content/fixtures/core__text-columns.json
@@ -6,24 +6,10 @@
         "attributes": {
             "content": [
                 {
-                    "children": {
-                        "formats": [
-                            null,
-                            null,
-                            null
-                        ],
-                        "text": "One"
-                    }
+                    "children": "One"
                 },
                 {
-                    "children": {
-                        "formats": [
-                            null,
-                            null,
-                            null
-                        ],
-                        "text": "Two"
-                    }
+                    "children": "Two"
                 }
             ],
             "columns": 2,
diff --git a/test/integration/full-content/fixtures/core__text__converts-to-paragraph.json b/test/integration/full-content/fixtures/core__text__converts-to-paragraph.json
index 951cc3900f3c1..2f85e75d9af26 100644
--- a/test/integration/full-content/fixtures/core__text__converts-to-paragraph.json
+++ b/test/integration/full-content/fixtures/core__text__converts-to-paragraph.json
@@ -4,111 +4,7 @@
         "name": "core/paragraph",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "code"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "This is an old-style text block.  Changed to paragraph in #2135."
-            },
+            "content": "This is an old-style text block.  Changed to <code>paragraph</code> in #2135.",
             "dropCap": false
         },
         "innerBlocks": [],
diff --git a/test/integration/full-content/fixtures/core__verse.json b/test/integration/full-content/fixtures/core__verse.json
index e7d92ea856bff..5c6e3d83e6516 100644
--- a/test/integration/full-content/fixtures/core__verse.json
+++ b/test/integration/full-content/fixtures/core__verse.json
@@ -4,49 +4,7 @@
         "name": "core/verse",
         "isValid": true,
         "attributes": {
-            "content": {
-                "formats": [
-                    null,
-                    null,
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    [
-                        {
-                            "type": "em"
-                        }
-                    ],
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null,
-                    null
-                ],
-                "text": "A verse…\nAnd more!"
-            }
+            "content": "A <em>verse</em>…<br>And more!"
         },
         "innerBlocks": [],
         "originalContent": "<pre class=\"wp-block-verse\">A <em>verse</em>…<br>And more!</pre>"
diff --git a/test/integration/full-content/fixtures/core__video.json b/test/integration/full-content/fixtures/core__video.json
index b0a67a574890a..e91fd20c5bd8b 100644
--- a/test/integration/full-content/fixtures/core__video.json
+++ b/test/integration/full-content/fixtures/core__video.json
@@ -5,10 +5,7 @@
         "isValid": true,
         "attributes": {
             "autoplay": false,
-            "caption": {
-                "formats": [],
-                "text": ""
-            },
+            "caption": "",
             "controls": true,
             "loop": false,
             "muted": false,