So you’ve been blogging for a while and you’re ready to monetise your blog. You’re ready to get out there and start pitching brands that you want to work with. You’ve heard everybody say you need a media kit, but you’re not quite sure what that means or how it should look like.
In this blog post we will run you through exactly everything you need to know about media kits. Exactly what it is, why it’s important, what information you should include and some top tips to make it look super professional right away!
What is a media kit for bloggers?
But first things first. What exactly is a media kit? A media kit is to a pitch what a resume is to a job application. It is your asset that shows how professional and experienced you are.
Think of a media kit as a presentation that includes the most important information about your blog: Your story, your stats and your previous work with examples.
Basically, it’s a document that puts together all the information that a brand needs when they are considering working with you.
Why is a media kit important?
Brands love to being able to quickly scan through a summary of your stats and previous work so they can decide if your audience and aesthetic are a good fit. It is your chance to “wow” the brand with your skills and expertise.
When should you create a media kit for your blog?
It’s never too early to create your blog media kit. Even if you haven’t been blogging for long, you don’t know when a brand collaboration email might pop in your inbox. When that happens, you’ll wish you had your media kit ready to send over!
READ MORE: When is the right time to monetise a blog?
Key elements to include in your media kit:
There is no right or wrong way to do a media kit. Ultimately it’s up to your personal taste, branding and aesthetics. However there are some key elements that every media kit should include.
1. Your story
The first part you want to include in your media kit is “your story”. You want to talk about you and your story, and what distinguishes you from other bloggers out there.
There are a lot of blogs on the Internet nowadays, and ultimately everyone creates similar content. But your story is unique to you, and you want to emphasise it.
2. Short intro about your blog / Instagram / social media channels
Then it’s time to talk about your blog and Instagram. Tell the brand what your niche is, what you like to write about and take pictures of, and what your audience enjoys.
Here you can also share your values and mission, so that brands with similar goals know you will be a good fit. Brands love to see that they are a natural fit for your audience.
Articulating your niches will determine which brands are the best fit for you to collab with. I think it’s 100% okay to have more than one niche, as long as they’re all somewhat related and make sense together! That being said, you can’t reach out to just any brand that you love. It has to make sense for your niche and your audience.
3. Stats & demographics
Stats are one of the most important parts of the media kit. You have to be accurate, with numbers backing up your statements, don’t be vague!
Talk about the size of your audience, your engagement rate and the demographics of your audience. These are usually the top countries your readers are from, gender and ages. Don’t add irrelevant stats just to fill the page.
Tip: Don’t worry if your audience is small. Highlight your assets: engagement rate, growth rate and demographics. When I had 5k followers, I used to write “my Instagram following increases 40% monthly.”
4. Why work with me?
I love to add this part, as it is an additional chance to play on your strengths. Here you have a chance to be really creative. Think of all the differentiating factors that you bring to the table as a content creator – your previous work experience, your equipment, highlighting that you have multiple channels to promote on (blog, YouTube, Twitter?). Be creative!
5. Previous collaborations
This is my favourite part of a media kit! Here you can brag about all the brands that you’ve already worked with.
Showcase the content you have already created! Remember, it needs to be visually appealing, so only include the ones that you are most proud of. If you don’t have experience working with brands yet, just create a section called “Sample content” where you show pictures that could work well for a travel destination, fashion brand, beauty brand, etc.
It’s up to you how many previous collaborations you want to include. Depending on your blog niche you might want to really emphasize the visual element, and it’s totally fine to have multiple pages showcasing this.
6. Case studies & testimonials
If you want to take it a step further, you can also include case studies and feedback. So instead of just showcasing the content you created for that brand, what returns did the brand see from the collaboration? How much visibility or sales did the collaboration with you lead to?
You should outline exactly what content you created for the brand, how many people it reached and if it lead to any sales. That way brands can see that not only is your content great, but you also provide a return on the investment they make.
You can also ask for brands you collaborate if they can put together a couple lines as testimonial. It doesn’t have to be complex, just outlining how they found working with you.
7. Collaboration options
Sometimes brands will come to you with a specific campaign or project in mind, but other times they won’t. This is your opportunity to showcase what services you can offer. Maybe they came to you for an Instagram post, but when they see you can offer also a YouTube vlog they might be interested in that too.
The point of adding this is to simulate a brand’s imagination. If you don’t have a big audience, you can talk here more about photo shoots, modelling, freelance photography, creating content for their social channels, etc.
Even though a brand receives your media kit via email, it is important to include your email and links to your socials again. In the end, you’ve spent pages telling them how amazing you are, but what good is that if they don’t know how to contact you to find out more?
9. Consistent branding
All throughout your media kit you should ensure you keep your branding consistent. That means using the same fonts, colours, formatting style and including your logo where relevant. It’s a small detail that will make your media kit look more professional.
How long should a media kit be?
How long is a piece of string? Again, there is no right or wrong answer to how long a media kit should be. If you want to include all the information above, it will probably end up being multiple pages.
Some people prefer succinct one page media kit with only the key stats. Others prefer 10+ pages that showcase everything in detail. Ultimately it’s up to you, your personal preference and what fits best with your brand.
How do you actually create a media kit?
We’ve looked at all the elements that a media kit should include, now you might be wondering, how do I actually go about creating a media kit? There is no right or wrong program to use to create a media kit.
The easiest and most professional looking tool you can use is Canva. Just create a free account and you will be able to pick from loads of different templates to build on. I use Canva also to make Pins for Pinterest and I love it, it’s very easy to use and customise.
If you want to work on it offline (eg. if you’re on a plane) you can also make yours in PowerPoint. Before becoming a full-time blogger I used to be a management consultant, which meant I spent a lot of time formatting PowerPoint presentations and it stuck with me even when I left. All my first media kits were made in PowerPoint until I discovered Canva.
Do you already have a media kit but aren’t sure if it’s good? You can share it in our free From Zero to Blog Hero Facebook group and get some feedback from fellow bloggers!
In this guide I tried to include everything you need to know about creating a media kit for your blog and/or Instagram. From what a blogger media kit is, to the key elements to include and the best tools to create one.
I hope you find it useful in creating your own media kit. Any questions just let us know in the comments below!
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