Blogger Talk: How To Put Together A Media Kit For Your Blog
For the first few years of doing sponsored posts and advertising on my blog (you can read more about sponsored posts and the like in my posts Full Disclosure: How I Earn Money Off Of My Blog and Blogger Talk: How Much Should I Charge For A Sponsored Post?) I used to do it all manually. Every single time I entered into a correspondence with a brand, or I wanted to pitch an idea to my brand I had to put together and type up information about my blog, my blog traffic and my terms for participating in such posts. It was a lot of work, and sometimes missed out on important information which cost me later. A few months ago I finally got my act together and put together a media kit for my blog, which not only makes my whole operation more professional, it has made my life a hell of a lot easier and stopped things falling through the cracks.
I’ve had quite a few questions recently about how people should put together their kits, what they should include etc., and as I was not entirely sure about all of this when I first put mine together I put a hell of a lot of research in, I thought I’d take a moment to share a lot of what I learnt, some things I have learnt by trial and error since I first started using a media kit, and a general guide to what you should include.
Just as important as the information you include in your media kit like numbers and stats, is your branding. In case you don’t already know what I am talking about, take a moment to head over to my Twitter page, and my Facebook page. These are pages where elements are customisable, and what do you notice? My colour scheme of grey, white and lilac, and branding are consistant across them all, using common fonts where I can.
The ‘Rachel Phipps’ Colour Palette
Just how these colours and fonts make up your website and your social media pages, you should stay as consistant as possible and use these to make up the elements in your media kit too. Not only is this consistency professional, it looks much better too. If there are any other elements in your blog design that you could use in your media kit too, use them. For example, the little flag ended icon in my sidebar where I advertise the Rachel Phipps Newsletter? I’ve used those flags as page title tabs in my media kit.
a) The newsletter subscription flag in my blog sidebar, and b) the menu flags in the top right hand corner of each page of my media kit.
As you can see from the screen cap from the first page of my media kit (above) you want your contact information to be big and clear on your front page. My media kit is only 3 pages long so I don’t repeat it, but if your kit is long you might want to repete the same information on the last page too so it is in your prospective clients mind when they finish reading. Your email address is the only thing that you *have* to include, but your website URL is also useful I think to keep it fresh in their minds too. I’ve included my Twitter handle as it is the second easiest way to reach me after email, so also include any other contact info that you are in touch with all the time. If you have a phone number you use for your blog and don’t mind sharing that would be good, I just don’t have one because I never answer my phone to unknown numbers.
Numbers & Page Statistics
One of the main things your clients want to get from your media kit is an idea of how many people, in quantifiable numbers they will be reaching by collaborating with your blog. The two most useful numbers, and that you really ought to include are the number of unique visitors your blog gets every month, and the number of page visits. I round these up or down to the nearest 100. Whatever numbers you want to include is up to you, but obviously you want to showcase your best figures possible, and you also want to give a feel for the social media streams that will be relevant to collaboration. Say that you mention promotion on your blogs Twitter and Pinterest pages is included in your price for a sponsored post, you will want to lay out these figures. I find ‘followers’ hard to quantify what with the death of Google Reader and everyone now using different services like Bloglovin’ or Feedly, so I only include my Twitter and Pinterest stats as they are my two most used social media platforms.
About You & Your Blog
Potential sponsors like to know a bit about the background of your blog and the person writing it. Including some of the brands you have worked with, places you have been featured and awards you have one may also help them decide that you are the right blogger they should be working with. In my media kit I sum up my blog in a few short sentences and let prospective clients know how long it has been running for. I think write a bit about me, highlighting things I have done that would make me a ‘qualified’ person to be blogging about my subject area, followed with a small taste of brands I have collaborated with. I also mention I write The Glossy Guide, so they know I edit a beauty blog too if they think that would be better suited to them.
Lay Out Your Prices & Guidelines
Two things are important in this section. You need to make what fees you expect for your services very clear so there can be no confusion (you can read my post on how much you should charge for a sponsored post here), and you need to put your guidelines. I make it clear what I offer with each post (what they can expect to be included in a sponsored post as well as what social media promotion I will include), and I also make it clear what I will and won’t do, like all my sponsored posts have to have my ‘Sponsored Post Disclosure’ tag at the bottom of each post, non negotiable, and which links will be follow or no follow. If you make all of this clear initially, it will solve a lot of problems later.
It is all very well giving prices and saying what you will or won’t do with collaborations, but something I think is a really good idea to show a prospective client really what they will be getting by working with you is by doing a case study of a previous sponsored post you have done. My Media Kit case study is based on a collaboration I did with Sunglass Shop to giveaway a pair of sunglasses. They also gave me a pair to review and feature in an outfit post. I included pictures from the post, a little blurb about what I was asked to do by the client and what I put in the final post, and most importantly numbers of how many people viewed the giveaway, and how many people entered.
What Your Readers & Clients Say About You
Something else that might be nice to include in your media kit are comments and feedback from your readers and former clients. Nice tweets about your blog, kind words of feedback after you’ve worked with someone, all of this can look great in your media kit as long as you don’t use too much. It is great to sell yourself and promote the kind words others have said about you, but be careful not to come off too arrogant etc.
So, this is all the information I would include in a Media Kit, and how you put it together is up to your skills and software. I made my PDF in photoshop, where I made all the elements for my blog, but whatever software you use to build your blog elements, or even a word document can be fine as long as you make it look good. If you have had someone else design your site for you and you don’t think you have the skills to build your own Media Kit, gather all your data and find a graphic designer to do it for you. I promise you that a good Media Kit is a sound investment for making your blog more business-like. Just to sing off, my favourite resource for business of blogging posts, guides and analysis is Independent Fashion Bloggers, and they also have a pretty brilliant guide of their own to putting together your blog’s Media Kit.