As someone who’s worked in online media for 15+ years (both on the brand side, publisher side and blogger side), I want to share the inside scoop on how to create a media kit that makes you stand out as a blogger and influencer.
This means creating a media kit that secures brand partnerships so you can make money with your blog and social channels!
We’re going to dig into the following:
- What is a media kit
- Why create a media kit
- What to include in a media kit for bloggers and influencers
- How you can stand out from other websites
- Media Kit Examples & Templates
What is a Media Kit?
A media kit is a document you share with potential sponsors/brands that communicates everything they need to know about your website.
Think of it as a LinkedIn profile or resume for your blog.
Media kits are a visual document (PDF) that communicate your monthly stats, demographics, overall content theme, etc. We’ll be getting more into this below.
Why is a Media Kit for Bloggers and Influencers Important?
Quite simply, if you’re looking for a great way to monetize your blog for social media channels, it all starts with a media kit.
If you reach out to a brand that you’re interested in working with, you’ll want to send your media kit alongside this email. If a brand reaches out to you, they’ll also expect to receive a media kit.
Making money from sponsorship opportunities, product reviews, contests, and custom collaborations can be an excellent way to create a great income with your blog.
What To Include in a Media Kit for Bloggers and Influencers
I encourage you to get a little creative with your media kit, however, there are some key components that you need to include.
1. Content Overview
Think of this overview as a scaled-down version of your about page. Include details on your…
Content Pillars
Share the core content pillars of your blog so the brand has a good idea of what your content is all about.
- Personal Finance blog example: saving, frugal living, making money
- Mom Blog: self care, kids activities, parenting tips
- Food blog: one pot recipes, sheet pan meals, quick & easy
Tip: You can make these categories/content pillars visual by adding an image to represent each topic.
2. Short Bio: About You and Your Blog
This is where you can include your core mission statement. For example with one of my websites I use…
PutTheKettleOn.ca helps you CREATE THE LIFE YOU LOVE through intentional living and discovery of the simple things life has to offer.
Include who you help. For example:
My goal: Help my readers cherish the great things they have in their lives with tools and advice enabling them to make the most of life in the present.
You can also share a few things about yourself – your background, experience, interests.
3. Audience Profile
If a brand is planning on working with you they’ll need to know who your audience is.
Here are the metrics you want to include which you can find in Google Analytics:
Gender breakdown
Example: 75% female
Age
Example: 18-24: 23%, 25 – 34: 29%, 35 – 44: 20%
Where to find this data: Google Analytics/Audience/Demographics/Overview
I recommend looking at a 3-month snapshot to get accurate information.
Geographics
This is where you’ll share the location of your audience (readers) by country.
Which countries you decide to show is up to you, but think about the brand you want to work with and what country they want to promote in.
Where to find this data: Google Analytics 4/Reports Snapshot/Active User by Country
4. Blog Traffic
We all want our blog traffic to be higher but it’s important that you are 100% honest about your current traffic levels.
I recommend showing the last 3 months of your page views in a graph chart.
A sponsor may also ask to see your traffic numbers. You can share total page views or
Where to find this data: Google Analytics 4 /Engagement/Pages & Screens/Total Views
5. Social Media Reach
Include your followers for all your social media accounts.
In this section, you can also include engagement metrics such as your average number of comments, likes, video views, etc.
6. Noteworthy Engagement Metrics
- Do you rock when it comes to average time spent?
- Have a high percentage of return visitors?
- Are your pages per session stellar?
If yes, then share these numbers!
More importantly, share what these numbers mean.
You can communicate that your audience of millennial moms (or your target audience) is hyper-engaged with your content. This means the brand will be able to put their message in front of an audience who wants to engage with them.
If you don’t have killer engagement numbers it’s absolutely okay to keep this data out of your media kit.
7. Popular Posts
Make sure to tailor this section based on the brand/company you’re sending your media kit to.
For example, if you have a health and wellness blog and are pitching to a food brand, make sure to share food and recipe posts, not your popular yoga tips for beginners post (obviously)!
Before sharing the posts, here are some criteria to determine the best content to share:
- Posts with lots of comments
- Posts with high share counts (this is why it’s a good reason to turn your share counts on in your social sharing plugin.
- Share a few different types of posts – Ex: Roundup, recipe, meal planning tips
The goal here is to share content the brand would be interested in being integrated into.
8. Collaboration Opportunities
The goal of sending a media kit is to work with a brand, so it’s super important to share how they can work with you.
Here are some collaboration opportunities to consider:
- Product reviews
- Sponsored blog posts
- Contests/Giveaways
- Roundup inclusions (perfect for gift guides)
- Sponsored social media posts
- Instagram reels
- Tik Tok videos
- Video integrations
- Custom content integrations
I like to keep the media kit to two pages, so the collaboration opportunities can be shared in more detail if they wish to learn more.
Therefore you can create a separate collab opportunity document, but in your media kit just call out the types of collabs you offer.
Tip: Make sure to also communicate your approach to working with brands. This is where you need to wear your marketing hat and communicate why working with you will be beneficial for the company and their products/messaging.
9. Brands You’ve Worked With
If you are new to working with brands this isn’t relevant (yet), but if you have worked with some brands, this is where you can include their name or logo.
Just make sure you have permission from the brand to do so.
You can also include photo examples if you have them available.
10. Contact Details
This might seem like a no-brainer, but please don’t forget to include your email address and website address. Sometimes it’s the little things we forget and they’re the most important.
There’s a good chance that your media kit will be forwarded to someone else who doesn’t have your email, or it will be saved in a folder on someone’s Google drive, so you want to make it easy for them to contact you when they are ready.
How Can You Stand Out of the Crowd?
I have shared above the key components that should be included in your media kit, however, these are just the basics.
I encourage you to get creative and think about how you differ from other bloggers and influencers in your niche.
Some ways you can stand out:
- Create a customized video message for the brand you’d like to work with. This is especially useful if you have a YouTube channel.
- Include testimonials from other brands you’ve worked
- Create some case studies of brand campaigns you’ve worked on – communicating positive campaign results
- Ask about the brand campaign objectives and convey that you can deliver a customized content solution that is unique to them.
- Build collaborations that are unique. Don’t do what everyone else is doing. Also, have various price points so there are options for different budget ranges.
Blogger & Influencer Media Kit Examples & Templates
White Dreamers Media Kits
If you want to stick to a simple 1-page media kit template here are some beautiful examples.
👉 You can also check out free media kit templates on Canva if you want to try to create your own.
3 Tips for Creating a Media Kit
- Make sure you customize your media kit each time you send it out
- Ensure the numbers are up to date and accurate
- It must be professional looking… grammar and spelling checked, formatting on point and aesthetically pleasing
How Can You Find Brand Partnerships?
Now that you have a media kit, you’ll want to send it out. Here are the key places you can get started.
- Contact Brands via Website: Brainstorm a list of potential brands you’d like to work with and look for the press section on their website. There will be contact details there. If you can’t find a dedicated press section
- Contact Brands on Instagram: Many companies even reach out looking for influencers to work with. Make sure you’re following the brand page before you connect with them
- Influencer Network: There are a variety of influencer networks available that connect bloggers and influencers to brands. Here are some to get you started:
How to Create a Media Kit for Bloggers & Influencers: Conclusion
I hope this walk-through of how to create a media kit has given you the tools you need to get started and create your own.
Having a media kit on hand and ready to go means you can reply to brand requests quickly.
Best of luck landing those brand partnerships!
Related Resources to Make Money Blogging:
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