The epic guide to creating a blog media kit that gets collaborations

A Media Kit is a document which outlines the key facts and statistics about your blog. It’s a quick way to show your value, your skills, interests and experience. You can send your Media Kit to PR companies, potential brand partners or potential advertisers. There’s often debate around whether bloggers need a media kit. If you want to monetise your blog, then it’s a good idea to have one. You won’t always be asked for it, but having one ready will benefit you (as it can take a while to put together and you don’t want to keep people waiting). It shows a potential advertiser why they should work with you and can they make you feel a bit more pukka too!

By creating one you will become more aware of your stats, which can only be a good thing. Knowing your numbers can make conversations with possible partners much easier. Brands and PR companies are busy people, so I always advise people to keep their Media Kit as concise as possible (ideally one page). Make sure you’re regularly updating yours, pop it in the diary to update it on the first or the last day of the month.

Then, when a brand or PR agency contact you you can respond and include your media kit, even if they haven’t asked for it. This will show you’re serious and help to create a really great first impression.

What can your blog Media Kit do for you?

A Media Kit can be a really useful document to have. Not only does it;

  • Showcase your writing and your achievements
  • Provide a snapshot of your stats
  • Highlight your niche and important previous partnerships
  • Show a brand how you could work with them in a collaboration

It also helps you shift your mindset and encourage you to think of your blog as a business; helping it feel more ‘legit’.

Now, I’ve convinced you that you should have one. How do you go about creating one? Media Kits are personal and one persons preferred style might not suit another. There are, however, certain sections that should be included across the board.

What should you include in your blog Media Kit?

  • Your blog’s logo or header 

Your blog name/header, tag line, your name, contact details and blog url. It’s a good idea to include a recent professional picture of you (ideally the one used on your social profiles for consistency), as it helps to make your kit personal. Show your face, don’t hide behind the kids or the dog. People are considering a collaboration with you, not them. It will help to “put a face to the name” when people want to work with you. Include another visual to showcase your photography skills, as brands want their products to be shown in the best way possible.

  • Your details

Don’t share everything, just a few sentences about you, pertinent to your blog. Where you’re from? What you write about? Why? Does your blog have a niche? Why does your blog stand out? Awards, achievements? Make sure your email address is clear.

  • Social media links/stats

Provide the links to all your social media platforms, plus the number of followers/likes on each (n.b. this will have to be regularly updated – remember this when you’re formatting your document). Don’t forget to include the number of email subscribers. I use Canva for my Media Kit, as it can be easily updated.

  • Blog stats

Your stats section should include your monthly page views (or impressions) and your unique visitors (I take the average from the last 12 months to allow for shorter months and quieter ones like August. Rather than just the stats from the most recent full month). There are various analytic platforms, but the most used (and most reliable) is Google Analytics. Jetpack (plugin for WP) gives you some stats, but it is not as accurate as Google analytics.

Highlight your blog’s strengths. Include stats that are very good and gloss over the weaker ones. If your bounce rate is less than 50%, you have a community who comment on most of your posts, a Domain Authority of over 40, these types of things are well worth highlighting.

  • Demographics

Are most of your readers male or female? Which country do the majority live in? Their age range? This will help brands to decide whether the audience they want to reach matches yours. You can find this information from Google Analytics. For example, a company in the USA with a 20-40 female target market will be attracted to your brand if you can show these are your readers. Include your audience’s age, sex, geography and other relevant interests.

  • What do you offer?

Do you offer sidebar/header advertising? Will you provide reviews? Will you host a competition? Social promotion? Do you accept guest posts or sponsored posts? I don’t put my rates on my media kit, as I prefer to find out the specific deliverables of each campaign and quote accordingly. You may choose to put yours on or even have one with and one without (more on the pros and cons later!). This is where you can list what sort of partnerships you’re after: sponsored posts, social media campaigns, product reviews, guest speaking, event hosting, brand ambassadorships, etc. It helps brands decide how they want to work with you and may help them decide to work with you in a way they hadn’t thought of before.

  • Brands you have worked with

It’s a great idea to highlight the most well know brands you have partnered with. You could use their logos to make it visually appealing.

  • Testimonials 

If you have a great relationship with a brand or agency you could ask them for a short testimonial to include. This is an example of social proof, we are more likely to (for example) trust someone if someone else has stated that they trust them. We are more likely to follow someone with a large following than someone with no followers, as we think well all those people can’t be wrong. We gain confidence from the positive feedback of others. Adding all or part of a testimonial can work wonders on your media kit.

