It’s Wednesday… so that means it’s time for the newest Blogging Basics post! This week: how to make a media kit for your blog.
It is my firm belief that all bloggers and influencers need a media kit. A media kit is kind of like your list of services – mine includes all of my social media stats, a bit about me, and the various packages I offer my sponsors (which you can price using this post!).
What I’m Wearing:
Dress: J.Crew / Hat: J.Crew / Bag: Sole Society / Shoes: Marc Fisher
Earrings: Amazon / Rings: BaubleBar
The one thing this post won’t go into is how to design a media kit. There are tons of media kit designs you can purchase on Etsy (I like this one, this one, and this one), or you can always design your own using Photoshop or Canva. Instead, this post will focus on the content of the media kit.
I’ve broken how to make a media kit for your blog down into five steps: write an intro, show off your stats, present the packages, add some testimonials, and wrap it up. I’d recommend peppering your media kit as many visuals as possible. Mine is littered with photos, but I’ve also seen some great ones with graphs of follower growth over time or average views to a sponsored post over time. Totally up to you!
Last thing before we jump in: while the media kit itself can be more than two pages, make sure you have a one-pager with your stats you can distribute if necessary. I like to have a stats page for quick introductory emails (sometimes it’s inappropriate to share your prices right off the bat). My current media kit is three pages: the first page is an intro and an overview of my stats; the second page is a few of my sponsorship packages and testimonials from past sponsors; the last page is the rest of my sponsorship packages, information about my pricing, and other important details.
How to Make a Media Kit for Your Blog
Write an Introduction
Who are you? Who are your readers? What do you write about?
The introduction is the perfect opportunity for you to tell your sponsors who you are… and why they should work with you. You want this section to be personal, but short and sweet.
Show Off Your Stats
This section needs to answer four questions: what is your follower distribution, how do your readers behave, where are your readers, and who are your readers?
For follower distribution, I mean how many followers you have on each channel. On my media kit, I have my Facebook, Pinterest, Twitter, Instagram, and Bloglovin follower counts. Depending on your engagement levels, it might even be wise to include your average engagement on each platform in addition to the follower counts.
For reader behavior, you should refer to your Google Analytics results. On my media kit, I have my monthly pageviews, monthly unique visitors, and average pages per session. I also have my total number of newsletter subscribers (ahem: sign up here if you haven’t signed up to receive my newsletter already!) and the percentage of views that come from desktop/mobile/tablet.
Where are your readers should answer… exactly that question. I have my top three countries (and percentages of followers). And my top three cities in the United States for followers (and associated percentages). Totally up to you on how/if you do this… but I do recommend including countries if you focus on travel and cities if you want to have local partnerships.
The final component of the stats is who are your readers. For this section, I have the gender breakdown and the age breakdown of my blog readers (from Google Analytics). You could potentially include how the followers originally found your site – the percentage of people who found it through organic search, search results, or social media referrals.
Present the Packages
This is the part of how to make a media kit for your blog where you can get creative. I recommend presenting at least three options for your sponsors. On my media kit, I have one package that is just an Instagram post. One package is one blog post, at least one Instagram post, and additional social media posts. The third package is for events – it includes one blog post, one hosted event, and a smattering of additional social media posts. I also have additional packages for long-term partnerships.
For each one of my packages, I give a range for the price and for the additional social media posts. I highly recommend providing ranges for your package prices. That way, you’re not locked into a certain price if sponsors ask more of you than you can deliver for that price. And sponsors don’t have to pay for services they don’t want. Win-win.
Add Some Testimonials
After you’ve had a few collaborations, be sure to add some testimonials to your media kit. I currently have two testimonials listed. I’ve noticed a great response from sponsors ever since I added the testimonials to my media kit.
If you do not have sponsors who are willing to provide testimonials, no problem. In that case, I recommend providing a list of past collaborations (maybe with their brand logos). I actually use a combination of a list of brands and testimonials written by sponsors in my own media kit.
Wrap it Up
Last step of how to make a media kit for your blog: provide some contact information. And then it’s ready to push save as PDF and send to all of your partners!
Was this how-to helpful? What do you want to see in my next Blogging Basics post? Let me know in the comments below!