If you’ve been in the blog-o-sphere for any length of time, you’ve inevitably heard the term “media kit.” It’s easy to get overwhelmed with all the advice and information floating around out there. Getting started with a media kit doesn’t have to be complicated.
What is a media kit?
A media kit is a PDF document showing your blog’s information and stats. It’s a quick and easy way for brands or collaborators to get an overview of your blog.
Why do I need a media kit?
If you want to work with companies or brands outside of influencer networks, it’s a good idea to have an updated media kit included on your site or ready to send. Often, by working directly with brands, you’ll get a higher rate due to cutting out the middleman.
What do I need to include in my media kit?
Although there are many schools of thought on the different features of a media kit, there are ten essential components:
- Blog Name – Use your blog’s header image if possible. If not, text is fine provided it’s in the same font/color/style as your logo.
- URL – It’s shocking how many bloggers forget this.
- Contact Info – Include your email in your contact information, at the very least.
- Headshot – Your photo doesn’t need to be professional necessarily, but it does need to be presentable. It should be clear and not at all pixelated. If you don’t have one already grab a friend, a smartphone and get outside in natural light. Most smartphones today have cameras that rival DSLRs in natural light. Take advantage of that!
- Short paragraph about you – Keep this short and sweet. Brands don’t need (or want) to hear your life story.
- Summary of your blog – Again, remember to keep it minimal. If you have a one-liner, this is a perfect place to use it.
- Unique Monthly Visitors – Ethically, you should list your previous three-month average. Too many bloggers end up having a stellar traffic month because of a viral post and list just that number on their media kit. Be honest and clear, not misleading.
- Monthly Page Views – Three-month average on MPV as well.
- Social Media Stats – Include all the major social networks where your blog has a presence; Facebook, Twitter, Instagram,
- Email Subscribers – Savvy brands know that your email list is where the real value is. If you are a newer blogger with a small list, also include your month-over-month growth percentage average for the last three months to show a steady rate of growth.
What are some other things I could include?
There are many other items that bloggers may choose to include in their media kits, for all different reasons. Some examples are:
- Featured In – Logos of different publications, blogs, shows, etc., that your work has been featured in.
- Brand Logos – If you’ve worked with recognizable brands in the past you may want to include their logos.
- Awards – Only feature high-profile or prestigious awards.
- Bounce Rate – If your bounce rate is under 60%, it makes a great stat to include.
- Time Spent on Site – The threshold for including this information varies so much from niche to niche. If yours is healthy for your niche, include it.
- Average Page Views – Same.
- Reader Demographics – If you have general reader demographics from Google Analytics, a reader survey or other reliable sources, absolutely include that.
- Visitor or Page Views Growth Rate – If you’re a new blogger with lower unique visitor or page view stats, a great option is to include your month-over-month growth percentage average for the last three months.
How many pages should be in my media kit?
Just like with a resume, less is more. I recommend clients stay to one page for a general informative or stats-based sheet, but there are some instances where going to two pages makes sense.
How do I create a media kit?
If you’re design-savvy, the options are nearly unlimited; Photoshop, Illustrator, Word, Pages, Canva, PicMonkey, etc. are all fabulous options of the different programs you can use to design your own. Going the DIY is the way to go when you have the skill and want a media kit that exactly matches your blog.
Another way to get a beautiful kit that matches and compliments your blog is to hire someone to design your media kit for you. The biggest benefit here is that your media kit will be unique to you and your blog.
If you are lacking in the artistic skills department as well as on a tight budget, the other option is to buy a pre-made media kit template from a site such as Etsy or Creative Market. Just be sure to read the fine print and know precisely what you’re getting before you purchase. You won’t need design skills to go this route, but you’ll need to be comfortable with one or more programs to add your information to the template.
Where do I put my media kit?
There are a few options, depending on how open you would like to be. Many bloggers, myself included, include a media kit on their collaborations or hire me page by embedding a JPG or PNG directly on the page. You could also link to the PDF download.
So now what?
Don’t wait on getting your media kit together until a company or collaborator asks for it. Scrambling is not going to produce a great result. Creating your media kit before you need it is just step in building your blog infrastructure and it’s essential to have one ready.
Let me know in the comments: Do you have a media kit? Did you create it or hire someone?