I’ve been asked a few times to do a post on creating media kits (and if I had a good media kit template).
Trust me, I understand why bloggers and online entrepreneurs are looking to create a media kit for their blog.
After all, blogging has become fiercely competitive. Getting blog sponsorships today isn’t easy.
Most importantly, if your blog isn’t generating income, the energy to keep on may die down before you know it.
And sooner or later, you’ll quit.
Perhaps your blog is generating some traffic, but advertisers aren’t lining up at your doorstep.
Or maybe you’re attracting advertisers with your compelling content, but you’re unable to convince them that your blog is the right place to invest their advertising dollars.
To solve this puzzle, you need a media kit.
No matter your level of expertise in blog sponsorships, there’s enough room to give you potential sponsors a richer and better experience.
You’ve got to go beyond your content to win the hearts of blog advertisers.
A media kit will position your sponsorship program in the spotlight, such that potential blog sponsors can recognize, appreciate, and sponsor your blog.
For example, Women’s Health communicates a clear and heart-warming brand message with excellent visuals, to convince advertisers and eliminate their objections.
To be honest with you?
Putting together a professional and magnetic blog media kit requires time investment.
A half-baked approach will not cut it. But your time investment will be worth it – because once you’re done with it, your blogging life will thrive.
But the good news is, you’re reading this in-depth guide now (and I created a free media kit template to get started so you can get cracking on it today).
I’ll show you the simple steps to take and the pitfalls to avoid. But before that, let’s start with a quick definition.
What is a Media Kit?
Traditionally, a media kit (also known as a press kit), is a package that informs the media what your blog is all about.
It’s also a promotional tool for communicating with potential blog sponsors.
You can call them advertisers.
It’s usually a page on your blog that contains resources and specific facts about your blog’s important metrics (e.g., monthly visitors, average page views, Ad specs, Twitter followers) and value proposition.
Here’s a section of a typical media kit from Charmian Christie:
Media kits are not about pages, or affiliate resources.
While they do have some similarities, a media kit showcases the key details that tell advertisers or blog sponsors what they stand to gain if they advertise to your audience.
What’s more, a media kit helps reporters relate to your blog, while learning about your product, audience, and brand.
You’re quietly telling the press “we love you. Here’s everything you need to make important decisions, tell your story, and how to best reach us.”
Why do you need a media kit?
Do you even need a media kit?
Well, the choice is yours.
If you want brands and publishers alike to take your blog seriously, you need a media kit (scroll down to get instant access to our free media kit template).
According to Melissa Culbertson, “Think of a blogger media kit like a resume: it’s your way to highlight your blog, your audience, your accomplishments, and your offerings to a potential advertiser or partner.”
In the past, a blog was used as a personal diary.
But nowadays, a lot of digital marketers use blogs as a major online platform for promoting their business and brands.
If you want to stand out completely from the competing blogs in your industry, you can’t afford to stick to traditional marketing methods.
Without a media kit, you’re in for a serious competition.
On the flip side, a well-crafted media kit will give you the upper hand.
Here’s one of my favorite media kits from Brennan Dunn of Double Your Freelancing:
It’s like a billboard for your blog.
It makes interviewers’ lives a lot easier as they can just visit your press or media kit page to find information and facts about you and your blog.
It can also signal to prospective blog sponsors why your blog is the best – regardless of how many other blogs you compete with.
Specifically, you need a well-designed media kit to:
- Promote the launch of an online course, or any digital product.
- Attract and convince blog sponsors to partner with your blog.
- Gain more traction for your business and brand.
- Showcase the essential facts about your website, company, or brand.
- Get more exciting work and more money.
Right off the bat, blog advertisers can quit wasting time.
And you can stop sending lengthy and irrelevant emails to “Just Anybody” who would be interested in advertising on your blog and focus on your ideal sponsors.
Note: You don’t need to wait for publishers and advertisers to come to you, you should reach out to them with your blog media kit. We’ll talk about this later.
