No matter what stage you’re at in developing your blog, whether you’re just getting started or you already have a major following, one of the most important things to have is a media kit!
Any and every stellar blog, online business, and influencer should have a killer media kit prepared because it’s one of the first things companies want to see when considering whether or not to partner with you.
But first thing’s first; what is a media kit?
Essentially, it’s a resume for your business. It encapsulates what you and your blog (and/or social media accounts) are all about, highlights of your past partnerships and achievements, and describes your products/services.
Your media kit provides whoever reads it with all the necessary information required to determine if they should partner with you.
So now that you know what a media kit is and why it’s important to assemble one for your business, it’s time to determine what to include in your media kit.
While your particular niche will heavily govern the specifics of your kit, the following are elements that any media kit should have regardless of your field:
- About You
- Contact Details
- Website Traffic Report
- Social Media Stats
- Audience Demographics
- Company Highlights
- Pricing Rates
Keep reading to find out exactly what each section entails!
How To Build A Killer Media Kit
1. About You
Here is where you want to introduce yourself and your company to the reader. It’s your opportunity to share your story!
Expand on THE MOST IMPORTANT PART of your values, experiences, and passions:
- Why did you decide to start your blog?
- What problem does your business aim to solve?
- How does it solve it?
- What do you provide your audience?
While it may be tempting to write a long narrative of your blog’s beginnings, make sure to keep it brief and to the point.
2. Contact Details
Only include the BEST way(s) to contact you:
- Work email
- Phone number
- Postal address
- Social media handles
Triple check all of your contact details to make sure they are correct and up-to-date. If a company loves your media kit and wishes to partner with you, but is unable to properly contact you then that’s an opportunity missed!
3. Website Traffic Report
If you don’t have a blog, this doesn’t apply to you, but if you do, most companies will want to know the following statistics (at least the first one):
- Unique page views
- Duration of your visitors to your website
- Bounce rate
This information demonstrates to the reader your blog’s reach and signals that your website enjoys a sizeable audience that maintains a strong interest in your content. If you’re wondering where to find these stats, Google Analytics is a perfect place to start!
A valuable resource, Google Analytics offers a variety of insights into your website’s performance.
4. Social Media Stats
Next, you’ll want to include all of your social media handles related to your blog along with your followings for each. Make sure to list all the major channels including:
However, if one account has a significantly lesser audience, feel free to leave it out so the focus is on your top performers. This will give readers a snapshot of the expanse of your social media reach.
5. Audience Demographics
Now that you’ve let the reader know the size of your audience, it’s time to let them know the specifics of who your audience is.
- Do females or males mainly read your blog?
- Does your business cater more to teenagers or adults in their late 30s?
- What are your viewers’ interests and passions?
All of these details will paint a better picture of who your website serves and this will allow outside companies to determine whether that matches their particular needs.
Depending on if you’re trying to promote your blog or your social media, Instagram insights can help you gather this information too if you’re wanting to collaborate with brands on your Instagram page.
6. Company Highlights
For this part of your media kit, you’ll want to display your company’s successful past collaborations, customer testimonials, recent news coverage, and special features.
This provides the reader with a taste of your blog’s past successes and strengthens your credibility as a seasoned influencer that produces results.
While you want to place your company in the limelight, you don’t want to overload your reader with every single collaboration, interview, and feature you’ve had in the past.
If you have a lot of reviews, highlight 1-2 then include a link to the rest of your 5-star reviews (example below).
7. Pricing Rates
Many bloggers choose to include their pricing rates for collaborations in their media kits.
Many bloggers also do not include their pricing rates.
There are arguments for both sides: if you include your pricing rates, you give the reader an idea of what to plan for in terms of budgeting, but if you don’t provide your rates you potentially give yourself more negotiating power.
If you’re unsure which approach best fits your blog, try out both! Compare your results and determine what works best for you.
For example, Elaine Rau lists out her pricing but makes sure companies know that: “Packages and pricing are negotiable depending on each project’s specific needs.”
And that’s it! With these seven simple elements, you have yourself a killer media kit that adequately represents and promotes your blog.
Of course, there are a variety of other components your kit can contain depending on your niche but remember not to overload it! You don’t want the person reading it to get overwhelmed.
You might even find that one of the main sections of this guide doesn’t pertain to your particular case as well as one of the elements listed below. And that’s okay! Find what works best for you and your business!
Here is a list of other features to consider including:
1. Product/Service Description
Explain the purpose of your product or service and the problem it solves. You may even want to include a sample! However, samples may not be appropriate for every situation, so make sure to research the company to whom you’re sending your media kit.
Include images throughout your media kit where appropriate! This will make your kit more visually appealing and better engage the reader.
3. Collaboration Options
This is where you can list your preferred methods for collaborating such as product reviews, including products in blog posts, giveaways, or interview opportunities.
If you’re unsure about where to compile all this information, consider using Canva’s free media kit templates as a starting point. But don’t be afraid to be innovative and get creative!
There is no one, “right” way to develop a media kit, so use your imagination and design a kit that stands out from the rest! Include your logo, your brand colors, and match the aesthetic to your business.
Once you’ve completed your media kit, it’s time to distribute it! You want to send it to companies whose missions closely align with yours. Additionally, if sending your kit in an email, make sure to personalize the email.
This will further make your company stand out, increasing your chances of landing a collaboration!
Sarai Lopez is a senior at Wheaton College (IL) studying Spanish and Communications with a focus in rhetoric & culture. She loves learning, sharing her knowledge, eating just about any sort of chocolate dessert, and listening to all genres of music. One day she hopes to create a children’s animated series as well as open her very own bakery.