Blog Talk: Building a Media Kit

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March 2, 2019

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As a full time blogger with over two years experience under my belt, there are certain things that are second nature to me. One of them is how to communicate with sponsors, from the initial contact all the way through the completion of the partnership. One key component to collaborations is a media kit. A media kit is a (pretty) document full of info about a blogger and her blog. It’s kind of like a more exciting version of a resume for your blog. But what should it include and what should it leave out? Here’s my list for the must-haves in a media kit.

1. About
To get things started, the brand needs to know what you and your blog are about. What topics do you focus on? What is your background? What gives you credibility when it comes to your blog? These are all important things to include. But remember to keep it short. One paragraph for each about (the blog & the blogger) is more than enough.

2. Professional Photos
If you’re working with a brand, they want to get the most out of their money, so choosing bloggers who present themselves in a professional manner is a no-brainer. Professional photography is vital. There are always exceptions, but professional photos will take you a long way. Having examples of this in your media kit makes it more visually appealing to potential sponsors.

3. Follower Counts & Reader Statistics
Of course, all sponsors need this information for reporting purposes, but it also helps show your influence & community. List your pageviews, unique monthly visitors & social media followers all in one place to show your combined reach. You may not think you’re ready to boast 150 followers on one channel, but when you combine all of your numbers together, it probably ain’t too shabs.

4. Ad Options
This seems obvious, but you’d be surprised. It’s important to list all the collaboration options you typically offer in your media kit. This will give the brand an idea of what you’re used to doing and could give them more ideas on other collaboration options that they hadn’t considered before. Listing rates is optional. I personally list my rates (which are non-negotiable) just so I get straight to the point and minimize the back & forth. Ain’t nobody got time fo dat.

5. Cohesive Branding
Your media kit should absolutely match with your blog’s branding. This will show that you know who you are as a blog & a blogger and are confident in that identity. After all, your blog’s aesthetic should be a reflection of your style, so if a brand is sponsoring that persona, then having a matching media kit will just make them that much more attracted to your voice, perspective and opinions.

6. Testimonials & Press (if you have them)
These parts just enhance your media kit. Who have you worked with in the past? Were they pleased with the results? When a sponsor sees the success you had with another brand, that makes them much more comfortable with handing a portion of their marketing budget over to you.

Media kits should be informative, but they also shouldn’t be too long and over saturated. It’s important to keep it short and to the point. An ideal media kit is two pages, three pages max.

Would you add anything else to the list?

Interested in my media kit design or web design services? Check out my design site here and send me an email to discuss!

Photo by Johnny Cheng.

Read more in the Blog Talk series here.