In short, a company may ask you to write a blog post about its products or services, in exchange for a payment agreed upon by you and the company. The content you write is called a sponsored blog post.
Often, before someone pays you, they may ask you to share some information about your blog. They do this to assess if you have the kind of exposure and influence they’re hoping to get with the sponsored post. After all, if they’re going to pay you, they’ll need some results.
Now, of course, you could share this information privately via emails, or, if you happen to work with a lot of sponsors, you may want to prepare a document with all the possible information a company may ask for, so that you can easily, and quickly, share it with a potential partner. This document is called a media kit, and in this blog post, I’ll show you how to create a media kit that attracts potential partners or clients.
And psst, I have a media kit template for you, made with Canva, that you can download for FREE when you sign up for my newsletter below!
What’s a Media Kit
A media kit is a document that’s kinda like a resume for your blog. It gives potential brand partners a glimpse at what your blog is and about, and it helps them decide if your blog could be worth their investment to reach a wider audience and demographic.
In other words, potential brand partners will decide whether to give you their money or not based on this document, a.k.a. your media kit.
So, naturally, it’s vital that you create a media kit that will impress the hell out of your potential brand partners!
In the following sections, I’ll go over things such as how to design a media kit, when to make one, what information you should add and what to leave out, and, some strategies to scoring your ideal sponsors, not necessarily in that order 😉
When to Create a Media Kit
As soon as you decide to work with brands, you should design a media kit, whether someone’s asking you to procure one or not.
Here’re some potential scenarios from personal experience:
- You have been blogging for some time but haven’t really thought about partnering with brands. However, your blog is starting to create some buzz. You’re building an email list, you’re getting traffic, and it’s starting to look like people are treating you as an authority in your niche. All of a sudden, an email (or a hundred) lands in your inbox: “We would love to have you write a review of our product on your blog. We pay!“
- Someone reaches out to you on Instagram out of nowhere, and says, “we would love to send you X products in exchange for a review.“
- You find a new product, and you love it so much that you start to wonder if the company will pay you to write about them… and then you decide to pitch a sponsored post to them.
In each of these scenarios, having a media kit will come handy because chances are that the brands will ask you to give them some stats.
Do you always need a media kit to work with brands?
No, not always. Some brands might specifically ask you to send over a media kit. Others just want the data and don’t care how they get it. You could just type up the relevant info in an email, and that’d be enough.
But there’s no way to know if someone will ask for a media kit or not, so it’s best to have one handy just in case, right?
I also want to point out that even when a brand reaches out to you and says they’re looking to pay for sponsored content, it doesn’t mean that you won’t need a media kit. Before they decide to partner up with you, they’ll most likely ask for relevant stats. So, yeah, make that media kit!
Should you create a media kit even if you’re a newbie blogger?
If you want to partner with companies, then yes, you should create a media kit even if you’re a brand-new blogger.
I’m not saying that having a media kit will land you a sponsored gig when you have zero traffic and zero subscribers and zero followers. However, having one will mean that if and when a brand does reach out to you, you’ll be ready!
And believe me, some brands (small and fellow new businesses) will be happy to work with you even if you’re new with very little traffic and audience. Sure, you won’t be making a lot of money, but when you’re a total greenhorn, just the experience itself is valuable.
Case in point: a small jewelry maker once reached out to me on my personal Instagram account (it has less than 100 followers… yeah, I suck at social-ing…) and asked if I’d like to be an ambassador for them, take a few photos wearing their pieces and share them on my Insta. In exchange, I’d be able to keep the pieces they send me.
Their products were absolutely stunning!
I never responded to them because I don’t wear jewelry, and also, I have no intention of becoming an Insta influencer.
But that’s beside the point. The takeaway here is that opportunities such as these may come your way too, and unlike me, you may actually want to take it and grab some free and beautiful jewelry while at it.
So, yeah, it doesn’t hurt to make a media kit even when you’re just starting out. Sure, you won’t have any impressive data or stats, but not all brands are looking for huge-ass influencers or bloggers with hundreds of thousands of pageviews. As a small blogger, you may just be the perfect fit for a small and new business owner. You never know!
A trick to sounding impressive, even when the numbers are not, is to rethink your strategy. For example, let’s say that your blog is only a couple of months old and you have amassed a grand total of 100 subscribers in two months. Perhaps you had only 20 after the first month, and 80 more after the second month. That’s a whopping 400% increase in just a month! So, instead of saying that you have only a hundred subscribers, you could say that your subscriber growth rate is 400%.
