You’re a blogger whose followers have been growing, either by leaps and bounds or slowly and steadily. You’re proud of your work. It’s a pleasure to share your knowledge and passions with an audience.
Sooner or later, you start to wonder if you could monetize the great blog you’ve built.
Maybe you share your passion for South American food. Would kitchen stores be interested in sponsoring you? If you write on global hiking adventures, how about an outdoor clothing brand? After all, these brands sell things your readers can genuinely use — and probably do use. Why not synergize their interests and needs through your blog? You’ll be supplying your audience with convenience and more information about a subject they are already interested in.
What’s a Media Kit?
Supplying more information is also where a media kit comes in. Simply put, a media kit is a compendium of details for potential sponsors and advertisers on your blog. You lay out the important facts and data they need to know to decide to work with you, like your blog stats and number of followers.
To sponsor you or place advertisements on your blog, brands and businesses need to know what’s in it for them. Is it going to provide a good space with which to be associated? Will it provide them with customers on a steady basis? What’s the value to them? The media kit is the place where you tell them that.
The word “kit” sometimes throws people. The phrase dates back to the pre-digital days, when these facts and data were often in a literal kit, like a binder or even a small box. Now, though, the kit is often a page or PDF you can email to potential sponsors and advertisers.
When Should You Create a Media Kit?
You can develop a media kit whenever you want. Anytime you start to seriously consider monetizing your blog is the right time!
Even if you’ve just started a blog, you can still develop a media kit. Talk about your dream and vision, and provide facts that show your reach and potential. Adding 500 new views per month? That may attract some advertisers.
It is important to keep your media kit up to date, no matter when you develop it. We’ll talk more about the specific ingredients of a media kit below, but because it contains data about readers and your site, it will become outdated in three to six months. You should give a date by which your data is current. Potential advertisers will expect to see a fairly recent date.
If the size of your audience grows, share that information with potential advertisers. If it contracts a bit, it might be time to do some audience outreach features to maintain your sponsorships.
How Long Should It Be?
The size of your media kit is determined by how much you need to include — which, to some degree, will be dictated by the amount of data you have, the length of your vision statement and so on. Remember, though, that it needs to be very easy to skim. Add pictures or infographic elements to break up the text. Think in terms of eye-catching charts and large bullet points giving the most salient facts.
What to Include in Your Media Kit
OK, here’s where the rubber meets the road. You need to put a media kit together to vault yourself into the professional realm.
Don’t worry if this seems like a lot of work. It may be extra effort up front, but once you’re finished, it will only require an update every few months. Here are the steps.
1. An Introduction
The media kit should include a brief introduction of yourself and your blog. Remember, your audience is media buyers. Tell them your story and why it matters to them.
Tell them about the blog itself. What have you accomplished? How did you come to write a blog? If you’ve had a love affair with food since you sat in your grandmother’s kitchen at the age of 4, make it connect with what you do now. Here’s your chance to provide potential advertisers with insight into your passion.
If your work has been published in places other than your blog, include that information in the introduction, as well.
2. A Description of the Blog
Describe your blog. What does it cover? How do you cover those topics? Who are your readers? How do you fit into the community of people who care about this topic? What does the blog contribute that other media don’t? What’s your niche?
3. Regular Features
Here, highlight any regular features of your blog. If you have a cooking blog, for example, do you interview local chefs or review farmers’ markets? Does your outdoor adventure blog include interviews with folks who have gone up Annapurna, or are training to hike the Appalachian Trail?
If you actively participate in events related to your blog, such as conventions, include material and links here.
The purpose of the data, remember, is to show potential advertisers and sponsors your reach in a way that indicates what they will receive if they work with you. Data should include:
- Monthly page views via Google Analytics
- Average page views over the last quarter
- Unique monthly visitors
- Monthly traffic sources, with number of inbound links
- Followers per channel — Facebook, Pinterest, Instagram, YouTube, Twitter, etc.
- Email subscribers
- Audience demographics — pull from Google Analytics, or go more in-depth with free metrics from Quantcast
You need to draw clients in with your images. Show them visually where their material will be placed.
- An image of your blog’s homepage
- Your logo
- A headshot
- A screenshot of a typical post, showing the space available for advertising
- If you take photos specifically for the blog, show a representative post
In this section, place your sponsorship policies. Your advertisers and sponsors need these as a critical piece of information. What are your rates, for example? Depending on the type of blog, your audience and your market niche, you may have multiple opportunities for sponsors and advertisers.
Remember, too, that the more sponsors you have, the more you can divide them into tiers.
Consider the following types of possibilities:
- Giveaway opportunities
- Product reviews
- Product placement
- Featured sponsor placement, if you have several different sponsors
- Ad placement
- Your payment requirements
Testimonials can make a sale for you. Yes, your description and all the information provided will give potential advertisers and sponsors a window into why they want to work with you. But testimonials from other sponsors and advertisers about how your blog delivers a demographic, drives their sales and so on is pure gold. Use testimonials if you have them.
Once you have all these, that’s it! Your media kit is complete. All you have to do is PDF it and send.
A media kit is one of the most important development steps you can take to grow a business. Remember the seven steps below:
- Write your introduction.
- Write a description of your blog and its niche.
- Itemize any regular features.
- Provide complete data.
- Compile images that represent the blog.
- State your policies.
- Gather testimonials from other sponsors or advertisers.
Have fun and grow your business at the same time with these steps to create a strong media kit.
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