After our post about how to price your services, several people reached out with questions about media kits, so we put together this resource all about media kits. It’s by no means comprehensive, but we think it will lead you to the right resources and/or help you refine your existing kit. As always, let us know what we missed or could do better!
A media kit is usually the first step in a partnership negotiation, an application to speak or present at a conference, or to be considered as a source for journalists and other media, so it’s critical to make sure you’re putting your best foot forward.
There are a ton of excellent resources out there for making a media kit, so instead of reinventing the wheel, we’ve rounded up some of our favorites here.
Media kit resources
- Katy Widrick from Make Media Over rounds up some of her favorite blogger kits here and lists out what a media kit should include here.
- Melyssa Griffin explains what a media kit is and how to get one.
- Biz Mavens outlines 10 steps to making a media kit and shares 20 more examples.
- Canva has some great templates you can use. These are specifically for media kits; the resume or presentation designs may also be a good fit!
And now our two cents on media kits
As you begin the process of creating or revising your media kit, keep in mind:
Position yourself for success
Make sure you’re leading with your strongest assets. If you have 2 blog readers but 20,000 Pinterest followers … well, obviously your Pinterest platform should be the highlight of your kit.
What if your audience size is small?
That’s fine! That does not mean you can’t work with brands or partners. You may need to do some extra work to sell yourself, but it can be done. Some of our highest performing brand campaigns are with ‘micro influencers’ or influencers with ‘smaller’ followings. The key is, just like with job interviews, to focus on the positives. What do you bring to the table? This could be:
- Strong local following. Maybe you teach group ex classes that are packed to the brim. Maybe your client book for personal training has a long waitlist. Maybe you host fitness or healthy lifestyle events that are relevant to the brand you’re pitching. Feature those strengths!
- High engagement rate. Even if your numbers are small, your engagement rate may be really strong, and that’s a huge selling point, especially in the days of fake followers and bot accounts. If you get outsize engagement on your posts, brag about it.
Not sure how to calculate your engagement rate? Here’s how.
- A successful past partnership or case study. If you’ve worked with a big brand, or did a bang-up job for any brand on a partnership, lead with that.
Don’t let your media kit get stale
We revise our media kit at least once a year, and we’d probably be better off revising it more often. Reasons to revise include:
- If the industry changes. Your media kit from a few years ago might have focused on your blog. Now, it may make sense to focus more on Instagram (or wherever you’re focusing your efforts currently).
- If your stats change. If you increase your following, or your engagement rate, or really, if anything substantial chnges, make sure to update your kit!
- If you have new case studies to feature. If a new partnership goes well, make sure to feature it in your media kit!
Is your case study helping or hurting your sales?
Think twice about including your rates in your media kit
You can include rates in your media kit, but should you?
Answer: yes and no. It’s complicated. At a high level, the pros and cons are:
- You’ll weed out people without budget much faster.
- You’ll likely streamline some of the back and forth around pricing.
- You will likely want to quote different rates for different partners. A global athleisure brand budget is much bigger than a local juice shop budget.
- Your media kit may get shared without your knowledge. How comfortable you are sharing your rates, potentially with the entire internet?
- Your kit will need updated more frequently as you refine your rates.
Need help figuring out your rates? Here’s a simple formula.
Our favorite approach is to send a media kit without rates, and ask about budget in the email copy.
In response to an inbound pitch:“What is your budget range for this project?”
When you’re pitching a brand: In most cases, we recommend sending your media kit in the first email, and saving the budget question for once you have some brand interest. Budget and compensation will likely come up naturally by the second or third email.
Best practices for sharing your media kit
Once you have your kit created or updated, make sure you’re finishing strong:
- Ask an eagle-eyed friend to do a final proofread for you
- Do a quick audit to make sure there are no silly errors or omissions that will cost you a brand partnership or five:
- Your name and contact information are easy to find
- Your links and social handles are complete, correct, and current
- Your follower counts / UMV / other stats are correct and current
- Save your kit as a PDF so that everyone is able to open the file (and it can’t be edited without your knowledge).
- Upload it to Dropbox or Google Drive, or use the Canva link sharing tool. We recommend sending a link instead of an attachment in case your recipients aren’t able to receive or open attachments.
- Bonus: create an easy-to-remember bit.ly link to your kit, like bit.ly/fitapproach, so that it’s easy for you to link to your kit on the fly. You never know when you might need to send a media kit from the beach or on top of a mountain…
And there you have it, our favorite collection of resources and tips for making your media kit as strong as possible.