It’s this notion of pre-emptive evolution that has long impressed me about tech-turned-modern-lifestyle blog, Mashable. The company could have easily enjoyed its perch atop the tech blogosphere until it was disrupted — the way it disrupted the lumbering, firewalled, pre-social blogs that preceded it. But Mashable didn’t wait to be forced to evolve. Instead, it thrust change upon itself.
With this context in mind, I reached out to Lexie Rigelhaupt, director of marketing and communications for Mashable, to ask about the site’s evolution and direction — and see if there are lessons corporate and personal bloggers can draw from Mashable’s story. Here’s what she had to say.
Rigelhaupt: Mashable began when Pete Cashmore, a 19 year old in rural Scotland, started to write on his personal blog about how technology was transforming the world around him. While the topics that Mashable covers have evolved, its roots have stayed the same, with the objective of being the voice of digital culture and telling the story of digital evolution to “The Connected Generation.”
Rigelhaupt: Mashable identified that people were interacting and consuming content on a variety of different platforms very early on. It’s why Mashable was one of the first sites to use responsive technology to power our site — so it looks beautiful on all devices, from cell phones to desktops and everything in between.
Rigelhaupt: What makes a Mashable story different is the community. While it continues to grow every month, the reason they go to Mashable is the same. They are looking for the news, inspiration, and utility for the digital world around them.
Rigelhaupt: One of the biggest goals at Mashable is to provide our community with the subjects they are interested in and see how digital is changing the world around you. In order to accomplish Mashable needs to continue to grow as digital grows. When Jim Roberts joined in October 2013, one of the first hires he made was Andrew Freedman, Mashable’s Senior Climate Reporter. This was not only because Jim saw that people were discussing climate on every platform imaginable, but because he saw this as an issue that was only going to become a larger priority for The Connected Generation and those the future.
As Mashable continues to grow, so does its traffic. The company has seen great success as its community of 35 million uniques a month and 18 million social media followers continues to foster a dynamic global conversation.
Rigelhaupt: For almost a decade the Mashable team built a growing digital media brand that sat at the intersection of technology, social media, entertainment, business, innovation, and culture. As Mashable has evolved, the team has continued to cover digital’s reach. Hiring Jim Roberts was absolutely a huge step in expanding and developing content for those interested in seeing how digital is changing the world around us.
Rigelhaupt: Mashable was one of the first media companies on Twitter and what has followed is the early adoption of everything from Facebook to Snapchat to Google+. One of the biggest priorities at Mashable is finding the best way to distribute our content to Mashable’s growing community in the most exciting and organic way possible.
Rigelhaupt: The stories that are the most popular with the Mashable community are those that provides our audience with utility, innovation, inspiration, and entertainment, whether that’s in business, travel, breaking news, or climate coverage, and across a variety of formats.
Rigelhaupt: Continue to grow and build the next-generation media company.
Image credit: PlaceIt