So how do you design a media kit?
To design your blogger media kit, make sure that these 13 key elements are addressed:
1). A short bio about you and your blog
You need to capture the reader’s attention with your personality. Remember that people don’t buy products.
You’ve got to understand that promoting your blog with a media kit isn’t all about pushing the media and advertisers to buy things, but drawing them in to listen.
Your bio is the first element in your blog media kit.
You’re not just a blogger, but a solution provider.
So make it count.
Write a short paragraph or two about who you are, what you believe in.
Write from your heart.
Let your enthusiasm flow.
Your blog’s purpose should be clear and obvious.
If you’ve had amazing experiences in the past, it’s time to share them with your readers.
Don’t forget to use your best photo (preferably a headshot).
You can learn a lot from Natalie’s media kit bio.
It’s important for potential blog sponsors and media to feel at home reading your media kit.
If you’re reaching out to Travel booking sites for example, you can highlight a weekly “travel tips” series you write and how people can access them.
Don’t be too salesy.
Your role when writing your bio is to instill in advertisers that, “Wow, this blog would be a great fit for us!”
2). A detailed FAQ sheet
Blog media kits are changing the way potential advertisers learn about new publishers and make decisions about ad placements.
It’s no secret that competition is fierce already.
To differentiate what you offer advertisers from competitor’s, you need to answer Frequently Asked Questions (FAQs) in your media kit. It saves time.
According to Media Heroes Brisbane, “Because people are time poor, and want to know what you do and offer quickly, without navigating through pages of existing content or picking up the phone – most people just won’t bother.”
Ideally, you should put it in a question and answer format, so that readers can find information they’re seeking for easily.
K Cube Ventures has the perfect FAQ sheet section on its media kit:
If you’re sick and tired of getting series of emails, as a result of your blog media kit, there’s a possibility that your FAQ section isn’t well understood, or you don’t even have one.
3). Collaboration Opportunities
Look around and you’ll agree with me that successful blogs aren’t built by one person. When people come together, a lot can be achieved.
In your blog media kit, you should consider showcasing that you’re open for collaborations. List all the viable ways that brands can work with you.
Here are the possible collaboration/partnership opportunities:
a). Social media promotion: This is optional, but collaborating with brands to promote their products/services to your Twitter, Facebook, Instagram, and even Pinterest followers can help you monetize your blog, and of course make more money.
b). Giveaways: You can partner with a blogger or brand to host a contest and giveaway useful materials.
c). Text-link ads: Whether text-link or sidebar ads, you make money from ads placed on your blog, for a specific period of time (e.g., 30 days). It’s a great way for blog sponsors to reach their target audience, while they’re reading your blog content.
d). Product reviews: You either review the product yourself, or accept a product review content that you can promote to your audience.
Of course you get paid for it, but the purpose is to help blog sponsors reach the target audience and grow their business. John Chow charges $500 for product reviews.
e). Promoted/Sponsored posts:
If you’re interested in promoting other people’s blog posts to your audience, you could make money from it.
The Huffington Post does it all the time with sponsored posts.
The rules are not set in stone though.
You don’t have to accept promoted posts or text-link ads.
John Chow collaborates with other brands to feature their product reviews on his blog.
Don’t forget to list the prices or specific budget that you’re looking for.
That way, you’ll attract only the right advertisers to your blog.
And of course, decline to work with advertisers that don’t fit the mission and purpose of your brand.
4). Your mission statement
The mission of your blog is its purpose.
It’s often referred to as the manifesto.
With too many choices to make, advertisers and media often find themselves unsure as to which sites to sponsor.
Above all, they truly want to be sure that you’re the right fit for their business.
How can you help them?
Well, there’s a way.
Place your mission statement before you blog statistics.
Taste of Home’s mission statement is a good example:
Don’t be afraid to let advertisers know that you work with small businesses only.