  • Evidence of your influence

Brands collaborate with bloggers as bloggers have influence over their audience. How can you demonstrate your influence? This might be tweets, Instagram, blog posts and any other platform saying how someone acted on your recommendation, maybe to purchase something or attend an event/venue you have promoted.

  • Your USPs (Unique Selling Points)

Why are you different? What makes you stand out? Try to summarise your USPs, so a brand can see what sets you apart.

Should you write it in 1st or 3rd person?

The choice between 1st and 3rd person if personal. However, I feel we are personal brands and should strive to connect with our audience and brands. With this in mind, to my mind it should be written in the 1st person. However, go with the one you’re most comfortable with.

Do you want to include fees in my blog media kit?

As mentioned, I prefer to negotiate with each brand and provide a bespoke quote depending on the specific deliverables. However, you might include them, it’s up to you.

Including fees in your Media Kit:

  • You will save time, as they will have all the information they need. You will cut out some back and forth via emails.
  • Your rates are very clear and so people will realise you don’t work for free (or peanuts!).

Excluding fees from your Media Kit:

  • Means you can sound the brand out about the budget and deliverables BEFORE you quote.
  • You can adjust your pricing quicker if they aren’t committed in writing somewhere public.

How to create a blog Media Kit

There are a few ways you can make your Media Kit and a few decisions to make. You ideally want your Media Kit to reflect the aesthetic of your blog, so keep this in mind.

Then think about how you’re physically going to put this document together.

Start from scratch

Use any programme you’re familiar with and just get cracking. You can make it fancy or keep it simple, whatever fits with your style.

Canva

Canva has a free media kit templates that you can use as they are or perhaps customise one to better suit your needs.

Purchase a template

Design sites such as Creative Market (affiliate link) have so many gorgeous templates that will make the whole job so much quicker. If you’ve got limited design skills, then this might be the best option for you.

Make sure, however you create it, that you can update it quickly and easily. Send it as a PDF, but have an editable file too.

Now you have a great blog media kit that shows off your blog’s highlights. Remember to send it out, it’s no good stuck on your computer! Have you created your blog media kit yet? What programme do you prefer?

Want to feel more professional & get more work as a blogger? Read this epic guide to creating a blog media kit that gets collaborations

Comments 132

    1. Post
      Author

  2. A media pack and rate card is great to have, but I don’t think they have to be totally generic and mine certainly doesn’t include my DA or pagerank. I also don’t include my demographics either

    Reply
    1. Post
      Author

      Oh no they totally don’t. As I said this is just a guide, move things around, include more or less, it is all individual choice. Hopefully this will just give people an idea of what one could look like and what it could contain x

      Reply

  3. I’ve just finally gotten around to sorting mine, very useful to have but I’d say make it a reflection of your blog and you if you can. Your blog is truly personal to you so your media kit can reflect this

    Reply
    1. Post
      Author

      Yes definitely, that’s why it is good to include images that reflect your style. This is just a starter guide to give people an idea x

      Reply

  5. Very useful tips. I haven’t tried to monetise my blog and don’t see it happening in the near future but am always curious as to how to do it and what’s required. What would you say to people who haven’t worked with any brands/just starting out? Isn’t it hard to break into a very saturated market?

    Reply
    1. Post
      Author

      Although there are lots of blogs, it is such a growing market that if you have a good blog and work hard, there are definitely opportunities out there x

      Reply
    1. Post
      Author
    1. Post
      Author

  8. This is great thank you. It’s the one thing I often wonder if I should do and this post has inspired me to do so, thank you 🙂

    Reply
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author

  11. Thank you for another fantastic post Aby, and for going into this much detail. Your Blogging Club series is soooo helpful.

