How to Make a Media Kit that ROCKS

Make a Media Kit that Rocks | The Blog Maven What is the #1 thing that will make you stand out to potential blog sponsors and convince them that your blog is the right investment for their advertising dollars?

Two words: Media Kit.

Whether you’re new to blog sponsorships or a seasoned veteran, having a polished and professional media kit will give your sponsorship program an edge over bloggers with a similar audience, helping potential sponsors recognize the value of sponsoring your blog.

I’ll tell you straight: it does take a bit of time investment to put a great-looking media kit together, but once it’s done, you’ll have it for the rest of your blogging life.

So folks, this doesn’t have to be some terrifying project – it’s pretty simple, really. 10 steps and you’re done – so as soon as you’re finished reading, share this post with your friends and then get going.

>>Everything You Need to Know about Media Kits<<

Umm…What’s a media kit?

So glad you asked.  It’s a document you put together that gives prospective blog sponsors everything they need to know about sponsorship with YOU.

And I need one?

Of course you do.  A great sponsorship kit is an amazing tool for communicating with sponsors, but it also shows them that you know what you’re doing.  A media kit is your best foot forward, professionally speaking – and it will also help weed out businesses who really wouldn’t be a good match for your blog.  So you can quit wasting your time writing lengthy emails to “just anybody” who’s interested in sponsorship and focus on sponsors that will go the distance with you.

What goes in a media kit?

You might think it’s just dry, boring facts like your Google Analytics stats and your pricing, but if you stop there, you’re selling yourself short.  A media kit is an opportunity to show off the best of your blog: your personality, your style, and what makes your blog unique.

A great media kit is the gateway to the best sponsorship program with the highest rewards.  Period.

So are you ready to get started?

Let’s do this.

Media Kit Guide from The Blog Maven New! Download this Guide as a PDF – FREE! Want to take this article with you? To get a PDF version of my “How to Make a Media Kit that ROCKS” guide PLUS a helpful checklist to guide you through the process of creating your own media kit, just click here.

Create a Media Kit in 10 (Easy) Steps

1. Gather Your Resources

This is the biggest hurdle to get over, but once you have everything you need in one place, it’ll give you momentum to finish the job.  Here’s what you need to gather:

Images

  • A photo of you
  • You blog’s logo, preferably at a printable resolution.  If you don’t have one, contact your blog designer to help make that happen.  No logo?  Use your blog header until you’re ready to hire someone to help you go Pro.
  • The most beautiful or interesting photos from your blog
  • A screen shot of your blog’s home page with your advertising space visible

Features (make a list)

  • Regular features on your blog that draw readers: post series, blog carnival/linky events, etc.
  • Subject areas you write about, including most well-read posts about the topics

Statistics

  • Page views per month (from Google Analytics)
  • Average page views (in the last three months)
  • Unique visitors per month
  • Traffic sources with number of incoming links per month
  • Reader demographics (you can get these from Quantcast, where you can sign up for free)
  • Subscribers: RSS, Mailing list, Facebook fans, Twitter followers, Pinterest followers, etc.
  • Any other statistics that are noteworthy

2. Write an Introduction

Since the introduction is the first thing people will see when they read your media kit, make it count.  There’s plenty of space for your statistics, but you need to make your introduction personal.  Tell a little bit about yourself – your family, hobbies, goals – whatever will help a prospective sponsor connect with you.

Put your photo here – not a long-range shot, but a face-to-face “greeting” that shows how friendly you are and invites potential sponsors to get to know you and your blog.

If your work has been featured in any magazines, books, well-known blogs or other publications, here’s where to tell about it.  It doesn’t have to be long; a simple “My work has been featured in _____” will do.

3. Describe Your Blog

What is the THEME of your blog?  You can have more than one, but give an in-a-nutshell account of what your blog is about.  Tell about any weekly events you host that draw regular readers to your blog.  If you have seasonal topics you write about, describe your yearly flow.  Write a few sentences to describe your readers, too: you (should) know their habits and personalities better than anyone, so let your sponsors know exactly who they’ll be advertising to on your blog.

