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what to include on your media kit

5 Things Brands Want You to Include on Your Media Kit

What to include on your media kit? It's a question that continuously comes up throughout the blogging community as we wonder what's important enough to be front-and-center, and what information we can leave behind.

Most of the time, really, we're just guessing. So I wanted to take it one step further and figure out what to include on your media kit, directly from a brand perspective. From Public Relations gurus to Marketing Managers and Directors of Social Media, my contacts are dishing on what their companies really focus on when it comes to your media kit.

Here’s why this is GOLD – Media kits can be one of those really frustrating grey areas – there is so much, almost too much, information about there and it can quickly become overwhelming. Today I want to clear up all of that ambiguity, whether you’re a new blogger or someone who’s done their fair share of brand collabs, and share the media kit essentials that brands are really focusing on and what specifically will help to convince these brands that you’re worth working with.

What we already know is important to include on your media kit

There are a few key pieces of information when it comes to media kit basics

  • Blogger name, blog name, website callout, contact information
  • Short blog/blogger bio
  • Social channels
  • Blog audience and statistics
  • Ideal reader (optional)
  • Work with me options (optional)

What brands are really focusing on

Being from New York, I’ve grown up with lots of friends who have ended up in the business in some way, shape or form. From designers to buyers, public relations agents and social media managers, here’s what they say stands out:

1. Engagement

“Many bloggers get caught up in the amount of page views or Instagram likes they’re churning out. Sure, those factors are important to an extent, but I want to see if our target audience is actively engaging with your content. It’s all about exposure for us, and the more engaged your audience is, the more likely they’re spreading the word about our brand.”
– PR Agent

2. Work Samples

“It’s easy to sell yourself on paper through statistics and creative wording. [Our brand] wants to see what you’re producing, and omitting work samples from a media kit is one of our biggest deterrents. Marketing doesn’t have time to fish through your blog or your social media. If you’ve worked with other brands, give us an idea of what you can do for us. We want to see content.” – Designer and Founder

3. Rates

“At the end of the day, we’re trying to close a deal. That being said, we value our influencers and are often willing to work with the right people for the right price. Don’t make it a guessing game when it comes to your rates. We want to know if it’s in the cards for us to work together, and often times influencer rates help us to make that decision.” – Marketing Director

(My advice: Keep you rate sheet separate from your media kit. I personally always add a “*rate sheet available upon request” note. I find that this gives me some leverage to feel out a brand’s budget first)

4. Current Information

“One of my biggest pet peeves is when I see a media kit with a stat or a piece of information that is totally out of date. Influencers should be updating their media kits at most, every single time they are sent out and at least, monthly.” – Social Media Manager

(My advice: Always save your media kit with a brand-friendly file name. For example: Name_MediaKit_MonthYear. Brands will often file your media kit and this helps them to keep organized and up-to-date.)

5. One-Pagers

“I’m looking for pertinent highlights, not your life story. You have a 50-50 shot of me actually reading through a one-page attachment. Keep it short, sweet and relevant; sell me. – Director of Social Media

(My advice: I condensed my two page media kit to one page after receiving this piece of advice and it forced me to get rid of the ‘fluff’ that essentially didn’t need to be there. I feel so much more confident about what I’m sending out to brands now)

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Interesting to see how the other side works, right? Now if only we could get a collective message out to brands on our criteria for working with them! 

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