Do you want to make money from your blog?
Then you should have a media kit! Because chances are, at some point you’ll want to work with brands and companies for sponsored content, and when you do, you’ll need a resume to prove your worth. A media kit is equivalent to a resume for your blog.
And if making money from blogging is one of your goals, then there’s money to be made in sponsored posts.
Not just a few bucks like you do with random ads. No. I’m talking about BIG money. Depending on your blog’s reach and the type of brand you work with, you could be making thousands of bucks just from writing and promoting one blog post for one sponsor.
And in most cases, these brands and companies will want to see a media kit before they make a deal with you. Like I said above, think of your media kit as a resume for your blog. Based on the data you provide on this media kit, a brand you love may decide that you’re worth investing in.
That’s why, any blogger who wants to work with brands, should have a media kit handy. Now, you may not think that you’re ready to start working with brands yet, but trust me, you may just get an inquiry out of the blue even when your reach is significantly small. I know I did! Often certain companies prefer working with smaller influencers, and your blog may just be the right platform for them to reach their ideal audience!
And if you’re intentionally trying to get a sponsor for your blog? If you love a brand and want to work with them, the easiest way to get their attention is to pitch them a post and send your media kit along.
Whether you’re pitching to a brand or a brand is reaching out to you, you want to be ready to send them a stunning media kit that not only has all the necessary information but is also an eye-candy.
Trust me, good design will take you far and wide when it comes to landing a lucrative sponsorship deal with a brand. That’s why today I’m going to tell you everything you need to know about media kits.
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!
The Basics of a Media Kit
Here’s the thing. As your blog grows, people will start noticing you. And this includes companies and brands with interest in the same demographics as your audience.
Did you know that some companies and brands hire people just to scope out bloggers and influencers in their niche?
These brands and companies understand the power of blogs, that’s why they want to work with us bloggers. And as bloggers, we can definitely use the connections, the money, and the cross-promotions.
Now, as far as money is concerned, how much you make depends on a lot of things: How much traffic do you get? What are your social media stats? How long have you been blogging for? What’s your domain authority? And more importantly, how big is the brand that you’re working with?
A whole lot goes into landing a sponsorship deal with a brand, but more importantly, how does a brand even know whether you’re a good fit for them?
Enter the media kit!
What is a Media Kit?
A media kit is a lot like a resume, but at the same time, not quite so. A resume is where you list off all of your accomplishments in the hope that you’ll be hired by a potential employer who’s looking for someone like you with your unique set of expertise.
By listing all your degrees and experiences, a resume is your way of letting employers know what you’re good at, what you’ve achieved, and what you could possibly bring to the table if they hired you for the right job where you could utilize your knowledge and skills.
A blogger’s or an influencer’s media kit is something similar but for the blog (or whatever platform you’re on) itself. It’s where you list how far your blog has come, what kind of influence your blog has and on whom this influence is usually exerted. It is different from a resume in that here you do not list all of your skills. You let your blog’s statistics speak for itself. Social proof is what brands are really interested in.
Now, what if you’re a complete newbie? Maybe you’ve had your blog for only a month or so, and perhaps your reach isn’t quite as impressive when compared to seasoned bloggers and/or social media influencers.
Should you wait until your monthly page-views are over a hundred thousand?
That would be a big mistake!
Allow me to explain exactly why you should have a media kit starting from day-1 and how you could leverage your media kit to gain more traffic and traction even when, and especially when, you’re a total beginner.
How Can a Newbie Blogger Use a Media Kit?
So, here’s the thing. It doesn’t take a blog that long to get a hundred or so unique visitors every day provided you’re doing something to gain traction.
– Do you blog regularly and consistently?
– Do you use at least one other platform to drive traffic to your blog? (Say hello to Pinterest!)
– Are you doing enough to build an engaged email list?
If you’re doing all of the above, you should start getting a couple of hundred unique hits in six months or less.
And when you do, you’ll start getting emails from brands and companies about collaboration.
I know I did when my blog was barely 6 months old and I continue to get them now.
That’s when a media kit comes handy. See, maybe you’re still a fairly new blogger at this time, but when a company reaches out, you need to be ready. And this can happen at any time. The very first collaboration request I received was when I wasn’t even getting a hundred unique hits a day. Crazy, right?
Some newbie bloggers stall because they’re a bit… shy. They don’t want to share their tiny follower count on their media kits. You guys, I understand! I felt the same way!
But here’s the thing. There are brands out there who want to work with smaller blogs. Maybe these brands are new themselves and cannot afford giant influencers, who may be more than willing to work with you for free or a small price, or in exchange for some free products.