    Reply
    1. Post
      Author

  12. A fab post Aby- you help out other bloggers so much- so inspiring to newer blogs I am sure. I have a blog media kit but my stats change so quickly I often forget to update it. Mine doesn’t say my page views but includes everything else and I will tell them that in an email too! x

    Reply
    1. Post
      Author

      Thank you huni, I like helping where I can. This isn’t an absolute guide, just meant for people to take what they want and design their own x

      Reply
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author

  21. This is great, I have a few drafts of these but still haven’t pulled one together so this is helpful. Great to see you helping people getting their blogging legs. x

    Reply
    1. Post
      Author
    1. Post
      Author

  23. Thanks for this – this is great timing as I am in the process of putting a media pack together. I had just about everything (I have the advantage of 15 years of journalism experience and seeing lots of media packs to help – but it is lovely to see what a successful blogger includes on hers. Fab advice. x

    Reply
    1. Post
      Author

  24. I Locke your advice for new bloggers as I am one of them!! What I find difficult is approaching brands when I don’t have any impressive stats to show off yet and have not worked with many to add to my portfolio… Do you have any advice? Should I still put a media pack together?

    Reply
    1. Post
      Author

      Thanks, I am happy people are enjoying it.
      I think there would be a benefit, especially if you can show how engaged your community is and the influence you have x

      Reply
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author

  28. Another great blogging post Aby! Thanks for this, it’s really helpful. I’m going to get mine done as soon as I have time xx #sharewithme

    Reply
    1. Post
      Author

  29. I have been blogging since 2008 and am still yet to do a media kit. I keep telling myself I will one day. I really must. Nobody’s ever asked me for one. But I know I need it when it is ME kick starting the convo. That and the media kit both need to happen LOL.
    Liska xx

    Reply
    1. Post
      Author

      1. Oh no, you totally misunderstand me. I didn’t at all mean that I do just fine without one. Just that I have blogged all these years without one. I haven’t at all done well out of it, and a media kit is one of quite a few things I need to kick my own butt about if I am ever going to finally nail this blogging thing. Thanks for the inspiration. Liska xx

        Reply
        1. Post
          Author

  30. I m hoping to move towards starting to work with brands/companies more this year so this is really useful information. Thank you. #MMWBH

    Reply
    1. Post
      Author

  31. This is fantastic and what great tips. I was going to make one but I have a different price for every project I work on because most are so unique and want various things it would be too hard to just put one price and limited myself to one price or have to keep changing it all the time. I keep going back and forth if a media kit would benefit me or not. I have only ever been asked for one once but it seems so much more professional to have. Oh the decisions. Thanks for linking up to Share With Me #sharewithme

    Reply
    1. Post
      Author

      Thanks hun. Lots of people do one but without the prices bit, I guess you just have to take aspects could work for you, add in extras and leave out things x

      Reply

  32. Thanks Aby, another very helpful post!

    I’ve only been at it for 3 months, but will save this info for down the track when I’m a bit more established.

    Cheers!

    Reply
    1. Post
      Author

  33. a fab post, I’ve been meaning to create a media kit but just haven’t had a chance to sit down & do it. This has given me the kick up the arse to do it!

    Reply
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author

  39. Great post lovely!! Super useful, I’m going to attempt to make mine up today, wish me luck 🙂

    By the way, I just found a comment of yours on my blog in my spam I fished you out (I have a new filter) and you shouldn’t be in there again sorry about that Hun!!

    Xx

    Reply
    1. Post
      Author

  40. Great tips here. I certainly need to get a media kit put together and your tips are going to help. Thank you. #TheList

    Reply
    1. Post
      Author

  41. This is excellent Aby, I will put it with my other ‘Aby to do list’ jobs. You really ought to write a book so I cam have everything in one place. Thanks hun.

    Reply
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author
    1. Post
      Author

  46. These tips are brilliant, thank you! I think mine is very boring and simple, I’ll be revisiting it now 🙂 Mim @ mamamim.com #TheList

    Reply
    1. Post
      Author

  47. I haven’t yet started to work with any brands and, to be honest, have no idea where to start. Do I approach them? Do they approach me? Etc. I have seen some want a certain DA or PA but mine are very low due to being fairly low. It would be great to have a post about how to work with brands or build DA/PA. I am bookmarking this for when I feel my blog is at this point though. Thank you – very helpful as always

    Reply
    1. Post
      Author

      Are you self hosted huni? To earn money you need to be self hosted, not on the free WP. If you are then you can do a bit of both really. As soon as I moved to Self hosted I started getting lots of enquiries. If you like a company you can pitch to them or chat to them on Twitter, Hope this helps x

      Reply

      1. Thank you for the helpful reply. Yes I’m self-hosted and thought it would be the way to go and didn’t want the wordpress bit in my url so did this from the start. Think I will do some reviews of things that I have already over the next few weeks and then approach brands. Hopefully my rankings will go up a bit by then too 🙂 Thanks x