This is the heart of your media kit: it helps your sponsors understand what you’re about, and it can help them – far better than statistics can – understand how well they (and their products) will fit into the life of your blog.

4. Present your blog statistics + reach

Here’s where you’ll use all those fun numbers.  At the very least, your potential sponsors have the right to know:

  • Unique Visitors per month
  • Pageviews per month
  • Subscribers (RSS and mailing list, if you have one)

It’s important to make sure that you stay current with your stats.  Put “current as of [date]” and then make sure that date is within the last three months.  It’s not helpful to give your numbers from last February, because (as you know) a lot can happen in the life of a blog over many months.  Keep it current.

Aside from the three items above, if there are any numbers you don’t feel are impressive, just leave them out.  Sorry, your 23 Twitter followers just won’t make the cut. :)

But what if I’m a beginning blogger?

If you don’t have lots of impressive numbers to show off, you may want to think about including your growth trends.  For example, I’ve only been writing on this blog for about two months, but last week my email subscription grew by 800%.

Not bad for a few posts between design clients. :)

5. Outline your sponsorship policies

This is the “terms” of your sponsorship, and it includes your prices, but what should be more important to your prospective sponsors is what they’ll be getting out of the deal.  Here are some things you need to consider, and outline them in plain speech for your sponsors:

  • What are your rates?  If you offer different sizes for your ads, list the price for each size.  The larger the ad space, the higher the price.
  • Do you offer your sponsors the opportunity for a giveaway?  If so, these almost always come with special terms – e.g., an extra fee, or a certain number of months of sponsorship before they’re eligible to offer a giveaway.
  • Do you conduct product reviews?  Sponsors are probably aware that the most powerful kind of advertising is an in-post link that flows naturally from the context of your writing.  So it’s okay to state that while you consider giveaways and reviews that fit with your topic and your readership, if they want the star sponsor treatment, samples must be provided by the sponsor.
  • Where will the ads appear?  Will people viewing your posts in their reader or via email be able to see the ads?  How do you decide on the placement of your ads, and who gets the top position?
  • Outline any payment policies, such as payment being required within a certain time frame prior to the month of sponsorship. Also give details of when the images are due to you and what file types you accept (just JPGs and GIFs, or do you allow animated buttons as well?).

These are all important factors to consider, but as you’re thinking about them, remember that if you want to find a sponsorship match made in heaven, you have to be a great sponsor host first.

6. Gather testimonials

You can talk all day long about how great your blog is – what an amazing opportunity sponsors have when they team up with you – yadda yadda yadda…  But getting other people to promote you?  Priceless.

It’s not that other people will say things you couldn’t say yourself, but it means more coming from others.  Having great testimonials alone on your side won’t convince sponsors to sign up with you, but if there’s a sponsor who’s “just not sure,” a great recommendation from your past sponsors will help seal the deal.

If you don’t already have testimonials in hand, it’s time to reach out and ask for some.  If it makes you feel uncomfortable, I’d normally say “get over it,” but this time I’ll give you a little script to follow. :)

Hi So-and-so,

I’m putting together a packet for potential sponsors for my blog, and I was wondering if you’d be willing to write a short testimonial about your experiences as a sponsor of [name of your blog].  It doesn’t have to be long – even a few words will go a long way to help other small business owners in their decision-making process.  And of course I’d include a link back to your blog.  I appreciate your time!

Best Wishes,

[your name here]

P.S. Hope you and your family are well! (or some other personal remark)

(By the way – Men, please don’t use this example as-is.  It’s terribly feminine.  Rework this to fit your style…or at least throw in a reference to football.)

It may seem intimidating to reach out and ask for testimonials, but I can tell you it does get easier with practice.  This goes with the territory of monetizing your blog – sometimes you have to step outside your comfort zone.  But put on your “business hat” and just do it.

7. Wrap it Up

It would be a shame to make it this far and not seal the deal.  Don’t forget the all-important call to action at the end.  Give your potential sponsors their next steps.  How should they get in touch with you? (email is fine.)  And don’t write “To find out more about sponsorship,” because that’s what they’ve just done in reading your media kit.  Rather,

To begin sponsorship with [your blog’s name], please contact [name of contact] at [email address].