Both you and the brand has something to gain here. Likely you have an audience that the brand in question does not have access to. As for you, when you’re so new, anything helps! Working with other brands at this stage helps establish your reputation. Remember, no experience is too small. If your goal is to work with bigger brands, you should definitely start off with smaller and newer brands to work with so that you can build up your reputation, experience, confidence, reach, and influence.
When is it OK to work with a brand for free or for minor compensation?
Now the question is, should you work with brands for free or a small fee, or perhaps in exchange for products?
The answer is, well, it depends!
I told you above that no experience is too small. That’s right! BUT! You need to recognize the difference between a small experience that’d benefit you now and in the long run and a liability.
Here’s what I think.
Whether you’re a new blogger or a veteran blogger, you should only work with brands and companies that you actually like and believe in. Now, if a new company or brand reaches out to you, but they don’t have a lot to offer in terms of monetary compensation, ask yourself whether or not you would like to mention this company to your audience anyway because you believe the products or services will benefit your readers. If so, then sure, why not? Go ahead and work with them.
Just be careful of what you’re being asked to do. Some companies will try to get too much out of you. Not long ago, a company reached out to me and offered lifetime premium access and affiliate earning opportunities for a thorough product review.
It was a pretty cool company and the product was good too, and I could tell some of my audience may even benefit from them.
But there were some significant issues with their approach to the whole thing.
First, they made it sound like becoming one of their affiliates was a special thing. It wasn’t. Anyone could sign up for their affiliate program regardless of whether they wrote an in-depth review of the product or not.
Second, the actual lucrative part of the offer was the lifetime premium membership. Unfortunately, I knew I had no need for their product myself.
Sure, I could still take it and write a review, but I knew that writing a thorough review would take me a lot of time. First of all, I’d have to try out the product myself along with all of their features, and then create a post that lives up to the standard I have set for my blog.
Writing a post like that takes a lot of time, and well, being a side-blogger and all that, it wasn’t worth the effort.
Now, your case may be different, and only you can judge whether or not something like this is worth the work on your part.
How to Design a Media Kit
So, here’s what you do when it comes to working with brands as a new blogger. First, you make sure you have a media kit with all the necessary information (which I’ll outline below) to work with brands. Pay attention to the design because everybody loves pretty things. That’s an additional boost to your credibility. And also, the right kind of design has psychological implications. You may just get a great deal with a beautifully designed media kit than say, a mediocre piece of PDF with a list of all the stats and data… boooring!
Once you have a media kit, you can either wait for brands to reach out to you, or you can be proactive and start reaching out to brands yourself. There are also third parties who match influencers and bloggers with companies. How much you ask for depends on the size of your blog, the number of people you reach, etc.
As far as designing the media kit is concerned, that depends on the type of blogger or influencer you are, and who you’re trying to work with. Just like you customize your cover letters depending on which company you’re applying to for a job, you may customize your media kit to appeal to the brand you want to work with.
For example, if you’re a fashion or food blogger, your blog likely has a lot of original photographs. If so, add a few on your kit so that brands have a feel for your aesthetics.
On the other hand, if you blog about personal finance, you can get away with one or two great quality stock images, or perhaps just a photograph of yourself — the blogger, so people can put a face to your blog’s content.
In any case, all media kits have a few key components, and here’s a list of these:
A Brief and Clear Mission Statement/About Section
On your actual blog, you can dedicate a whole page to writing down who you are and what your blog is about. Unfortunately, a media kit doesn’t have that kind of real estate, so you need to make it brief yet crystal clear as to what your blog is about so that when CEOs read it, they have no doubt in their minds that you’re just the right blogger/influencer for them to work with. Add things like when you started your blog, why you started it, who it serves, and the purpose behind your blog.
Every business has a very specific audience. Some companies target men, some women, some target millennials, while some others may target senior citizens. If you’re reaching out to a company whose target audience is the same as yours (which should be the case, otherwise you’ll be influencing no one), then you should definitely add a section with this information. You should give the CEOs exactly what they need to know in order to work with you. You can use Google Analytics (under Audience) to get certain data about your audience. For example, gender information, age information, geographic location, etc.
How many people do you reach? This is where you share things like your monthly page views, monthly unique visitor counts, etc. You may also add the type of posts that get the most hits. This is optional, but may or may not be of significance depending on who you’re working with. again, do a little research on the company you’re trying to work with and then customize your media kit accordingly.
