I’ve been asked several times about media kits and how to create them. I’m just gonna say I don’t have a media kit or advertising page myself as I’ve concentrated on other ways to monetize.
However, I have researched it quite a bit and have downloaded & studied my fair share of media kits as examples. Here’s a basic primer and my tips…
What is a media kit?
Born in the “old days” of traditional media, a media kit is a package of business information about a company. These days, in online publishing, a “media kit” can be a short one-page printable, a multi-page PDF document or a page on your site (often referred to as an advertising, PR or media page).
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
- Ad spots in your newsletter
- Brand ambassadorships
- Sponsored posts
- Conference sponsorships
- Sponsors for podcasts
- 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. I’ve also seen media kits that are one page long. My preference is simply a page on your website. This is because things change so quickly and updating it is a million times easier.
- 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 use it to give you ideas. You can usually find links to paper media kits on an “Advertise” page.
- Keep it updated. Make a note on your calendar reminding yourself to update your media kit or advertising page regularly. For hard copies, I’d recommend at least every 3 months. For an advertising page, I’d recommend a monthly edit.
- Make it easily accessible. If you opt for a hard copy media kit, put a link to the downloadable PDF on your “About” or “Contact” page. Or at least put a note on the page indicating you will email it upon request. If you use an Advertising page, clearly link it in your header or footer.
- 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.