Being in small business doesn’t mean you should do small things – the reverse can be the case if you want.
At the end of the day, you want your advertisers to be happy with their ROI.
Because if they’re happy, they’ll advertise again and you generate more revenue.
So if your blog is focused on e-commerce, you should look out for advertisers in the e-commerce industry.
Relevancy is more important than cleverness with blog sponsorships.
5). Testimonials + previous work
It’s a great way to let advertisers and the media do your marketing for you.
As long as it’s done the right way, it can increase your conversions.
Neil Patel increased conversions by 6.38% by including a testimonial on his page.
Showing testimonials and previous works will add more credibility to your blog and brand.
Glam Hungry Mom also listed the brand partnerships she’s had.
Take a look at their media kit:
It’s a great way to show your target brands that you’ve got all the experience, tools, people, and technology to grow their business.
What’s an ideal way to give advertisers an sense of what to expect if they work with you?
There’s a reason customers look out for testimonials these days.
It’s because any blogger can exaggerate or use hype to lure potential clients in, and suck them dry.
As a result, 72% of people say positive reviews make them trust a business more.
Don’t just include positive testimonials though.
Garnish it with at least one slightly less flattering review or complaint.
A research study by Reevoo suggests that the presence of negative reviews can add a positive effect.
In fact, 68% say they trust a company more when they see both positive and negative reviews.
In this section of your blog media kit, you want to overcome potential objections, and use testimonials from your customers/clients as social proof.
Be confident! List the successful partnerships that you’ve had in the past/recent times.
You may not be able to share the full details of the collaboration, but as simple as sharing the brand logos within your media kit, or showing the results of advertising campaigns, you’ll win the hearts of new clients.
Gemma Touchstone showcases the brands’ logos that she’s partnered with in the past.
Look closely at the highlighted area and arrow:
A word of caution: Don’t use fake testimonials or brands that you’re yet to work with.
You’ll do your own brand a disservice.
Get testimonials from your readers, customers, partners, and so on. Just ask for it!
I know that your blog is wonderful – but you can’t possibly say that and build trust at the same time.
But when you use testimonials in the right way, you should be ready to attract potential blog sponsors/advertisers easily.
6). Services offered/Packages and rates
At this point, you may want to narrow down, instead of going too broad in your services.
It’s important to offer services/packages that improves your life, not necessarily because of the money (which is important), but because you enjoy doing them.
To an extent, what you enjoy doing will bring you more money in the nearest future.
So what specific services do you offer?
Although showing your rates is optional, but it can help you eliminate questions.
Check out this blog media kit from Tara Sabo, a Certified Personal Trainer.
Notice their “services” area:
As a content marketer, I highlight that I help B2B brands develop an effective content marketing strategy in my media kit, along with the usual content creation and branding services.
If you don’t want to list your rates, or you lack the confidence (it happens to every blogger), then you can say “starting at…” and then provide a custom quote to each advertiser when they contact you.
Help your client make an informed decision.
Don’t charge exorbitant prices, when you’re in a competitive market.
Instead, offer more value than your competitors, and you’ll have positioned yourself to ask for more money.
Make no mistake about it.
Smart advertisers aren’t deceived by the results they see in your media kit.
Many of them like to know whether you’ve got a defined process for achieving measurable results/outcomes.
If you’re a content writer for example, you should have a specific set of steps that you’ve experimented and documented.
This process will help you produce compelling content for your clients.
You may not list all the processes step by step, but you can highlight the key aspects of it in your blog media kit.
From the get go, tell advertisers what they have to do to achieve results.
Often times, you need to collaborate with them, by listening and interviewing them, and even asking for their opinions before you embark on any project.
Don’t surprise your clients with your tedious processes, after they’ve hired you.
You won’t be happy with the outcome.
The client may even back off.
Your blog media kit is a great place to give an overview of your processes.
It’s an opportunity to take the clients behind-the-scenes, and show them why you’re charging the way you do.