Social Media Statistics
In addition to your blog’s demographics, if you’re active on social media platform(s), that data may also be used to attract the right companies and brands to work with you. Some brands specifically want to work with influential Instagrammers. If you’re one with a decent following, you should add that stat on your media kit as well.
Also, don’t forget, you don’t have to wait until you have tens of thousands of followers. With the right brand, you may be able to collaborate even if you have a smaller following for free or in exchange for free products.
In fact, some companies prioritize audience engagement over follower count. If you have a small followership, but it’s a highly engaged one, you can highlight that also.
And of course, you need to mention what you’re offering. Are you selling ads? Are you writing reviews? Is it going to be a sponsored post? Will it be just a blog post or will you be sharing them on social media as well? How you price your services will depend on a lot of factors. For example, you may work for free or for a small price for a small business or startup. But if you’re working with, say, Coca Cola or Adobe, you’ve got to ask for the big bucks!
How your price yourself also depends on your reach. If you only have a couple of hundred visitors a day, you may charge a certain amount. But if you reach a couple of thousand unique visitors a day, you can ask for much more!
One of the key points when deciding your prices is the return on investment or ROI of the company, as a result of collaborating with you. For example, if you reach 1000 people a day, and you know that 1% of that audience will convert and buy a product that is priced at $100, that’s a thousand bucks you’re helping make for your sponsor. Now, if you promote their product for 30 days, that’s 30K for the company. At a 10% ROI, you can easily charge your client 3K for a campaign that will generate 30K for them in one month.
The example above is pretty simplistic and ignores a bunch of important details, but I hope that gives you a starting point for how to start thinking about how much you should charge.
Your Contact Information
Finally, make sure you have added your contact information on the media kit. There’s a good chance that a media kit will change hands a few times. The person you send it to first may not be the one who will finalize the deal. So, it’s important that the kit itself has your contact information so that no matter who needs to get a hold of you, they can do so easily just by looking at your media kit.
Along with that, add links to all the relevant channels (a link to your blog, relevant social media, or any other page you want a company to look at.)
Additionally, you may consider adding the following, but do so only if they add value to your media kit.
Domain authority: According to Moz,
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.
Now, when it comes to what a good DA score is, the idea is a bit convoluted. The higher the score the better, but it’s really difficult for blogs to reach a score above 50. It can take YEARS! Not all companies care about domain authority because they know that a DA score alone doesn’t mean anything. So, if your DA score isn’t very high and no one is asking, don’t bother adding it.
You can find your DA score here.
Testimonials: If you have testimonials from other brands and companies you have worked with, feel free to add them, but they’re not necessary. If you have a few really good, thorough testimonials, adding them can give your media kit a boost. But it won’t take anything away from you if you do not have them.
Pro-tip#1: Your media kit should be as long as it needs to be, not shorter, not longer. However, try not to write a novel. CEOs don’t have that kind of time. Keep things to the point and brief and very, very clear.
Pro-tip#2: Add some images as most blogs and social media platforms tend to utilize visuals. This will give the companies some idea for your brand aesthetics and will help them make the right decision as to whether or not they should work with you. FYI, if you’re using stock photos, do NOT use free stock images. A media kit is an important piece of document, so use either original photos or premium stock photos. If you have Canva Pro, you can get access to over two million premium stock photos for free! There are also paid photos that cost $1 that you can use in one project. Some other sources for quality, premium stock photos are Freepik and Creative Market. If you have neutral and nordic aesthetics, one of my go-to for stock photos and mockups is for this particular style is Moyo Studio.
Tools for Creating a Media Kit
Now that you’re ready to put together your media kit, the question is, HOW do you put it together?
Well, there’s good old Adobe InDesign or Adobe Photoshop that you can use if you have access to these programs. If not, you can always rely on Canva. Canva is sophisticated enough to put together a stylish, elegant, and functional media kit, and it’s free to boot! Canva really is a blogger’s best friend.
And to make your life a whole lot easier and to save you time, I’ve even created a media kit template for you that’s specifically suitable for bloggers and influencers. Subscribe to my newsletter using this form and this template is yours. For FREE!
A media kit is like a little taste of your brand which helps other brands decide whether or not to work with you. Make sure you represent your brand in your media kit as well as you can.
Have fun, don’t be afraid to reach out to brands and companies you want to work with, and did I say, have fun?
Good luck, and if you have questions, feel free to reach out, leave a comment, and I’ll do my best to respond ASAP.
Oh, and don’t forget to subscribe if you want the 4-page, totally FREE, media kit template made with Canva!