Why Do You Need A Media Kit? (Find Out Inside)

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It’s time to brand your blog or brand for success!

Media Kit or Press Kit is a document provided by sites and blogs presenting all its access and audience data, as well as any other relevant information to a potential sponsor. Its goal is to help them find all the information they need to advertise on your blog and or collaborate with your business or brand. Media kits make their experience easier.

The Media Kit works as a kind of showcase where the blog highlights its best features , motivating the sponsor to purchase advertising space and other forms of paid media within your site. Therefore, it is an essential resource for bloggers who want to monetize their activities and businesses looking to gain sponsors or partners.

The first step in the construction of a Media Kit is to create a specific page within your blog just for this purpose. This page will be an exclusive channel for business contacts and should only contain relevant information to the advertiser.

It’s important that your contact info (email, phone etc.) is clearly visible on the page. The Media Kit can be placed directly on this page or you can ask to those interested to request the document via e-mail (you can send them the Media Kit in a PDF or PPT file).

You should create a nice, clean presentation, that reflects your blog’s brand. A good strategy is to use the same color scheme, typography and any other element that emphasizes your brand.

Your readers and potential sponsors should be able to identify that this is your Media Kit, even if it’s out of your website (if sent by e-mail, for example). The use of graphics facilitates the reading of data and shows the blogger’s organization skills.


What’s your blog all about? This information may seem obvious, but is often forgotten in the process of building a Media Kit. It’s essential to describe the overall goal of your site, to specify what you usually talk about – especially if you have a niche blog – and why people are interested in what you have to say. This way advertisers will have a better understanding about your blog and about the kind of audience it attracts.

Is important to include information about your readers, demographic data such as gender, age and location because brands want to know if they can connect with your audience through your site. If you do not have this information, ask! A simple survey or a post asking for answers will suffice.

The most relevant information for marketing professionals are: gender, age, education and personal monthly income. Another useful information to advertisers are the readers online habits. Data regarding the amount of time that readers spend online, if they buy or not via Internet and what kind of products they consume are very useful to define whether it is worth or not to close a partnership with your blog.The most requested statistic data are: visitsunique visitorspage viewsbounce rate and time on page. These metrics are usually calculated at intervals of one month (unique visitors per month, for example).

Let potential advertisers know in which social media sites your blog is present. Disclose the number of your blog followers via Twitter and Facebook and any other sites where you and your followers have an active participation. The more followers you have, the more interest will be generated to your page.

If you have already made a campaign that involved social media, it’s worth mentioning the number of tweetslikes and other shares you got, showing the kind of exposure that advertisers can expect in future campaigns.

If your blog has been mentioned in the press, in other blogs or any other relevant communication medium, it is recommended that this information be included in your Media Kit. Positive mentions are another proof of the quality and reliability of your content and reinforce the value and positioning of your brand.

Media Kit must specify what are the advertising space options offered, what are the sizes available for ads and their positions within the site. There is no exact formula to calculate the price of advertising and the most common procedure is to research the amounts charged by blogs within the same niche and do the math from there. Disclosing these values inside the Media Kit is at the discretion of the blogger.

The most common forms of advertising on blogs are:

  • Banner – Ad that can be either a static or animated image and usually has a link back to the advertiser’s site. Generally, the cost of a banner is calculated by time displayed (a month, for example), per thousand page impressions (CPM) or per click (CPC).
  • Sponsored Post – The advertisement is published as part of the blog’s editorial content. This content can be sent directly by the advertiser or written by the blogger, to suit the blog’s aesthetic.
    It is common practice to make it clear to readers that this is a sponsored post, mentioning its advertising nature inside the article itself or creating a specific category or tag for paid posts. It’s recommended that the sponsored post topic has a natural fit with the blog, otherwise the post can generate distrust and discomfort among the readers.
  • Sponsored Review – Follows the same principles of the sponsored post, but in this case the blogger gets to do a review of a product or service. It’s recommended to make clear to advertisers that you will not accept payments for exclusively positive reviews.
  • Sponsored Social Media – In this case, the ads are published to the blog’s Social Media followers. It is customary to identify the advertisement with the hashtag #ad.
  • Giveaways and Contests – For brands, giveaways and contests are easy and inexpensive ways to publicize their name and their products to a new audience. For bloggers, the rewards can come in the form of greater audience and more followers in social media, increasing their credibility with future advertisers.

The Media Kit should include a page with the brands and companies that have already announced on the blog. These companies may be represented by their logos, which can contain links to their ads inside the blog. If the blog has a success story with a company and the numbers of a particular campaign are significantly high, it’s worth to give the due emphasis within the page.

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In summary, a successful Media Kit is one that shows all the best features of a blog, with clarity and attractiveness. It’s not necessary to include all the information listed in this post and it is always nice to remember that transparency and honesty are a few of the factors that help to build a blog’s solid reputation with their audience and sponsors.

And finally I would like to thank my blogger friends, who contributed to my research, sending me their Media Kits, answering questions and being awesome! You rock!

I’m running a special this week specifically for brands in need of a media or press kit. I’m only accepting 10 clients at this rate of $85 this week only! Order here!


Senior Publicist, Journalist, and Celebrity Blogger from Atlanta,GA. Credits include Rollingout Magazine, Sheen Magazine, BE Magazine, Sheen Magazine, and many more!

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