So that’s it!

Almost.

The writing portion is done.  The only thing left is to tie it up in a bow.

8. Sprinkle Liberally with Photos

Nothing says “boring” like a huge pack of WORDS.  Add some class to your media kit by featuring photos or images from around your blog.  If you have a great-looking blog, put some example photos or screenshots in your media kit to give sponsors a feel for your site.  Make it visually appealing so sponsors can see the “home” their ad will live in.  And as a last resort, if you don’t have images readily available, it might be worth calling your blog designer to make the layout pop with different fonts, colors, illustrations or other graphics.

The idea is to make sure your media kit looks professional, not like a 9th grade history paper.

9. Proofread.  Edit.  Repeat.

If you think you’re done, that just means you need to let your project rest for a few days.  Put it aside and come back to it with fresh eyes.  Read it out loud.  Make sure it’s perfect.  This document will represent you to all your potential sponsors, so make it count.

10. Convert to PDF

Please, PLEASE don’t send out your media kit as an MS Word document.

AGH!

If your word processing software is so old that it doesn’t convert documents to PDFs, you can download PDF 995 (it’s free), which will install a PDF converter as a printer on your computer.  But it also might be time to update your copy of Word.

And…Send it Out!

Your work here is done.  Have your shiny new media kit ready to send out to potential sponsors, and watch your blog sponsorship program take off!

“Ten Steps” probably never seemed like so much work.  But once you’ve created your media kit, you’ll be able to use it as a template for years to come.  Elements like blog stats and testimonials will be updated periodically, but at that point, it’s a simple exercise in “fill in the blanks.”

And when business owners contact you to ask about sponsorships, you’ll be proud to send them a well-done media kit that shows off the best of your blog.

So what are you waiting for?  Share this post with your fellow bloggers, leave me a comment (I love them), and go start making your very own media kit!

Media Kit Guide from The Blog Maven New! Download this Guide as a PDF – FREE! Want to take this article with you? To get a PDF version of my “How to Make a Media Kit that ROCKS” guide PLUS a helpful checklist to guide you through the process of creating your own media kit, just click here.

Make a Media Kit in 10 Easy Steps | The Blog Maven

133 Comments • Leave yours below!

  1. says

    Wow am I glad I found you! I’ve learned so much in the last few days from reading your posts. We just started our blog less than a month ago and there is definitely a lot to learn. I didn’t even realize you could have sponsors (naive?). Thank you again for the valuable information. I am looking forward to all your upcoming posts.
    Stefanie recently posted..Our Space Party!!My Profile

    • says

      Hi Stefanie, blog sponsorships are definitely a great way to make money blogging. If you want to follow someone who does sponsorships exceptionally well, take a look at Small Things – Ginny does an amazing job all around. I prefer sponsorships over regular ads because you can make sure they “fit” with the readership of your blog, and you develop relationships with the small business owners that sponsor you.

    • says

      Well, hopefully this will help you take the first steps. Once you get the first step of gathering your resources finished, it’s all downhill from there. :)

    • says

      Hi Kelly, if you follow the instructions and have any questions, please let me know so I can clarify for everyone here. Have fun with your media kit!

  2. says

    I’ve seen good media kit examples, but I love that your post outlines the steps, and the order I should take them. Very, very thorough! Pinned, bookmarked, read, and passing it on to friends. Thank you for this great resource!

    Also, what plugin you use to ask for the twitter username? I’ve never seen that on a site and like it!
    Ann Marie recently posted..House Tour 2012My Profile

    • says

      Hi Ann Marie, the plugin is called CommentLuv. There’s a free version of it as well on the plugin repository, but I think only the premium has the Twitter link. I use it for spam blocking too, and it seems to work better than Akismet. Thanks for sharing the post – hopefully it’ll be a great resource for your blogging friends!

  3. Lindsay Butler says

    Do you have any samples you could share? I love all the information but I would LOVE LOVE LOVE a visual.

    Thanks so much for putting this together, it is fantastic.

