A media kit will make you stand out to potential blog sponsors and convince them that your blog is the right investment for their budget.
Although a media kit is not a guarantee you will get press coverage, having one will make it a lot easier!
In this article, I will explain what a media kit is, why you need one and how to create a media kit that will bring sales and partnerships to your blog.
1. What Is A Media Kit?
In the world of digital media, a media kit is a resource that lives on your website to let the media or potential partners know who you are and what you’re all about.
Having a media kit ready to go can save a lot of time and help you to generate media exposure. Think about it as a resume for your business. There is no better time than today to create your perfect media kit!
2. Why Have A Media Kit?
Media kits are a great way to market your business, grab your reader’s attention, create a lasting impression, and create interest. Here are some great benefits of creating a media kit:
- Pitch brands, partners or media
- Generate potential media exposure
- Give people sharable and easily accessible content
- Flexibility to promote what you want, exactly the way you want it
3. Where Should A Media Kit Live?
I think the number one question I receive about media kits is “where should it live?”. The answer – the easiest place for the media to find it. A dedicated media page that lives in the footer of a website as well as on the contact and about pages for my clients is the best bet for allowing people to find you.
The most visited page for most clients, besides the landing or homepage, is the about page. Add your media kit link there, if possible. Within the media kit page itself, have a downloadable PDF that’s grab-and-go for anyone who needs it. This could live in a Dropbox, Google Drive or Amazon AWS account.
4. What Should Be Included In A Media Kit?
Your media kit should be tailored to your particular business, industry or objective. Here are some things you may want to include in your media kit:
4.1. A Short & Long Bio
Here’s the thing – people in the media have very little time to write and publish content. You’d be amazed at how quickly it happens. The easier you can make their job, the better. Some journalists will need a short bio, while others will need something a little more lengthy.
What should you include?
- Who you are and what you do
- Accomplishments, awards, and certifications
- Links to complimentary websites, like your business website or associations
- Bulleted highlights of why you’re so awesome
Some people find it very hard to write about themselves. If this sounds like you, you may want to hire a professional copywriter to either write or edit your bio.
4.2. Media Files & Links
If someone is looking to write about you, chances are they’ll need additional media to accompany the piece. Don’t just throw old photos into your media kit.
Think about what kind of vibe you’re putting off in your media and what kinds of people you’re looking to attract.
Types of media you may want to include:
- Current photos of yourself or business, high resolution, with a variation of backdrops and wardrobes
- Product shots and logos, if applicable
- Videos of yourself speaking or outlining your products or services
- Media appearances, if any
- Audios or podcasts
4.2 Your audience
In order for advertisers to understand your audience, you should give them as many details as possible. If some numbers are really low because you just stated it’s better to not add them. Let me explain.
If you have 20,000 Facebook followers, 30,000 Twitter followers and 300 Pinterest followers, I would not add those to the media kit and focus only on the networks that can bring results for the advertiser.
Audience Stats You May Want to Include:
- Traffic details: Unique Visitors, Page Views, Bounce rate
- Demographic info (Age, Interests, Niches)
- Social Media Followers: Each social network + followers
- Profiles and Email subscribers
- SEO Details (Domain Authority, Organic traffic)
4.3. Frequently Asked Questions
If you find yourself being asked the same questions over and over again, chances are those viewing your media kit are wondering the same thing. Adding a quick FAQ into your media kit will help with this confusion!
This may sound unimportant but it:
- Help get rid of time-consuming email chitchat that comes with new inquires
- Lets media know what kinds of questions to ask you in an interview or what to include in an article
- Acts as a fast way to separate yourself from your competitors
4.4. Partnership Opportunities
If you are looking to expand your business or create something new, it may be a good idea to add partnership opportunities! You never know who is going to be reading your media kit, or who is reading what the media puts out. It may lead to something awesome.
Here are some things to include:
- JV/Affiliate Opportunities
- Social Media Promotions
- Sponsored Posts/Product Reviews Opportunities
- Speaking Engagements
There is only so much you can say about yourself before you need facts to back it up (or before you start sounding cocky)- that is why testimonials are important! They can be from anyone you have worked with or your readers. They are important because they give credibility to your business.
Some things to include are:
- Previous work
- Partnership testimonials
- Product/service reviews
- Yelp/Houzz/TripAdvisor links and other types of reviews
4.6. Contact information
This may sound like a no brainer but believe it or not, it’s often overlooked. Make sure you have a CLEAR section telling people how to get in content with you, make it easy for people to get in touch with you!
- Phone numbers
- Email address
- Links to social media
- Media contact, if any (i.e. an assistant or publicist)
5. Media Template Designs To Get You Started
Here are several ways you can use to create your media kit.
5.1 Create it yourself using Canva.com
You can use Canva’s amazing collection of templates to create a media kit quickly and easily.
If you don’t know what Canva is which I really doubt it, well Canva is available on the web as well as on iOS and Android devices. Simply head on over to www.canva.com to start creating your design. You don’t need to download Canva, just create an account and log in.
When you are happy with the design and overall look simply save it as a PDF. It costs $1/page for an export. As most of the media kits shouldn’t have more than 5-6 pages the total cost is really affordable.
Another nice thing is that the template remains saved in your Canva account and you can do adjustments anytime you want (like changing prices, adding new features, etc).
Here is a great blog post that describes the media kit creation process with canvas in detail.
5.2 or Hire a professional to do it
If your design skills are not from this world you can easily hire a specialized designer on Fiverr or Upwork that will design the media kit for you. All you have to provide is the content and the basic layout of the media kit.
#6. Outreach to potential customers
Ok so now you have a well-designed media kit that shows who you are, what are your blog stats and what are your sponsorship opportunities along with some testimonials from previous customers.
Most of you will think that’s it. All you have to do is upload it on your website and the requests will come. Well, not really if you’re not a big shot in your niche.
You should outreach to companies that are looking to advertise to your audience.
#6.1 How to find advertisers
There are several ways to look for advertisers for your blog.
Here are several ideas you should try:
- Check other blogs from your niche, find their campaigns and outreach to the advertisers.
- List your blog in outreach agencies like Outreach.buzz and you will receive advertising requests
- Make a list with the companies in your niche (service providers, suppliers) and purpose them a campaign
6.2 How to outreach potential advertisers
Here is a template I use to outreach to potential advertisers:
Hello [Company name] / [Company name Owner]
This is [Your Name] from [Blog Name].
Sorry for sending you this email out of the blue but as I know your product/service I was thinking about a mutually beneficial partnership.
I have an audience of XXXX readers that are interested in products like yours. I would like to offer you a campaign that will increase sales and brand awareness.
Are you interested to find out more?
P.S.: Here is our media kit : [Insert media kit link]
You can automate this process as well, transforming your media kit into a truly autopilot sales machine.
When business owners contact you to ask about sponsorships, you’ll be proud to send them a well-done media kit that shows off the best of your blog.
Also, you don’t have to wait for advertisers to contact you as you can easily outreach to them and start making more money with your blog.
So what are you waiting for? Share this post with your fellow bloggers,
Need help? I am here. Leave me a comment and go start making your very own media kit!