No matter the size of your audience, a well-designed media kit can make a strong case enticing brands to work with you. It’s a powerful tool you can use to promote your services and encourage profitable partnerships that align with your mission.
Brands and agencies get lots of pitches from publishers who want to work with them. They’re often inundated with requests and strapped for time, pressed to deliver ROI on tight budgets — so standing out from the crowd and making it easy for them to choose YOU is so important! Your media kit represents you in a “snapshot”, showing off your expertise, experience, results, authority, and value with just a glance.
Today we’re sharing the essential elements to include in your media kit. It’s as easy as ABCD!
The ABCDs of an impressive media kit
A is for About
Your media kit is where you get to shine! You’ve built a one-of-a-kind business with strengths no one else has. You’ll be highlighting your purpose, your value, and what makes you and your site uniquely poised to meet a brand’s marketing goals.
About your site
Start with a summary of what your business is all about, with a focus on how you serve your readers. What are your readers’ needs and how do you meet them? Brands are also looking to provide solutions for consumers and, when your mission lines up with theirs, it’s a match made in digital heaven!
As the point of contact for the brand, it’s also a good idea to include a brief personal bio to highlight your background and experience and any tidbits you want to share about what makes you a dependable business partner and an asset to brands.
While brands see value and opportunities in influencer marketing, it still carries risks for them. They’re juggling relationships with many different partners, so establish upfront that you are the person for the job and that they can count on you and your expertise!
Make sure to include your headshot — it’s always helpful to put a face with a name!
It’s not all about the numbers — but numbers are still important! Your follower and engagement metrics help prove to brands that they’ll receive a return on their investment, so provide them with information on your pageviews, unique monthly visitors, email subscribers, and social media followers.
If you have an especially impressive stat, such as a high email open rate or extensive time-on-site, feel free to highlight those as well.
Remember, PR representatives are looking to achieve certain goals when they sign on to work with you, and they need to feel confident that you can deliver. They’ll be looking for someone who can create amazing content and also reach and engage a valuable, targeted audience.
A is also for Audience
Brands are especially interested in who you serve (and who they’ll reach if they decide to work with you). They’ll have a target market they’re looking to reach, so information on your traffic makeup and reader interests can help prove that your audience is exactly who they’re looking for.
Brands might be interested to know your readers’
- Marital/parental status
- Household income
- Technology habits
- Hobbies and interests
You might present this information graphically, so someone can instantly know about your readers with one glance:
It can also be helpful to provide a more-detailed profile of your typical reader (or a handful of your target readers), drilling down into demographic specifics.
Have you developed an avatar for your business? An avatar is a representation of your perfect customer (in this case, reader), often with a fictional moniker and biography that delves into their needs, motivations, and how your business serves them.
Brands planning sponsorship campaigns will often have their own avatars in mind. Show them you’ll help them connect with readers who have needs perfectly met by their products and services!
B is for Brand opportunities
The next section to include in your media kit is about how brands can work with you. This is your chance to offer your unique skills and make suggestions about partnerships that would interest you and benefit them.
What you can do for them
You might list offerings such as a brand ambassadorship, sponsored blog post, social media campaign, paid press trip, video creation, or others.
Think about how you could use your best skills to help the brand reach their goals. If you take incredible photographs, highlight how you can visually showcase their products. If you are an exceptional writer, mention how you can influence your audience to make purchases.
You might consider including links to previous work to show brands examples of what you can offer and the stellar product they’ll get from you. A lot of potential clients make promises, and if you can back that up with clear examples of how you’ve helped other brands, you’ll stand out and become a much safer option.
You may want to leave your specific rates open to negotiation, but if you do decide to include rates on your media kit, this is the place for them. You can list your rates for various services — blog posts, social media mentions, video creation, etc. Consider listing rates for combinations as well — brands love a package deal! It’s all about proving overwhelming value for their investment.
You should be collecting a variety of quotes and feedback from brands that you can use to show potential partners what a great person and business you are to work with. Consider including a quote or two in your media kit from satisfied clients.
C is for Contact
Make sure you’re easy to reach! Include a final invitation to reach out, with your email address written out. This is also a great way to include a final mention of your mission and how a partnership could benefit you both:
D is for Design
With all of this fantastic information, a brand will be sure to want to work with you! But it’ll help if the information is presented in an attractive, easy-to-consume package, and that’s where the design element comes in.
Incorporate your branding
Include your logo, your brand colors, and even your usual fonts, for a smooth transition from your website to your media kit. Ideally, someone should be able to take one look and know that it’s yours.
You don’t have to spend a lot of (or any) money on your media kit, but it should look professional, attractive, and easy-to-read. Even if you don’t have any graphic design experience yourself, there are some simple options to make your media kit wow.
At AdThrive, we often use Canva for graphic designs. The Pro version has a lot of options and user-friendly tools, including specific Media Kit templates you can easily adapt! Also, if you design in Canva and include text or image links, those links will work when your design is exported as a PDF. This makes it easy for a brand to get back to your site from your media kit and view your excellent content.
Here’s a sample first page for a media kit — we created it from a template in Canva to show you how quick and easy it is:
If you’d prefer to outsource your media kit, the AdThrive Community Facebook group is a great place to ask for recommendations from other trusted publishers!
Your media kit is a quick, visual way to showcase the value of your skills and community. With it, you’re equipped to prove to brands that you’re a professional who is well worth their time and advertising dollars.
Brands need your excellent content, and you deserve to be paid well for your hard work. When you connect with brands that match your avatar and mission, you can do great things together!