  4. says

    Thanks so much for sharing the detailed steps for a media kit – this has been super helpful. All your advice is concise, practical and easy to follow so thank you.

  5. says

    Hi! I have a quick question. I’m looking to use quantcast for my wordpress blog, but where it says to add the html to each page, I am a little confused on where exactly to put it. Do you have any advice?

  6. says

    Great information! I am working on using this information to create my own media kit. Should all the information fit on one page? If not, is there a limit to how many pages this should be when finished?
    Bonnie recently posted..Christmas GiftsMy Profile

    • says

      Hi Bonnie,

      I think it would be difficult to fit all this on a single page and have it still look professional. I’ve seen media kits that were only one page, and I’ve seen them 10 pages long. Even among big-name bloggers, the length varies widely. I think the important thing is to maintain the professional appeal of your blog while giving your potential sponsors as much information as you can – it’s really a “sales piece,” intended to convince them of why your blog is a good match for their sponsorship dollars. So…no rules, just whatever does the job for your blog. Hope this helps!

  7. says

    GREAT resource. Thank you so much for putting this together for us. I’ve actually just ignored the whole media kit issue because i didn’t really know what it was so I didn’t know how important it was. Boy was I wrong! Thanks.
    I do have a question though – Let’s say you’re going to a conference and you will be talking to potential sponsors… do you just give them your card with your website information which will lead them to your media kit? Or do you print out your media kit? Or I guess you could always put some on cds (although I’m sure there’s a better/more upgraded option available)… what do you suggest?
    Holly Waterfall recently posted..5 Healthy Ways to Calm Yourself When You’re About to Lose ItMy Profile

    • says

      Wow, what a great question, Holly! I think it would be a good idea to make a “quick” (one page) version of your media kit with a blurb at the bottom like, “More details and statistics are available at [your URL]” – that is, if you have lots more to show them. And then staple your business card to that and present them together. And of course, a stack of business cards without the media kit attached, as well. :) If you’re super high tech and have a designer who can do this for you, you might put a QR code on the back of your business card (even small, in the corner) that points straight to your advertising page. But any way you slice it, take your media kit with you! Hope this helps.

    • says

      Hi Phil, I love that you’re thinking outside the box with an A/V media kit, especially since you’re a radio show. I didn’t get to take a look at the page you’re showcasing it on (since your link was to YouTube), but I’d still have a one-page, professional looking PDF that people can print out and take with them. Often you’ll have a person in the advertising department whose job it is to explore leads for their company, and they’ll need to take something to their boss…even if it’s a document that says, “Check out my video media kit at [this URL]” I hadn’t seen this approach to a media kit before – great work!

  8. says

    Thank you so much for explaining this! I was just asked for one for the first time and I was clueless. I feel much better after reading this!

  9. says

    Thanks tons and tons for all of this useful information. I have really appreciated all of the help I have received from you on other posts you have written. I hadn’t given a media kit much thought since I am new to blogging (6 months) but it sounds like I should start putting one together. I makes me so nervous though ~ I guess I need to work through that and just move forward.
    Lori recently posted..Fiery South-of-the-Border Mac and CheeseMy Profile

    • says

      Hi Lori, thanks for your note! Even if you’re a new blogger, I think that putting together a media kit can be a good exercise in discovering your unique brand. It can be hard to “sell yourself,” but a media kit can help you hone in on what your blog is really about and what makes you unique. And that way if you do have a sudden opportunity come up, all you have to do is update a few statistics. :)

  10. says

    Hi Jeni,
    Thanks for this great info! I just got an email requesting a media kit and already had this pinned : ). I use Blogger and right now all my ads are through Google AdSense. Do you know how/where I would add ads from specific sponsors, or can you point me to a resource?
    Thanks again for your great site!
    Becky recently posted..Vanilla Bean FinanciersMy Profile

  11. says

    Thank you for a great article, i’m trying to put together a decent media kit and i was struggling a bit. My website is new so i dont have impressive numbers to show. As you suggested, i will concentrate on how my blog is growing. I’ve been contacted by some companies and i felt that i was not professional enough without a media kit. I set up a “advertise with me” page but it is not enough. Need o go back to work i guess :) Thank you!
    kle recently posted..From my Balinese Engagement to Ballet/English Teacher in One month.My Profile

