A media kit is a document you put together that gives prospective blog sponsors and collaborators everything they need to know about sponsorship with you as an influencer. We can argue that a few years back media kits were what you needed in order to run successful collaborations as content creators.
Nowadays things have changed
The rising of influencer platforms has seriously shifted things in the space. I personally believe a case study or a simple page on your website, combined with a clear email template is most effective.
Ideally, you’d want to find work more and more via platforms – if you want to know why check our post on marketplaces and platforms. Find out which platform is best for you.
Disclaimer: if you really want to create a media kit I will not get out of your screen and physically stop you – nevertheless, I find fewer and fewer relationships are based on a static PDF with rates, yet nowadays it’s all about customised offers and experiences, and a whole lotta negotiation.
To recap, a proposal can be comprised of a combination of the following
- Portfolio page on your website
- PDF case studies
- A profile on a marketing platform
- PDF media kit
Ideally, whatever format you choose, should list a variety of things, and it all depends on what you are trying to attract more of.
If you want to monetise your writing, you should include things such as your blog’s topics, statistics, collaboration options, and notable articles.
Content creators focusing on visual content should let their pictures speak really. Instagram-driven influencers will really want to dive deep into analytics. It is essential for making a good impression and landing more (and higher-paying) collaborations.
Even when you are just starting out, you should make sure you follow some simple steps to make your proposal more appealing.
Take it as an opportunity to show off the best of your personal brand: your personality, your style, and what makes you unique.
Analytics and data are essential to get brands’ attention, since more than ever brands are looking to get the highest return of investment.
Some of these stats would include:
- Page views per month (from Google Analytics)
- Average page views (in the last three months)
- Unique visitors per month
- Audience insights
- Subscribers: Instagram, Mailing list, Facebook, Twitter, Pinterest, etc.
- Engagement rate (especially for Instagram)
Even when keeping it simple, you want to make sure your proposal includes a great introduction that makes it clear to people about what they can expect from your brand.
If your proposal and profile do get the interest of a brand, it’s time to discuss the theme, the main topics and give an overall idea of people you have worked with before to see if you are a good match.
Fab, are you trying to tell me I do not need a media kit?
Yes, you do NOT really need a media kit – instead of a media kit, you can use the same content and copy for an email template. An email template works quite similarly to a PDF kit, as it can be easier to update as you go along.
I always recommend you have a few more pieces of information to be shared when a brand shows interest.
Make sure you have some service ideas
It’s really important to come up with a few ideas of ways you can offer your expertise.
Most people start with sponsored promotions, so that may be the best way to go about it.
If you don’t think you are quite there yet with your stats, make sure that you sell what you do offer. You may do more than the agreement asks for, or be willing to go above and beyond in other ways.
If you are a blogger, maybe you will create a video in your post, where “bigger” bloggers would just include the review in a larger post.
Important note: specify the ‘red tape’
The ‘red tape’ translates as the “terms” of your sponsorship, and it includes your prices, but also an idea for your blog sponsors of what they’ll be getting out of the deal.
Think about review policies, the breakdown of social promotion and the time-frame for the project to be delivered.
Hopefully this article gets you started on creating your toolkit for effective collaborations, getting started on how to monetise your content. If you are looking to monetise your content check our marketplace.
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My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.