Which Information Go into a Media Kit
Media kits are usually PDF documents that contain all the possible information a potential partner/sponsor might want to see before signing a contract. So, in this section, we’re going to look at what those pieces of information are.
Note that some of this information may be subject to who you’re pitching , so I’ll try to point out those “optional” or “subjective” info as I go.
Blog name and logo
Well, that’s a no-brainer, right? The blog name (and logo if you have one) should go into the very first page of the media kit.
Blog tagline / short description
Ideally, along with your blog’s name and logo, you should also add the blog’s tagline on the first page. A tagline is typically a short sentence that sums up what the blog is about. Some great taglines that I love:
- A Beautiful Mess: Crafts, Home, Decor, Recipes (← not a sentence, but with just these four words, we understand exactly what to expect from this blog.)
- ProBlogger: Blogging tips to help you make money blogging
- Neil Patel: Helping you succeed through online marketing
- Paper and Stitch: Home decor projects and organic modern living
- And yours truly, The Side Blogger: Make money on the side with your blog and Canva
Blogger name and a short bio
Even if it’s a partnership between a company and your blog, the real relationship is between people, ideally you and your contact on the other end of this brand partnership. So it’s important that you humanize this little piece of document, not just with your blog’s info, but by showing who the actual person is who writes those blog posts.
State your name and share a brief introduction of yourself. It doesn’t have to be a novel, just a short few sentences that show who you are and why you write what you write. That should be enough.
Add a photo of yourself (open-ended)
If you’re the face of your blog and business, then it makes sense to add your photo. But if that’s not the case, then you can skip it. Some bloggers say that having a headshot on a media kit is a must. Honestly, that’s a bit shortsighted.
I, for one, never use my photo anywhere; not on this blog, not on social media, and definitely not on a media kit. So far, nobody seems to have taken an issue with that.
A description of what your blog focuses on and who it helps
Aside from a short bio of the blogger, please share what the blog is about: What’s the niche, who does it help, and the topics it covers.
Audience demographics (open-ended)
This bit is somewhat open-ended. You can go into as much or as little detail as you need to, depending on your potential brand partner.
For example, let’s assume that you’re a men’s fashion blogger and partnering with a brand that specializes in menswear. Then perhaps it’d be beneficial to note that over 80% of your audience happens to identify as “male.” On the other hand, if you’re a tech and gadget blogger, then stating your audience’s gender is redundant because tech is for everyone!
Similarly, ask yourself if sharing your audience’s age group or income bracket is in any way meaningful. If a certain piece of data is unnecessary, then leave it out.
And, FYI, you should be able to get audience demographics from Google Analytics. So make sure you have a Google Analytics tracking code on your website. You’ll find audience info in your Analytics dashboard, under Audience > Demographics.
This is important, and most brands prefer to see this information. The important stats are:
- Monthly average page views.
- Monthly average unique visitors.
- Total audience (email list subscribers, social media followers, etc.) [open-ended]
I have “open-ended” next to the total audience because this too is subjective. Some companies may want to know your social following, and some may even prefer certain platforms over others. While some other companies wouldn’t care. It usually comes down to what kind of blogger you are (niche) and the company you’re partnering with.
For example, if you’re a fashion blogger, having an impressive Instagram following may be useful to a clothing brand you’re trying to partner with. On the other hand, if you’re reviewing some kind of software, then depending on the software, the company may or may not be interested in social following at all. They may just be curious about your blog traffic and nothing more.
My suggestion is that if you have super impressive stats, then there’s nothing wrong with sharing this information. It won’t hurt for sure. But, let’s say that you’re a newer blogger and you don’t have a huge following on Facebook or Twitter, but you have a decent number of newsletter subscribers. Then maybe skip the social following stats and highlight the subscriber count instead.
Basically, focus on your strengths.
As for the data, you can get it from Google Analytics. Go to your Analytics dashboard, then look under Audience > Overview. Here you can specify a custom date range to see traffic overview over a period of time (ideally over a period of 30 days.) You’ll need the “Users” and “Pageviews” stats for your media kit.
Past accomplishments (open-ended)
This is totally optional, and if you’re just starting to partner with brands, then this section isn’t for you. This is for bloggers who’ve had experience with multiple sponsorship deals and have names to drop. But do keep this in mind because once you’ve had some experience under your belt, you might consider adding this section to your media kit.
