In a very on-brand content marketing move, Marissa Mayer, CEO of Yahoo, turned to Tumblr to announce that she is expecting identical twin girls.
Or as TechCrunch subtly quipped in the URL for their post about the news:
“Yahoo CEO Marissa Mayer To Triple Monthly Active Children”
According to our platform, Mayer’s announcement didn’t just triple her future offspring tally; it also drove triple the engagement to her Tumblr page.
Her post — titled “Happy personal news” — reaped 1.8K interactions, 3X the average volume of interactions to her Tumblr content.
Despite the very on-brand Tumblr debut for her announcement (Tumblr was acquired by Yahoo for $1.3 billion in 2013), Mayer also effectively employed a cross-channel strategy by re-posting the announcement on Twitter.
Mayer’s tweet linking to the Tumblr post has seen 1.6K interactions and counting, which amounts to 2X the CEO’s average Twitter engagement.
Therein lies the power of cross-channel posting! After all, research shows that reposting content can bring in 75% of the engagement reaped in the first posting. Props to Mayer for leveraging this tactic successfully!