Feel as though you are standing on the wrong side of the velvet rope while all the cool kids get into the happening club? A media kit is your ticket in. Even if you’re a beginning blogger, you need this to show you’re a player. Here are some tips:
- It’s a common mistake for beginning bloggers to think they’re too much of a newbie to need a polished media kit. The reality is that because you don’t have tons of pageviews yet, you need to present a professional front and explain why you are “on-brand” and a good bet for a company/publicist. Disguise your smallness by wowing them with how professional and business-minded you are.
- Focus your media kit on what’s better about working with your blog than other, similar ones. For example, perhaps your readers are more affluent (and therefore have more disposable income to spend) or perhaps your bounce rate is 10% to the competitor’s 50%. If you don’t have stats yet, stress your personal strengths, your unique background, or untapped readership market. Emphasize quality of quantity.
- Along this same vein, omit unfavorable stats. There’s no reason to say you only have 400 Twitter followers if you can state you have 10,000 Instagram followers. Or consider clumping all those stats into an impressive “We have over 10,000 loyal and engaged followers across all social media channels”. It’s true, you’re just painting in broad strokes.
- Don’t forget that you are a brand too. So before you approach a company looking for brand recognition, advertising and/or sponsorship, ask yourself if the two brands (yours and theirs) can have a symbiotic relationship. If you’re a make-up maven blogger, you probably shouldn’t approach Craftsman Tools. Figure out why your brand can help the sponsor and vice versa. And, above all, tell them! Don’t assume they’ll figure it out if you email them your media kit with a short note that says “I’ll write a post about your product if you advertise”. Your email might as well go directly into their junk file.
- Actively demonstrate how you can work with the brand and what your tactics will involve. For example, I wanted to work with DVF so, over time, I posted photos and articles where I was wearing DVF clothes (I got them on sale and styled them well.) After 4 or 5 posts (AND my great media kit) I got DVF to sponsor me. Literally show them how they will be represented.
- Do not just send your media kit via email. Nothing beats face to face contact. Go to trade shows and events that the brand marketing managers attend. The idea is to create a relationship and show them that, not only are you a real human being behind the blog, but that you’re someone fun and professional that they want to work with. Worried that you can’t get in the door? Try getting a media pass (you are a blogger after all).
Remember that you want in to the popular club because that’s where all the deals are happening (not to mention all the fun). So, dress nice, play nice, and bring your media-kit ticket to the party.