Keep it simple: You don’t need to share the names of all the brands you’ve worked with; just two or three bigger brands should suffice. Or, customize this section depending on who you’re pitching to. You can even link to the sponsored blog posts you’ve written for these brands so a future partner can take a look and see what to expect.
Alternatively (in fact, I prefer this), you can just skip this section, especially if you think the document is starting to get too long — you don’t want that, and instead, mention this in the [email] correspondence with your point of contact. If you have a separate “Sponsors” page on your blog, then you can add this info there as well, instead of putting this in the media kit itself.
List of services and prices (open-ended)
If you’re thinking about making a media kit for your blog, chances are that you’ve already thought up different types of sponsorship opportunities and the kind of compensation you’d like for each of these.
But it gets a bit tricky because every company is different. Not all companies can or will pay you premium prices, nor do all companies fit the same mold when it comes to the type of content they want.
Example: You’re a fashion blogger and there are two prospects for brand partnership: A local and new jewelry company that was founded just a few months ago, and a huge, well-known, international clothing brand. Obviously, the first company probably does not have a whole lot of money, while the second company is likely drowning in the dough.
In short, cookie-cutter services and pricing information won’t fit all the brands you may want to work with. You’ll need to tweak this information to match and level with the company you’re planning to work with. I recommend you adjust the services and pricing information for each brand separately before sending them your media kit.
As for the services themselves, as a blogger, you have a few options:
- A sponsored blog post + a mention in social media and newsletter.
- A link to the company/product website in a resources page or some blog post that’s not dedicated entirely to that company or product.
- A YouTube video.
- A sponsored post, YouTube video, links inside additional pages, social media newsletter mentions (big and expensive package.)
- Mention inside a newsletter and/or social media only.
How else would someone reach out to you, eh? Make sure you have your email address at the very least, and maybe your phone and physical address too. Oh and also, remember to add your blog’s URL (website link.)
How to Design a Media Kit
The first step to designing a media kit is to gather all the information. I’ve already shared all that you’ll need, so the next step is to organize the data.
Write down a short bio for yourself and a couple of short paragraphs about the blog. Collect all relevant data from Google Analytics, your email marketing software, and all of your social platforms.
Once you have everything you need, start putting it all together and design your media kit.
Some helpful information and facts to keep in mind:
- Media kit size: US Letter (8.5 by 11 inches), A4 (21 by 29.7 cm), or horizontal presentation (1920 by 1080 px)
- Media kit format: PDF document
- Number of pages: 2-8 pages, ideally.
There are two ways to design your media kit.
You can either grab a template and customize it with your brand elements and unique messaging. Or, you can design the kit from scratch.
Design a media kit from templates
Templates are great because you don’t need to waste time designing from scratch. Unless, of course, you enjoy the design process itself, as I do.
But, if you’re short on time and/or not a design enthusiast, using templates to create your media kit is a great idea.
If you’re looking for a template, feel free to grab the 4-page media kit Canva template for totally FREE! Sign up using the form at the end of this blog post.
I also have premium media kit Canva templates on my shop, so you could take a look at those too:
I love Canva because it’s so easy to use without sacrificing quality! That said, if you prefer Photoshop or InDesign templates instead, there are a lot of those available on Etsy or Creative Market. Just search for “‘software name’ media kit”, and you should find plenty.
Design a media kit from scratch
First, decide which program you’ll be using to make your media kit. Here are some options:
Canva: By far my favorite graphic design tool. It’s easy to use, creates high-quality documents and graphics, and the learning curve for beginner users is next to none. It has both free and paid versions. The paid membership is way cheaper than a subscription to any single Adobe program. Also, because Canva is an online graphic design tool, you’re not limited by device. As long as you have a browser and internet, you can access all your designs from anywhere and from any device.
Adobe Photoshop or InDesign: Adobe products are used by industry professionals. Meaning, they’re sophisticated and have a steep learning curve. I recommend these programs only if you’re already super familiar with them. If not, go with Canva. I mean, I’m a proficient user of both Photoshop and InDesign, and I still reach for Canva pretty much by default these days. In fact, I made my media kit from scratch with Canva!
Microsoft Word, Apple Pages, etc.: Meh. This ain’t 2005 anymore, guys. Sure, you can use MS Word or Apple Page or something similar to design your media kit, but if simplicity is what you’re searching for, I say go with Canva.
Yeah. Big Canva fan out here, as I’m sure you can tell…
Anyhow, once you’re ready to put things together, here’s what I recommend.