        Reply

  48. Thanks for this. I am debating when to do one as I have only just started blogging again and my Facebook following (I only started a facebook page last week in fairness) is woeful at 45, but I do get a reasonable amount of visits and comments. I think I may wait a little while yet, but I shall bookmark this page 🙂

    Reply
    1. Post
      Author

  49. Fab tips, I always advise not to include fees in your media kit, to negotiate one to one, makes you more flexible and means you open the question ‘what’s your budget’ so you can pitch accordingly. My designer created mine which is downloadable from my work page if you fancy a look. I would also advise a signature including sites, info, awards too-Thanks for linking up to #brilliantblogposts

    Reply
    1. Post
      Author

      Thanks. Yes this is just a guide, people can leave bits out or add things they want to make it personal and make sure it works for them. I include prices, but there is always room for negotiation, I find it saves time sometimes to include it. x

      Reply

      1. My strongest advice is not to add prices, it can cut you out of the market when it comes to fees and means you can’t get the most out of negotiations. That’s my advice :). I have lots of PR’s and agencies I work with and new business daily and this has proved to work very well for me. It also means you can offer bundle deals and budgets vary so vastly from brief to brief. It’s important to know the lowest you’d go to but a smaller budget brief can lead to hugely well paid campaigns. PR’s are less likely to open a 2 page document over 1 pages plus easier to embed if you choose to within the email x

        Reply
        1. Post
          Author

          Oh no huni, I am not disagreeing with you. Just saying what I do. To be honest I rarely send my pack out and tend to just have an email convo with PRs. No one can deny your success and experience, I am not saying I am right and you are wrong. x

          Reply
    1. Post
      Author
    1. Post
      Author

  52. Great tips Aby. I love the idea of creating your media kit in PicMonkey. I’m a big fan and it is much more interesting to look at something with the feel of an infographic than a Word doc #thelist

    Reply
    1. Post
      Author
    1. Post
      Author

  56. Hi Aby

    I love the blog club series, I really look forward to all the posts and seeing them on twitter which reminds me to look again.

    Thanks so much for writing such great resources for less ‘professional’ bloggers x

    And thanks for hosting x

    #thelist

    Reply
    1. Post
      Author

  58. Such a great post hun, I’m going to change my media kit because whilst I’m getting enough review offers, I’m getting nowhere fast with BritMums sponsorship so wonder if my kit isn’t up to scratch (or just that my stats/blog aren’t good enough!) xx #TheList

    Reply
    1. Post
      Author

  59. I knew I had to read this post as soon as I saw the title! Creating a Media Kit has been on my to do list for months but I still haven’t got round to doing it. However, this guide has given me a bit of a push and I’ll be bookmarking it so that I can refer back!

    Thanks for hosting #TheList, it’s one of my favourites!

    Reply

  60. Amazing advice I am loving the Blog club Aby, I need to put a media kit together soon, so this is really useful. Thanks again for sharing some great tips 🙂 #TheList

    Reply
    1. Post
      Author
    1. Post
      Author

  62. Where would you recommend creating this? Word or something else? I have been asked to send on my first media kit to a company and I haven’t created it yet.
    Also I launched a competition for a brand but for free. Thats not the right way is it?

    Reply
    1. Post
      Author

      You can do a Word doc which would be easier to update or you could do it in picmonkey, using overlays when you need to update something. Most bloggers will run a competition for free as it is good for traffic and increases your followers. Some bloggers will charge for running it x

      Reply

  63. It’s time for a media kit and this post has really helped, thanks Aby! I will definitely have to ‘zone-in’ and turn off distractions while I build it. Will help me work on my #MomBossSquad challenge 🙂

    Reply

  64. I am totally bookmarking this! I’ve not got a media kit yet but I really need to get one sorted. Thank you for sharing this important information. It sounds silly but I would never have thought of putting my social media stats on it (I was thinking blog-only) so I’m glad you wrote it here. #TheList

    Reply

  65. Do you know I haven’t updated mine for about two years so just don’t bother sending it out. I am sure I do myself a disservice sometimes! Fab post and the kick up the bum I need to sort mine asap! xxx

    Reply

  66. Hi aby, this post is really useful as I’m in the process of creating a press kit. Do you have any guidance on rates? Or know where I can find such information. I’m finding it impossible to know where to start with pricing! TIA x

    Reply

Leave a Reply

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