10 Questions with Kellie Gould, Editor-In-Chief of The Knot

THE KNOT IS CELEBRATING THEIR 20TH ANNIVERSARY THIS YEAR. FOR THIS MILESTONE MOMENT FOR THE WEDDING STAPLE OUR RACHEL LEONARD SAT DOWN WITH THE KNOT'S EDITOR IN CHIEF, KELLIE GOULD TO TALK ABOUT THE MODERN BRIDE AND THE FUTURE OF THE KNOT. 

 
 

1) THE KNOT IS CELEBRATING 20 YEARS IN BUSINESS. THIS IS A MAJOR MILESTONE FOR THE KNOT AND WAS A DISRUPTER FOR THE ENTIRE WEDDING INDUSTRY WHEN LAUNCHED. PLEASE EXPLAIN WHY?

THE LAUNCH OF THE KNOT CONCIERGE CONTINUES THE COMPANY'S RICH HISTORY OF INNOVATING IN THE WEDDING INDUSTRY. THE KNOT WAS THE FIRST WEBSITE FOR WEDDING PLANNING, THE FIRST WEDDING MARKETPLACE, AND THE FIRST TO OFFER THIS ONE-OF-A-KIND WEDDING CONCIERGE PROGRAM THAT PERSONALLY CONNECTS COUPLES TO VENUES WITHIN THEIR BUDGET, STYLE AND GUEST SIZE WITH THE ABILITY TO BOOK SITE TOURS DIRECTLY ON THEKNOT.COM. ONCE A COUPLE BOOKS THEIR VENUE THROUGH THE KNOT CONCIERGE, WE OFFER THEM FREE WEDDING INSURANCE UP TO $27,000. THE KNOT REMAINS COMMITTED TO HELPING COUPLES PULL OFF A TRULY PERSONAL WEDDING WITH THE CONTENT, TOOLS AND SERVICES THEY NEED MOST.

2) WHAT IS THE MOST REWARDING PART OF YOUR JOB?

THE MOST REWARDING PART OF MY ROLE AS EDITOR IN CHIEF OF THE KNOT IS IN HELPING COUPLES ACHIEVE A DREAM DAY THAT IS TRULY PERSONAL. WE HAVE THE PRIVILEGE OF BEING PART OF THIS INCREDIBLY JOYOUS, THOUGH SOMETIMES STRESSFUL, TIME IN COUPLES’ LIVES. IT’S THRILLING TO WORK WITH OUR TEAM TO THINK OF NEW AND BEAUTIFUL WAYS TO INSPIRE THEM, TO ANSWER THEIR TRICKIEST QUESTIONS AND TO GIVE THEM ACCESS TO THE MOST TALENTED PROS OUT THERE. CREATING AND CURATING CONTENT AND MAKING CONNECTIONS FOR COUPLES IS TRULY THE BEST PART OF MY JOB. THERE’S PERHAPS ONLY ONE THING BETTER: HEARING HOW MUCH WE’VE REALLY HELPED THEM.

3) HOW HAS THE KNOT BRIDE EVOLVED FROM 20 YEARS AGO?

BRIDES TODAY, MORE THAN EVER, CARE ABOUT CREATING A DAY (OR WEEKEND) THAT IS A TRUE REFLECTION OF WHO THEY AND THEIR PARTNER ARE AS A COUPLE. THEY’RE LESS CONCERNED ABOUT BREAKING THE “RULES” AND FOLLOWING EVERY TRADITION. THEY WANT TO INCORPORATE PERSONAL TOUCHES AND CULTURAL TRADITIONS THAT FEEL UNIQUE TO THEM. IT’S ALL ABOUT PERSONALIZATION FOR BRIDES TODAY.

 
 

4) DOES THE COUPLE PLAN DIFFERENTLY TODAY?

TODAY’S COUPLES ARE USING SOCIAL MEDIA AND APPS TO PLAN THEIR WEDDINGS. OUR RECENT SOCIAL MEDIA SURVEY SHOWED THAT NEARLY THREE OUT OF FOUR BRIDES REPORT DOWNLOADING A WEDDING PLANNING APP LIKE THE KNOT WEDDING PLANNER, AND THAT NEARLY 8 OUT OF 10 COUPLES ARE IMPLEMENTING AN IDEA THEY FOUND ON SOCIAL MEDIA THAT THEY HADN’T PREVIOUSLY CONSIDERED ON THEIR OWN. NOT ONLY ARE THEY LOOKING FOR INSPIRATION AND IDEAS, THEY’RE ALSO LOOKING FOR EASY SOLUTIONS TO BOOK THEIR WEDDING PROFESSIONALS. THE KNOT MARKETPLACE MAKES IT EASY FOR COUPLES TO RESEARCH VENDORS IN THEIR AREA, READ REVIEWS, BROWSE PHOTOS AND THEN CONNECT WITH THEM. 

5) DO THEY SHOP DIFFERENTLY?

EVERYTHING FROM PROFESSIONAL SERVICES TO ENGAGEMENT RING AND WEDDING DRESS PURCHASES ARE INFLUENCED BY SOCIAL MEDIA AND WEBSITE REVIEWS TODAY. IN OUR RECENT SOCIAL MEDIA SURVEY WE FOUND THAT OF THOSE WHO USE INSTAGRAM FOR INSPIRATION, 1 IN 4 SAID THEY HIRED A WEDDING VENDOR THEY FOUND ON INSTAGRAM. AND 58 PERCENT OF BRIDES SAY THEY BROWSE WEDDING GOWNS ON THEIR SMARTPHONES, ACCORDING TO THE KNOT 2015 REAL WEDDINGS SURVEY OF 18,000 PEOPLE.

