I've been asked several times about media kits. I'm just gonna say I don't have a media kit myself so, um, do as I say, not as I do (as usual, ha!). Nevertheless, I have researched it quite a bit and have downloaded & studied my fair share of media kits as examples. Someday when I'm famous I think I'll make one of my own.
Still, here's a basic primer and some tips…
What is a media kit?
I like to think of a media kit as a blog's business card. Just like a business card provides a snapshot of your vital business information, your media kit gives a snapshot of your blog's vital statistics.
Your business card is given to individuals who might be interested in doing business with you. Your media kit is given to companies or individuals who might be interested in doing business with your blog (like potential advertisers, conference sponsors, PR reps, book publishers, TV producers, magazine writers, etc.).
Basic info to include in your media kit
- Blog name
- Blog address (not the full URL, just the domain)
- Logo, tagline or anything else that is part of your unique brand
- Brief description of what your blog is about or your blog's purpose/niche
- Short explanation of the author(s) (might be just you or others if you have contributors)
- Your target audience (demographics)
- Follower counts for RSS subscribers and email subscribers
- Follower counts for Twitter, Facebook, Google+, LinkedIn, YouTube, etc.
- Monthly pageviews, unique visitors and total visitors
- Other rankings (if notable) such as Google Page Rank, Alexa ranking, Klout score, etc.
- Any significant press mentions, awards, high-profile recognitions, etc.
- Contact info (don't forget this!)
List your partnership and advertising options
Include your advertising options, rates (or stipulations if it's not a rate-based partnership) and payment process. There are many ways to partner with companies. Here are some:
- Ad spots on your site—size and placement (screenshots are helpful to explain)
- Ad spots in your feed
- Brand ambassadorships
- Sponsored posts
- Conference sponsorships
- Ebook sponsorships (got that idea from Sarah Mae*)
- Be forthright about why it would be a good idea for a company to work with your blog. Be honest. Don't be shy. And if you offer stats as a reason, prepare to back them up with proof (such as reports from Google Analytics).
- Keep it short and sweet. I've seen media kits that are super detailed and pages long (good example: Simple Mom). I've also seen media kits that are one page long (good example: TipJunkie.com). For most blogs, I prefer the latter myself (because things change so quickly online). But however long, make it easy to read.
- Make it high quality. Period. If you aren't sure how to do it yourself, get an experienced designer to do it for you.
- Use other media kits as an example. Find someone in your niche with a media kit and download it to give you ideas. You can usually find links to media kits on an "Advertise" page.
- Keep it updated. Make a note on your calendar every 3-6 months reminding yourself to update your media kit. (This is one of the reasons I think a one-page media kit is a better way to go; it makes updating much easier.)
- Make it easily accessible. Put a link to the downloadable PDF on your "Advertise" page or at least a note on that page indicating you will email it upon request.
- Don't spam people with it. Be careful when sending your media kit to those who have not asked for it. Make sure you have good reason to send it and if you're not sure, simply ask first.