8). Contact information
This one is a no-brainer.
If you’ve designed a good-looking blog media kit, then include contact your information.
If you’ve several pages on your media kit, then the back page should have your contact, and other information on how potential clients can get in touch with you.
Jessica Fiorillo, founder of Feed Me Dearly, displays her contact information clearly.
But don’t dwell too much on this.
Simply include your full names or company name, email addresses, dedicated phone numbers, and mailing address.
Make it as easy as possible for brands, media, and advertisers to reach you.
9). Your compelling story
Media kits. Storytelling. What’s the relationship?
Storytelling will help you connect the dots in your media kit.
Yes, being the right fit for a brand is important, but how you communicate the value you’ll bring to the table is more important.
Good stories compel people to change the way they think, act and behave.
Did you notice that some of the topics that bloggers write about are already beaten to death?
I mean, who really cares and wants to read another post on “how to build an email list.”
But you see, when you use storytelling to approach any common topic, you give it a new life.
Therefore, you can bring new life to your blog media kit by telling a story of how your first client felt after working with you, or why you started your blog in the first place.
Jessica Fiorillo is a master storyteller:
And you don’t have to have a dramatic experience to tell a story on your media kit.
Even your day to day blogging experiences are good enough story that clients are itching to hear.
10). Company facts (statistics)
There are several site metrics that potential advertisers are always looking for.
No matter the business model that you’re involved in, your company facts or statistics should be included in your blog media kit.
Interestingly, I haven’t seen any media kit without these website or company statistics.
To a large extent, they inspire or discourage new and even existing blog sponsors from your blog.
Specifically, you have to include your blog/website statistics, social media stats, email subscribers, and more.
Here’s a good example from Christen and Megan’s DIY Swank blog:
A lot of bloggers are offering services where the website statistics are required by the target advertisers to make informed decisions.
So use it because it will add to your credibility.
A few of the essential website statistics that you should include are:
- Monthly pageviews
- Monthly unique visitors
- Offline readership if you’re a print media.
- …And more.
You can also share demographics about your audience. Show their age range and gender.
Ideally, you only want to share the statistics you’re proud of.
For example, I have fewer than 150 followers on Instagram – so there’s no need listing this social media account.
So why should you only share your best statistics?
Because you could otherwise tarnish your credibility and chase clients away.
Mashable has some staggering numbers, so they always list it on their media kit.
Don’t get me wrong. Mashable is big, but you don’t have to wait to get close to those numbers.
Trust me, you will wait forever.
And really it’s not all about huge numbers, but the quality is what matters.
But tell me, what kind of quality will 14 followers on Instagram bring?
That number is too small!
On the flip side, if you’re just starting out as a blogger and don’t have 10,000+ Twitter followers, 5,000+ Facebook likes, and 20,000+ page views per month, you can list the percentage growth.
For example, “my website page views grew by 372% in the last 60 days, my Twitter followers grew by 110% in the last 30 days.”
At this point, potential blog sponsors/advertisers will know that your blog is truly growing – both in-house and on social media platforms.
What bearing does graphics have to do with your a blog media kit?
Generally, blog media kits aren’t interesting to read. Why?
Because a lot of them are BORING!
According to Cooler Insights, “only 20% of words on a page is read by an average reader.”
But when you use the right graphics, you’ll lift off pain the readers go through, and increase attention span.
After all, 80% of what you see is retained [see infographic above].
If you’ve read to this point, then I’m sure that you’ve some graphics in your media kit already.
Your personal photo, your blog’s logo, and all the brand logos you’ve partnered with are all graphics.
Moving on, you can include some of your best photos or custom images that you used on your posts.
Better yet, take a professional-looking photo, preferably when you’re smiling, and include it on your media kit.
Carrie Davis has the right mix of graphics and text:
12). People on your team
Besides yourself, is there anyone else involved in your business?
Consider sharing their story, roles, and how they work.
