Creating a Media Kit

Creating a media kit is a key step in building a monetization strategy for your blog and social media following. But, the task can seem daunting. So, here are some helpful points and resources that take the guesswork out of the process.

What Is a Media Kit?

A “Media Kit” is a page, or pages of information about your blog or social following and the prices you charge to participate in campaigns with advertisers. It’s a good document to have on hand to start a conversation with a brand you want to work with – and to answer inquiries from brands who reach out to you asking if you’d like to work together.

Essential Pieces When Creating a Media Kit

Here are the essential pieces you’ll want to include when creating a media kit:

Audience Overview

Brands are most interested in understanding how running a campaign with you will get them new customers. So, focus on those customers. Sure, the brands need to know a little bit about who you are, what you are interested in, and why you do what you do – but they really want to know who your readers are, what they are interested in, and what makes them buy.

Your Website URL (or multiple URLs)

This may seem obvious, but be sure that your Media Kit includes a link to your website. If you have more than one website, include the additional sites as well. Give brands a clear picture of your reach, even if it’s on websites that are in completely different niches.

Website Traffic Stats

Help brands understand how much traffic your site receives, who the visitors are, and how they interact with your site. What percentage see more than one page? How many fill out a form on your site? Where are they located? Etc.

Many brands will use applications to research your traffic. While these applications do a good job of tracking traffic over time, they are not good at accounting for recent jumps in traffic. So, if you’ve had one – be sure to let brands know. Tell them where your traffic was, when it took a jump and what it is now. That will help them make sense of the other reports they are viewing, and won’t lead them to believe you’re being dishonest.

Links to All of Your Social Profiles

Again, this may seem obvious, but be sure to include all of your social media profiles. Offer the full link to each profile – sure, brands could look you up using your Twitter username, but they’ll appreciate being able to simply click and view.

If you have several different groups of followers in a variety of niches, group the links by niche and offer a brief explanation of each group.

Social Media Follower Stats

As with your website, include stats for your social media profiles. Follower numbers are great, but go deeper. Describe who the followers are, how they engage, and where they are located.

Free Media Kit Creation Resource

Recently, the Performance Marketing Association (the PMA) released a guide for creating a media kit.

You can download it for free from the PMA’s website:


Rachel is an experienced executive specializing in Internet Startups and Growth Mode Companies. Her career has been spent working hands-on with entrepreneurs to build and grow SaaS products and related services. She's a mom of two boys, married to her college sweetheart, and when not in front of her computer, can be found sweating it out on her yoga mat.

Leave a Reply

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