What Is A Media Kit & Why You Need One

For the last two years, I have worked as an influencer marketing manager for small businesses. That means, I reach out to bloggers and other influencers for potential collaborations and respond to their sponsored post inquiries.

This position has given me a unique perspective on blogging. I have been able to analyze the influence of dozens of bloggers and build and shape these brands through social media.

Now you may already know what a sponsored post is or possibly you have done one before. But I want to share one way to dramatically increase the number of responses you get when you pitch your blog for a sponsored post.

It is called a media kit.

I cannot tell you how many times I received pitches without a media kit attached. Or even worse when I replied asking them to send me their media kit and they didn’t know what it was :(

If you are planning on doing sponsored posts for your blog, make your media kit today!

Many times I chose to work with smaller influencers because they had a professional media kit. Why? Because it showed that they took this seriously. If the are prepared and professional in our correspondence, it is likely that their sponsored post will be similar.

In this post, I am going to break down exactly what you need to include in your media kit and pitch email + give you a free media kit template to get you started. 

Approaching brands is like applying for a job. You need to put your best foot forward, no matter what experience that you have. Show them who you are, what your blog is about and most importantly how each of you can benefit from the collaboration. All of this can be creatively done through a media kit.

A media kit is a summary of who you are. This is where you can showcase and subtly boast about your blog.

Here is what you need to include,

  • An introduction to you and your blog
  • Statistics from your social media accounts,
  • Blog traffic
  • A headshot

Optional*

  • Your Prices
  • If you offer multiple packages
  • Previous collaborations

Adding these to your media kit shows  professionalism and enthusiasm to work with the brand.

Just like meeting someone for the first time, you need to introduce yourself. Don’t go directly to the numbers and other statistics. Let the brand representative get to know you better and relate to you. Start off by sharing your goals, what you stand for, and why you started your blog or website.

Then describe your background, business goals, and your target market. Once you have given them an overview, you can now add in your statistics.

Include,

  • What social media platforms you are active on
  • How many followers you have
  • Your blog traffic.  (You can see the traffic reports in Google Analytics.)

In your pitch email, you can then be more specific as to how your collaboration will work. A little extra research and time go a long way. Look for other bloggers or influencers the brand has collaborated with and share something you enjoyed from it. This shows your dedication to working with the brand.

Explain why you want to collaborate with their brand and you can even share some ideas or strategies you can offer in your sponsored post (but don’t give too much away until you have secured your contract!).

Once you’ve peaked their interest, you can start getting into the nitty-gritty details of your pricing.

You have two options,

  • Have set pricing packages for collaborations
  • Bespoke pricing (this is essentially a fancy way of saying the price varies for each project)

Packages are convenient because it immediately puts your pricing out there so you don’t have to carry on a conversation just to find out multiple emails later that the brand cannot afford you. If you choose to follow the packages model, I recommend having three packages, a “lite” package, standard package and premium package.

The benefit of doing bespoke pricing is you can feel through their reply to decide what kind of pricing you can offer them. There is the possibility that with negotiation you can secure a higher price for your collaboration this way. However, you may also waste time corresponding with brands that are not able to afford your price. Ultimately, the decision is yours. Consider testing each method to see what works best for you!

Media kits should reflect your brand, meaning it should include your logo, colors, fonts etc. Everything should be cohesive with your website. Show off your creativity in your media kit and treat it as a marketing presentation.

You can create a media kit in Photoshop, Powerpoint and even online editors like Pixlr.com or Canva. There are ready-made templates that you can purchase and download on Creative Market or Etsy and just fill out. Or download my free customizable media kit template below.

Have you done a sponsored post before? Comment below with your experience!