You can learn about how to create a Team Media Kit at GodZone Adventure.
Though, listing all your team members is optional, as I don’t see too many bloggers including this element in their media kits. But it could make a difference in the impact of your media kit.
If you work with a co-founder or co-blogger, include that person’s name as well.
Here’s an example from Christen and Megan:
Including the people you work with or your key employees in your media kit can prove valuable.
It could motivate advertisers to take you on for bigger project, knowing that you have other people who can help.
I did mention earlier that successful blogs are built by a team, and not just by the blog’s founder.
For example, Brian Clark started Copyblogger and wrote all the content for several years.
Yes he did well, but he was limited in his ability to scale up the business.
But when he hired Sonia Simone, Chris Garrett, and several other top bloggers at the time, his content marketing blog grew at the speed of light.
As a result, Brian was able to turn Copyblogger Media into a $7 Million Dollar digital marketing company.
If you’ve a team that you work with, don’t hesitate to include them in your media kit.
It may not bring in millions of dollars worth of contract, but it’ll change client’s perception about your blog and brand.
This is priceless!
13). Samples of published articles/press
Freelancers know the huge benefits of a portfolio.
But not all freelancers are bloggers and vice versa.
All in all, the samples of your work: articles, website design, software, presentation, ebooks, white papers, and the like are great promotional tools.
Take advantage of the publications where your blog or product has been mentioned, linked to, or talked about.
Don’t just tell advertisers what you’ve done and can do, show it.
It could be an article that appeared in a publication, a roundup post, expert interview, press releases, and links that you earned from trusted sites, as a result of your outreach emails and guest blogging.
In fact, press releases are great samples, because they speak directly to the media, and also educates potential advertisers that you’re not waiting for your blog to grow, but rather you’re taking the right action steps to grow it.
So don’t leave your blog media kit hanging.
List your recent works, or add links that will open in a new window – if readers decide to click on them.
Sarah Mackenzie offers a good example:
Effective and proven tactics to promote your media kit
So your media kit is ready? Now what?
Well, you have to promote it.
If you leave it to collect dust, then you just wasted time and money on putting it together. Don’t let that happen to you.
As you would expect, there are templates available all over the web for creating a professional-looking media kit but we created one for you to make it easier for you to get started now.
To edit the media kit template, just add your own text, change the color scheme, insert an image or two, save the file, and start using it for your blog.
When promoting your blog’s media kit, you don’t have to leave it to chance.
According to research study by Content Marketing Institute and MarketingProfs, 21% of B2B organizations aren’t sure whether or not they have clarity about their content marketing success.
So with the right media kit template and structure, you will be miles ahead of your competition.
In the same vein, most bloggers would spend time and money to get a blog media kit, but aren’t sure how to get it into the hands of potential advertisers and media.
To help you cut through the noise and promote your blog media kit effectively, here are 5 simple and proven tactics that work:
i). Invite brands to request your media kit: There are several brands that are looking for you. Right now.
Once your media kit is ready, you need to reach out to these people.
By promoting your media kit to them, you’ll also be promoting your blog and growing your audience.
However, before you ask for anything, build relationships with these brands via their blogs, social media, and leave comments on their blogs.
The way you think about brands should change.
According to the Harvard Business Review, “The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships.”
Yes I recommend you kickstart this relationship with brands via social media.
74% of brand marketers saw an increase in website traffic after investing 6 hours per week on social media.
Trust me, you need traffic to your media kit’s page.
You can learn a lot about relationship building from Neil Patel, Chris Ducker, and Pat Flynn.
These are professional bloggers who started out with little or nothing, and grew their blogs into multi-million dollar businesses.
If you truly believe in your media kit (of course you should), then encourage the brands and businesses that you’re targeting to request your media kit at no cost.
A media kit is normally given away for free.
Ask visitors to your blog to fill out the media kit request form to gain access to it.