  12. says

    I’m so glad I came across this. I’ve only been blogging for about 4 months but I’m ready to venture into the world of sponsors, but I wanted to have a kicka** media kit before I got started. This is so helpful, and basically everything I needed all in one place. Thank you so much for writing it!! (also that bit about the PDF because I totally would have sent it out in word :)
    Krista recently posted..Strawberry Freezer JamMy Profile

  13. says

    Hey thanks Jeni :)

    I definitely understand about gathering up all my blogs’ statistics + information, however I’m a bit unsure on presenting my media kit with that professional touch; what I mean is with images.

    I know about floating images to the left/right and wrapping the text around the image.. But I’ve seen some impressive media kits with background images.. Any thoughts?

    I would be using OpenOffice (open source/free Microsoft Word), and obviously exporting as a .PDF

    Might be a good blog post for you giving an example of how to place images into the background and doing things like opacity/blur to keep the reader engaged, keep the text standing out, and making a professional looking media kit.

    Let me know your thoughts please :D. Great post.

    Riley !
    Riley recently posted..New RSS Feed for BeatstrugglesMy Profile

    • says

      Hi Riley,

      Thanks for your note! I understand the value in creating a professional layout – honestly, there’s only so far “free” tools will take you. I use Photoshop and/or Adobe Illustrator to do media kits, but a cheaper solution is probably to use PowerPoint or Keynote (if you’re on a Mac). Half the battle of presentation is having the eye for what’s going to look good, so most people who are really concerned about having a professional media kit hire out the layout to a designer, and then just check back quarterly with updated statistics for the designer to make tweaks to the existing content. It’s not the cheapest solution, but definitely gets you the nicest results.

      Warmly,
      Jeni

      • says

        Thank you for your reply Jeni.

        When you mentioned photoshop/illustrator, that is my question. When using these programs, does one create an image which is the size of each page on the .pdf document, then simply type over top of it? (Or drag this image into a program such as Microsoft Word?).

        For example, create like a 1600×2400 image, leave space for typing in the middle? Or is there an option to export as a .pdf in Adobe, and one just has to know the size/resolution?

        Thank-you again Jeni,

        Riley !
        Riley recently posted..New RSS Feed for BeatstrugglesMy Profile

        • says

          If you’re using a design program like Photoshop, you can create the whole thing right there in the program. You’d start by choosing the dimensions (in inches, not pixels) of a sheet of paper and then use the design tools to create the layout. And then you can export it as a PDF. If you’re only working with word processing software, I’ve seen some nice ones done with just a white background but then importing a header image that stretches across the top. If you’re going to go that route, then using professional looking fonts helps, and you can’t go wrong with a good color palette. :) My favorites are still those that are professionally designed – for inspiration, check out this one designed by my pal Emily: http://www.onegoodthingbyjillee.com/media-kit I believe she used Adobe Illustrator for that one, though. Does this answer your question at all?

          • says

            Definitely :) — Thank-you for your in-depth reply.

            I was confused on if Photoshop could export .PDF’s (which Google was helpful to answer, Yes, it can).

            That is much appreciated with your multiple sentences. I referred back a few times to your blog post, and actually referred someone to read it as well!

            My media kit is actually very close to being done. I’ll send you an email upon complete, as I’m launching a V2 of my website!

            Sincerely, thank-you for your in-depth replies Jeni,

            Riley !
            Riley recently posted..New RSS Feed for BeatstrugglesMy Profile

    • says

      Thanks for your note, Toia. When you finish that media kit, I’d love for you to leave a link here so I can check it out and celebrate with you. :)

      Warmly,
      Jeni

  14. says

    This is great post and I sincerely appreciate you putting it together! I’m an idiot when it comes to things like this and when a legitimate company asked me to send them my media kit I was all like, “Um…what now?”