- Cover page: Add a nice photo (your photo or any photo that matches your blog’s style and aesthetics,) your blog’s name, logo, tagline, and blog website URL
- About page: A few paragraphs about the blogger and about the blog
- Stats and demographics page
- Services and pricing page: best if you customize this depending on which company/brand you’re sending it to
If you have a lot of different options for collaboration, you may need to add more pages, but try not to go over 6-8 pages, 10 max.
Some other design tips
I personally like visual breaks, so I tend to add a lot of images and white spaces (← empty areas) on most of my info products and graphics. The free media kit Canva template that I’m giving away within this post, for example, has four (4) pages and utilizes lots of images. That’s just my personal preference and sense of aesthetics.
There are others who prefer a tighter design and swear by never using more than two pages for a media kit. Whichever camp you belong to, what’s important is that the information you share is clear, concise, organized, and easy to follow.
Use your brand colors, and make sure the fonts and font size you use are legible (at least 12px or larger font size.)
Media Kit and Blog Sponsorship Best Practices
Now that we’re done with designing a media kit (or at least understanding how to create one,) let’s look at some best practices surrounding media kits and sponsored content in general.
Should you make your media kit public?
Some bloggers seem to suggest that you should have a media kit public and easily accessible on your blog that just about anybody can view or download at any time.
During my research, however, I have yet to come across an established blogger with their media kit hanging around their blog for any and all to grab.
So, my personal take on the matter is that no, you should not have a media kit available to download on your blog for just about everyone and their pets.
And here’s why I think it’s a dumb idea:
- As I’ve mentioned before, a media kit isn’t a one-document-for-all. Chances are that you’ll be changing up your offers and prices depending on the company in question. You may decide to charge a thousand bucks for a sponsored blog post and social media package to a high-ticket client. And you may charge 50 bucks to another company because you love them and they’re not established enough to pay you the big bucks.
- If you make your media kit public, you’ll be boxing yourself in and open to exploitation. Some companies that can pay you more might try to score a lot of value for peanuts, while smaller brands might not even approach you if they feel like you’re too big and costly for them.
So, yeah, don’t make your media kit available to download for just anyone. Instead, if blog/content sponsorship is a big part of your monetization efforts, you should make a separate page for potential sponsors (and add it to your main website navigation menu for easy access) and mention that brands hoping for a partnership should email you for a media kit.
This way you’ll have a chance to vet the company first and adjust your collaboration offerings accordingly.
Always include a few collaboration options
When you give people only one option (just a sponsored blog post, for example), they’ll weigh in on whether or not to work with you at all. But if you give them multiple options, then they’ll start to think about which option they like better.
It’s a common psychological trick, so always give multiple options, unless you’re confident about a certain package you’re offering.
Media kit + plain text
Aside from attaching a media kit to any follow-up emails to companies or cold pitches that you send out, you should also summarize the key points (collaboration options, important terms, etc.) within the email body itself. From experience, I know that some people don’t like to open attachments and read only the email body. Others, however, prefer a document they can access to see all relevant info.
Unless you know exactly what someone prefers, give them both the media kit + the plain text description of your offers within the email.
Frequently Asked Questions
What's a media kit?
It's a document that has information about your blog, such as what your blog is about, who's behind the blog (something about you—the blogger), audience demographics, blog stats, collaboration opportunities, etc., that can help a brand or company determine if sponsoring content on your blog will be beneficial for their products or services.
Must I have a media kit?
If you're a blogger or influencer who wants to partner with brands and companies for sponsored content, then yes, you must have a media kit. Some companies specifically ask for it.
How do I make a media kit?
Create a PDF document that has info and data about your blog, the blogger, the blog's audience, demographics, blog stats, and contact information. You can use Canva to design your media kit. There are templates you can purchase or get for free. You can also use Adobe Photoshop, InDesign, Illustrator, Microsoft Word, or Apple Pages to make your media kit.
What is a media kit template?
A media kit template is a document that you can customize to add your blog or business information, without having to design it from scratch.
What goes inside a media kit for a blog?
Typically, you'd include the blog's name, logo, blogger's name, blogger's bio, details about the blog niche and audience, blog stats like monthly pageviews and unique users, services or collaboration options, and contact information.
I hope I was able to give you all the information and resources you need to make a fabulous media kit for your blog — one that will help you land sponsored content and brand partnerships. If you have any questions, confusion, or feedback, please feel free to share them in the comments below. I’ll do my best to respond 🙂