Media kits go hand-in-hand with brand pitching. Here's what to include on yours.
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There's just something I really love about seeing media kits for the first time. It feels like I'm looking at another side of a blogger that other people don't get to see on a day-to-day basis. It's the document that shows what makes a blog tick, almost like the backbone of how a blog gets its audience.
Which is why I think it's so important for every blogger to have a media kit—even if they don't pitch with one. Yeah, I said it. You don't need to pitch with a media kit. More on that later though, promise.
So why is a carefully crafted media kit important?
It could be the reason why a brand does or doesn't want to work with you. It's what makes you different from all the other bloggers in your niche. It's another chance to prove you're perfect for the brand, apart from their first impressions of your blog. Brands get to know your audience deeper than just what's on the surface.
Let's get started so you can get to pitching. I recommend gathering all your info first in a notes app before designing your media kit.
What to include on your media kit
The first thing you want to add is your logo. This is the image people will associate with your blog and brand.
The brand obviously knows you're a person, but including a headshot drives that home more and unconsciously makes them think of you as more human, rather than just a blog.
Short description on your blog
Think of this section like an elevator pitch and stick to 2-3 sentences that describe your blog in a succinct manner. Explain your blog's mission/philosophy and the types of content you write.
For Venture & Eat, I have:
Venture & Eat is a travel and food blog dedicated to inspiring its readers to travel as much as they can to experience new cultures and places. It’s an online resource for travelers of all types and includes city guides, food guides, travel tips, where to stay, and more.
Short description about you
Like your blog description, keep your about description short as well. It's okay to show some personality here, but don't write a novel.
For Venture & Eat, I have:
Anna is the blogger and photographer behind Venture & Eat. With a focus on local cultures and experiences, she aspires to show her audience that travel is accessible to all budgets and preferences.
Anna also has experience working at an advertising agency in influencer marketing and in marketing for a travel agency. She is currently a freelance social strategist and influencer marketer.
Always include a link to your blog and your email address. How else do you think a brand will be able to find you?
Short description about your audience
Write 1-2 sentences on your audience and the types of content on your blog they love to read most. This gives the brand a sense of whether their current content would work well with yours too.
For Venture & Eat, I have:
Our readers are focused on discovering new travel experiences, culinary travel, and learning practical travel tips. They especially love city travel guides, foodie cities, and travel tips.
To get a more accurate number of your Pageviews, especially if they fluctuate, is to get the average for the past 3 months. Use Google Analytics to do this.
Brands want to get a sense of how many new and returning visitors you're receiving. Again, use a 3 month average to show the percentage of Unique Visitors to your blog.
Include the percentage of male vs. female visitors, the percentage for different age brackets, and the location breakdown percentage of your visitors.
Newsletter subscribers + open rate
If you have an impressive number of subscribers, include that on your media kit as well. This is another metric brands can use to see your influence. Definitely include your open rate as well.
Brands 100% want to see your social handles, so include those here, especially if your handles have different names.
Also include your social following.
Engagement rate and/or reach
If you have a higher than average engagement rate, especially for Instagram and Facebook, include those numbers here.
Example: 5K Facebook video views in 1 day
Current and/or past partnerships
Use your current and past partnerships to show your credibility as a blogger. You can either list out names or use the brand's logo.
Types of collaborations
List out the types of collaborations you're able to do as a thought starter. I don't recommend including your rates here as different brands and campaigns can have all sorts of budgets. You could be leaving a lot of money on the table!
At the end of your media kit, include a call-to-action about working together. Include your email here for the brand to contact you.
How to Design your media kit
Okay, so now that you've got all of your blog's info written down, it's time for the fun part! First, think of the program you want to design your media kit in. There are a few free options.
If you already have Microsoft Word and know how to use all of its features, you can easily create an eye-catching media kit with it. I personally think there are some limitations here, but everyone has their own preferences.
Canva is a great alternative to Microsoft Word since adding shapes and design elements are easy to place and resize.
The one thing that I don't like about Canva is that you can't link to specific text in a text box. You have to link the entire text box, which isn't ideal when you have multiple links next to each other.
After using Canva for some documents and running into the problem above, I looked into Google Slides. I learned you can actually change the format of the paper to 8.5"x11" and design documents that way.
Funny enough, the one thing I didn't like about this method is that I couldn't format fonts the way I'd like (think kearning and leading).
Adobe InDesign (affiliate link)
Adobe InDesign is my FAVORITE program for making documents. I use it for resumes, PDF opt-ins, freebies, and my media kit.
Why do I love it so much? Because I have so much control over the design elements in my document, whether it's for print or digital. I can use it in tandem with Illustrator and Photoshop without taking the extra step to save everything to a .jpg or .png.
How to lay out your media kit
I've seen media kits that are both in portrait and landscape mode. This is really based on your preference. Choose which you prefer before designing your layout.
If you're creating your media kit from scratch, I recommend sketching out a basic design before attempting to create it digitally. This'll save you some frustration, especially if you're using a new-to-you design program.
Notes on branding
When you're designing your media kit, make sure that your branding (colors, fonts, tone of voice, etc.) matches your blog. If your blog has neutral colors, it'll be strange to get a media kit with hot pink all over the place. Being consistent builds your blog's credibility.
How to share your media kit
Always, always, always save your media kit as a PDF file. This makes sure you or someone else doesn't accidentally edit the file. Make sure you also name it something readable like "AnnaFatlowitzMediaKit" instead of something like "Media_Kit_120818."
I've seen some bloggers link out to their PDF media kit on their blog and some that don't. This is entirely up to you. Just make sure to keep it handy if a brand asks for it.