You guys, let me tell you all about media kits!
If you’re in any capacity as a blogger or media influencer, planning to make money off of your blog or social media, you MUST have a media kit! Why? The same reason people have resumes of course. It’s a document that you send to potential clients/partners/sponsors who you think could be a good fit for you to work together.
Now, if you’re hearing the term “media kit” for the first time and scratching your head in bewilderment, please read on!
What is a Media Kit?
As I mentioned before, a media kit is something like a resume, but at the same time, not quite so. A resume is where you list off all of your accomplishments in 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 media kit is something similar but for the blog 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. The social proof is all 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 pageviews are over a hundred thousand?
Now 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 in fact gain more traffic and traction even when, and especially when, you’re a total beginner.
How Can A Newbie Blogger Use A Media Kit?
Every blogger has an audience. You, if you’re a complete beginner, also have an audience. Your reach may not be sky-high quite yet, but if you’ve been blogging even for just a couple of months, if you’ve been utilizing the mighty power of Pinterest to grow your traffic, and/or Instagram, and/or Facebook… chances are, you have at least a couple of hundred visitors per week.
And if you’ve actually followed my awesome blog launch guide and have utilized all the blog pre-launch strategies I’ve outlined, chances are you have already reached that number within just a couple of weeks! So yes! You should totally have a media kit because even with this number, you can reach some people, and there are brands out there who are likely newbies just like yourself, who may not have the lofty budgets to work with the big-name influencers, who may be more than willing to work with you for free or a small price, or in exchange of some free products.
Now the question is, should you work with brands for free or a small fee, or perhaps in exchange for products?
The answer is yes! Absolutely! Especially when you’re a newbie, that’s most likely the only way to work with brands.
Both you and the brand has something to gain here. Likely you have a set of audience that the brand in question does not have access to. You also likely do not have access to the audience the brand has. By working together, you can tap into each other’s audiences, which in turn works in your favor.
Also, this establishes 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, confidence, reach, and influence.
So, here’s what you do when it comes to working with brands as a new blogger. You create a stunning media kit. You send out the media kit to some new brands who you think could benefit from working with you. You offer to review their product on your blog (as well as share on your social media accounts) in exchange for the products. You can also offer to advertise their products/services on your blog (footer/sidebar etc.) As you start to gain experience and your audience size starts to grow, you can start charging the brands you work with on top of getting freebies.
How to Create a Media Kit
A media kit has several components and how you create one usually depends on the type of blog you have, your intended partners/sponsors, and the things that would be of interest to them.
For example, if you’re a lifestyle, DIY, food, or travel blogger, presumably your blog leans heavily on using great images. If so, your media kit should reflect that. It should have some great, relevant images that represent the quality and aesthetics of your blog and your branding.
On the other hand, if you blog about personal finance or personal development, chances are you use some stock images on your blog, but the content of your blog itself does not depend on the images. In that case, you can get away with just a couple of good quality, relevant stock images on your media kit to add some variation and make it look and feel less boring.
In case you haven’t noticed, the content of a media kit itself is rather boring. So, images tend to lighten things up. If your blog doesn’t depend on images at all, your media kit can also have the same feeling and be devoid of unnecessary images, but personally, I’m a huge fan of images as they add character to an otherwise boring piece of document.
In any case, all media kits need to include a few must-have components as specified below:
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 influencer for them to work with.
Every business has a very specific audience. Some companies target men, some women, some target children, some target teenagers, or young people of certain age, and yet some 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.
Social Media Statistics
In addition to your blog’s demographic, 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 work even if you have a smaller following for free or in exchange for free products.
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, and not all services/offers will fit the needs of all brands. It’s good to have a generic media kit, but just like you sometimes have to tweak your resume depending on the job you’re applying for, your media kit may also need to be adjusted depending on the brand or company you wish to work with.
Your Contact Information
Finally, make sure you have added your contact information on the media kit. Even if you send the kit yourself via email, for example, you never know how many times it gets pass around. Chances are, even if you send the media kit to a certain person, they will forward it to someone else, and that someone else will need to get a hold of you. To facilitate that, you must always add your contact email address (and perhaps phone number as well) on the media kit itself.
Pro-tip: 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. Add some images as most blogs and social media platforms tend to utilize great 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.
Tools for Creating 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 these programs. And if not, you can always rely on good old Canva. Canva is sophisticated enough to put together a stylish, elegant, and functional, media kit, and 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 below for my newsletter and the template is yours!
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 YOU 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 get back.
Oh, and don’t forget to subscribe if you want a two-page, totally free, media kit template made with Canva!