6) WHAT HAS NOT CHANGED ABOUT THE BRIDE FROM THE PAST 20 YEARS?

BRIDES STILL WANT TO LOOK AND FEEL LIKE THEIR ABSOLUTE BEST SELVES ON THEIR WEDDING DAY, WHICH IS WHY BEAUTY AND FASHION REMAIN SUCH IMPORTANT ELEMENTS OF WHAT WE OFFER, FROM THE KNOT WEDDING LOOKBOOK APP (WITH OVER 15,000 DRESSES, RINGS AND ACCESSORIES) TO OUR ANNUAL THE KNOT BEAUTY AWARDS, WE CONTINUE TO CREATE CONTENT AND PRODUCTS THAT DELIVER ON WHAT TODAY’S BRIDES NEED. THEY RELY ON THE KNOT FOR INSPIRATION, EXPERT ADVICE AND A CONNECTION TO VENDORS TO HELP THEM ACHIEVE THE WEDDING DAY LOOK THEY’VE ALWAYS DREAMED OF.

 
 

7) HOW DO THE MAGAZINES, WEBSITE AND MOBILE APPS COMPLEMENT EACH OTHER? DO THEY HAVE DIFFERENT ROLES?

THEY EACH SERVE OUR AUDIENCE IN SLIGHTLY DIFFERENT WAYS, BUT COMPLEMENT EACH OTHER BY SHARING THE SAME GOALS: TO HELP COUPLES PLAN THEIR WEDDINGS THROUGH INSPIRING PHOTOS AND STORIES, EXPERT ADVICE AND TOOLS, AND A ROBUST MARKETPLACE OF 300,000 VENDORS IN WHICH TO RESEARCH AND BOOK THEIR VENUES AND PROS. WE LOVE MAKING THE PERFECT MATCH BETWEEN OUR COUPLES AND OUR VAST NETWORK OF INCREDIBLE PROFESSIONALS AROUND THE COUNTRY, WHETHER IT’S A SALON OWNER, PHOTOGRAPHER, FLORIST OR CATERER.

8) ARE THERE NEW TECHNOLOGIES AND TOOLS BEING USED TODAY?

TECHNOLOGY TODAY IS ALLOWING COUPLES TO PLAN THEIR WEDDINGS WITH GREATER CONFIDENCE AND LESS STRESS BY UTILIZING MOBILE APPS FOR PLANNING, GUEST COMMUNICATIONS AND EVEN TO CHOOSE AND BOOK A WEDDING VENUE. IN FACT, COUPLES REPORT THAT THEY USE MOBILE MORE THAN EVER ONCE THEY’RE ENGAGED, WITH 89 PERCENT USING IT TO PLAN THEIR WEDDING. SOME OF THE MOST USEFUL TECHNOLOGIES TO COUPLES INCLUDE THE KNOT WEDDING WEBSITES, THE KNOT REGISTRY AND THE KNOT WEDDING PLANNER APP AND GUEST LIST MANAGER. MORE COUPLES TODAY ARE ALSO EMPLOYING WED-TECH FOR THEIR DAY, WITH LIGHT PROJECTIONS, SELFIE STICKS, GO-PRO CAMERAS AND DRONES AT THE TOP OF THEIR LISTS. AND 66 PERCENT OF COUPLES PLAN TO OR ARE CREATING A PERSONAL WEDDING HASHTAG.

 
 

9) WHAT IS THE DIRECTION AND THE FUTURE OF THE KNOT?

IN THE PAST 20 YEARS, THE KNOT HAS HELPED MORE THAN 25 MILLION COUPLES PLAN THEIR WEDDINGS. AS THE MOST TRUSTED AUTHORITY ON ALL THINGS WEDDING, THE KNOT REMAINS COMMITTED TO EVOLVING OUR BRAND AND OUR BUSINESS INTO A CONTENT-DRIVEN, MOBILE-FIRST MARKETPLACE IN ORDER TO HELP CONNECT COUPLES WITH LOCAL PROS. FOR EXAMPLE, INSTEAD OF ONLY READING ABOUT HOW TO CHOOSE THE RIGHT VENUE, WE CAN HELP COUPLES FIND AND BOOK A TOUR AT THE PERFECT PLACE FOR THEM.

10) WHAT ARE YOU DOING TO CELEBRATE THE 20TH ANNIVERSARY?

WE’RE CELEBRATING OUR 20TH ANNIVERSARY IN A VARIETY OF WAYS THIS YEAR. IN FEBRUARY WE LAUNCHED OUR SHARE YOUR LOVE INITIATIVE AND HONORED SOME OF THE GREATEST LOVE STORIES OF OUR TIME. FROM NEWLYWEDS TO COUPLES MARRIED 67 YEARS, WE CAPTURED HEARTFELT LOVE STORIES AND SAGE ADVICE FOR LONG-LASTING LOVE. WE TEAMED UP WITH STORYCORPSNBC’S TODAY AND MORE TO CELEBRATE AND SHARE THE LOVE. WE’LL ALSO BE CELEBRATING THE MANY DESIGNERS AND WEDDING PROS WHO HELPED MAKE THE KNOT WHAT IT IS TODAY AT THE KNOT GALA ON OCTOBER 10TH AT THE NEW YORK PUBLIC LIBRARY. IT’S GOING TO BE AN EXTRAORDINARY NIGHT, WITH AN INCREDIBLE DISPLAY OF TALENT, BEGINNING WITH THAT OF JULIE SAVAGE-PAREKH OF STRAWBERRY MILK, WHO IS THE PLANNER HELPING US PULL OFF THIS MEMORABLE CELEBRATION.

10 Qs with...Lee Muston