    Thank you for showing me how not to look like a dufus in my media kit :)

  15. says

    This is awesome – what a fabulous resource! We are somewhat new to the blogging world (going on 7 months now) and we have had requests for our media kit and just were not sure where to start. Thanks for breaking it all down into easy steps. It doesn’t quite feel like the humongous mountain anymore! Many thanks – we can’t wait to get started!
    Ruthie & Rose recently posted..{ DIY: Chalk Board Paint }My Profile

  16. says

    Hi Jeni,

    I’m so excited that I finally finished and proofed my sponsorship media kit! The only issue I’m having is figuring out how to create an upload for it to my site. I’d like to create a link that will lead readers to the PDF format of the media kit. Any tips on how this can be done? Thank you. :)

  17. says

    This post is really helpful, I’ve been putting of making a mediakit for the past few months, just because I had no idea where to start.
    I just have one question, your pageviews per month. how far back should I go with these stats?

    • says

      Hi Emma, it depends on how often you want to update your media kit. People who update their kit every month just take one month’s worth of stats and put it in the kit. People who update it quarterly, on the other hand, might average the last three months’ page views and give that average. Then they’d update that three months later. Does that answer your question?

  18. says

    I was extremely pleased to discover this great site.
    I want to to thank you for ones time due to this fantastic
    read!! I definitely appreciated every part of it and I have you saved to
    fav to check out new stuff in your blog.

  19. says

    Thanks for a very interesting article, we are now at the stage of needing to create a media kit but having difficulty in putting a price on advertising space. I like what you’ve done with the Small Things website.

  20. says

    great post, thanks for the comprehensive info! My only question is: wouldn’t I need to somehow prove my stats to the potential sponsors? I mean, anyone can make a media kit and just place any number, so how would I actually prove that I have a large readership?
    Noa recently posted..Filofax for dummiesMy Profile

    • says

      Hi Noa,

      Yes, you’d need to prove the large readership – typically if a brand is interested in working with you, based on what they see in your media kit, they’ll ask for either a screen shot of your Analytics, or for access to your Analytics to verify. So it’s important when you’re reporting the numbers in your media kit to use Google Analytics as your metric, since that’s the industry standard. Hope this helps!

  21. says

    Thank you for this! I all of a sudden have people emailing me asking about advertising and I have NO idea what to say or do, so it sounds like this would be a good place to start. Maybe you have answered this question already, but how do you know what to list for your rates? Is there a place to see what is normal? Again, thank you so much- this was very helpful!
    Laura Irion // Avery Street Design recently posted..garden baby shower // natural branch backdropMy Profile

    • says

      Hi Laura, all I can say regarding rates is that it varies widely – both from blogger to blogger AND from campaign to campaign. If you haven’t already checked it out, I think it would be worth investing in a copy of Bloggers and Brands, which is a great guide to getting started working with brands. And Shannon Acheson, the author, does offer consulting – I personally focus more on product development and boosting sales of your own products through your site, but Shannon would be a great resource to ask those detailed questions to regarding pricing, packaging, etc. Hope this helps!

  22. says

    This is amazing! It is so helpful to read these kinds of articles, as I had no idea media kits were even a thing! Having one of these makes so much more sense than writing random emails for each company! Now I just need to decide when I’m ready to start reaching out to companies! *I just started my blog last month*

    Thanks for the amazing information!

    http://www.littleblackshell.com
    Karen Farber recently posted..Wish List Wednesday : Shop BopMy Profile

  23. says

    Hands down this is the most helpful article on creating a media kit. I’ve been in charge of hiring people to create media kits and now find myself having to create one, thank you for your article.

Trackbacks

  1. […] Of course you can get super fancy with details on your media kit, but I wanted a clean and simple look.  I didn’t want designs to distract the viewer from all of my important information.  Check out these design tips for keeping your media clean and flowing as well as a list of what you need to include. […]

  2. […] Prepare your media kit. Every blogger should have one, and if you don’t, you may get flustered when a company approaches you for a possible collaboration and asks for your kit. Don’t know how to create a media kit? It’s easy! Check out this amazing post by Jeni, The Blog Maven, on How to Make a Media Kit that ROCKS! […]

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

CommentLuv badge