That’s exactly what PrintMag.com does.
ii). Contribute irresistible content to industry blogs: Contributing valuable content to industry blogs is a great way to get your blog media kit into the hands of a motivated audience.
In the blogosphere, this is known as guest blogging.
You’ve got to be focused on marketing your media kit.
Sure, you don’t have to write a post highlighting the importance of a media kit, but you have to find a way to marry both ideas together.
For example, you could write a post on “How to Attract Potential Advertisers To Your Blog,” and at the end of the post, link to your media kit.
Better yet, find a way to reference your media kit within the article.
You could share an example of a media kit, or simply walk readers through the process of creating one.
You could also make your guest contribution a case study.
Remember to optimize your content for the keyword that you want to rank in Google.
Write guest articles that are keyword-rich and relevant.
But avoid keyword stuffing.
Guest blogging has helped a lot of startups, bloggers, and brick-and-mortar businesses acquire new customers.
For example, GrooveHQ, a Help Desk solutions company, used guest blogging to reach their first 1 million potential customers.
iii). Connect with brands via email outreach: Your media kit is not only a promotional tool, but a persuasive tool as well.
Therefore, use it to persuade potential advertisers.
Start by introducing your blog, your mission, and your media kit.
Keep it short, but don’t forget to give the recipient a good reason to see your media kit.
You can find advertiser’s email address on their blogs, social media profiles, or you could use a tool such as VoilaNorbert to search their websites for hidden email addresses.
When sending emails to people, especially those whom you’ve not met before, address them by their first names.
A research study shows an increase in brain activation when we hear (or read) our own name.
No doubt, we’ll pay attention to the message, and choose to read it if it is directly addressed to us.
Don’t forget to introduce yourself. This is important.
iv). Respond to brands that show interest: Since most brands don’t know that you have a media kit, they may not request for it.
But the pitches we get from brands via emails for collaborations, guest blogging, and more, are all indicative of the brand’s interest in your media kit.
I think it makes a lot of sense.
Because if a brand has interest in advertising on my blog, though I didn’t approach them, they will be interested in a media kit that breaks down my advertising specs, rates, and benefits. What do you think?
So when you get these email pitches, quickly send a reply and attach your media kit.
If your media kit is polished, it’ll create a positive impression about your blog and brand. And from there, you can follow up wisely.
v). Promote your media kit at conferences: You need to go beyond online promotions.
If you’re like me who attends a lot of conferences both within and outside U.S., there’s a great opportunity to print your media kit out and give them to brands and marketers who are present.
Of course, you don’t spend money on your digital media kit, but you should be prepared to spend money to print out your media kit and package it well – before handing it to potential clients.
If you think there’s a potential for work with an attendee at the conference, don’t hold back.
Give it to the person.
Though I don’t recommend handing out your media kit like a flyer. Don’t do that.
I’ve noticed that blog media kits with fewer pages tend to perform really well at conferences.
But you’re not limited in any way.
Be proactive, but don’t be pushy.
Remember that your media kit is not a business card. So give it brands or marketers that you’re targeting – but not everyone.
There you’ve it. The most essential elements you need to include in your blog media kit, when creating one.
Sadly, after creating a professional-looking media kit, most bloggers will sit down twiddling their thumbs, and wonder why advertisers and the media aren’t coming to them.
Can I be straight up with you?
The era of “build it and they will come” is long gone.
You need to step up your game, and be the one reaching out to your target audience.
As Pat Flynn will always say, “Be Everywhere.”
Stop struggling to attract blog sponsors to your blog, with the right application, you can get your investment back in an incredibly short period of time.
This would always happen if you make your clients more comfortable before working with you.
Use your blog media kit to communicate your blog’s mission statement, and let your brand message dominate potential clients’ thoughts.
Don’t just view a media kit as another page on your blog, but rather, see it as your best friend for connecting and communicating with people who have money to invest in your business, when you can’t be there in person.
Get started with your blog media kit today. Your effort, time and financial investment will be worth it.
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