Posted on 2 Comments

ABCs of Blog Media Kits with Free Blog Media Kit Template

Before we get started, please do not think this is about how to create a blog media kit. I have covered that in detail several times on this blog, in our Facebook group, and on Periscope. No more.

It’s time to apply what you know and learn what makes a blogger’s media kit stand out from the others.

Let’s search for the best blogger media kits… to find the ones that say, “I’m not like everyone else. I have my stuff together and THIS is why you should work with me.”

And exactly what does that look like?

The A in Blog Media Kits – Authenticity

If you are creating a blog media kit, you want work with a brand. The first step in developing that partnership is proving you are trustworthy by showing authenticity.


Trust begins by communicating who you are and what your blog is about.  By using your tagline and a short section detailing your story, your media kit can echo the vision present on your blog.

Many bloggers are passionate about certain topics but fail to adequately represent those interests when pitching a brand. Or, the opposite can be true. The blog’s purpose is vague but the media kit communicates a strong idea.

Your passion and your blog’s purpose should maintain consistency across your blog and in your media kit.


Another aspect of proving your authenticity is by sharing accurate statistics. If you lie about your blog’s numbers, there are many paid (and some free) services companies can use to find the truth.

Always be honest.

If your blog traffic has recently seen a significant change in traffic, use an average of the past three months. Also, be careful rounding numbers up. Some media kits boast 100,000 page views when they only gain 85,000 page views. The difference might seem insignificant to you but could leave the brand questioning your authenticity.


Also, if your blog focus does not match the brand you are pitching, the company will immediately step away because your proposal does not come across as authentic.

For instance, let’s say Jane Blogger decides to take her family on a vacation. Her blog is about fashion but she pitches an all-inclusive vacation resort promising to post a review. And where does that fit on her blog?

Instead, Jane Blogger should approach the vacation destination with “casual yet classy fashion tips while on vacation” and pose for pictures featuring the benefits of the resort.

The B in Blog Media Kits – Branding

When you look at a blogger media kit, does it give a sneak peek at the blog’s design? Does it represent the colors? The logo? The style?

Or is it boring?

Have a blah media kit and expect blah results. Your goal is to stand out and not be “just another Jane Blogger.”


Before creating your blog media kit, take a look at your blog. Is your template clean and floral? Contemporary and colorful? Trendy and tonal? The design elements you use to decorate your blog should be the same ones you use in your media kit:

  • Place your blog logo at the top of your media kit.
  • Embellish blank space with your tagline.
  • Use the same colors or patterns.
  • Select the same fonts you use on your blog.
  • Have the same headshot on your media kit as you do in your sidebar or about page.

blog media kit cheat sheet facebook ad


And not that I like to nitpick but… don’t start every sentence (or ANY sentence for that matter) with the word “I.” Be your business because you are a brand too.

Your media kit is about you and your blog. I understand that. While it is hard to think of yourself in third person, remember you are presenting yourself as a business and not as an individual.

By sending your blog media kit to a company, your goal is to build a professional relationship with a brand. I love this from Brand Meets Blog: “Talk less about YOU and more about them.” Focus on your readers and their needs because that should be: 1) the emphasis of your blog; and 2) a part of why you are pitching a company. Because you want to connect your readers with solutions.

The C in Blog Media Kits – Content

This is where we run into HUGE problems with blog media kits.

As a blogger, your definition of content is closely related to WORDS. However, nothing on a media kit screams, “I’M BORING” like a page of blah, blah, blah… words. So you need to learn to say more with less.


You can communicate with pictures, design elements, tabbed lists, tables, and graphics. Do not think for a moment that a brand representative is going to read paragraph after paragraph.

blog media kit cheat sheet facebook ad

Free Blog Media Kit Template

Subscribe and receive the Free Media Kit Template.docx and Blog Media Kit Cheat Sheet.pdf by email.

Brand representatives are not looking for a novel, and I can guarantee you that no one is plodding through blogger media kits for pleasure while sipping tea and thinking, “Oh, I wish these bloggers would tell me a good story!” No… they are looking for someone who will stand out and get to the point because time is valuable.

If you really want a brand to read more, then link to your “about page” from your PDF document. Or, even better, have it linked within the email you send.

Keep your content short and sweet.


But what SHOULD be in your media kit? Which items are the most important?

You might have a different list (and we can debate that in the comments) but I think every blogger media kit MUST include:

  • Blog logo – It all goes back to branding.
  • Blog’s purpose – What are you trying to accomplish with your blog?
  • Your headshot – Make a personal connection.
  • About you – Keep it brief. Two to three sentence MAX.
  • Numbers – Social media followers and blog traffic.
  • Services – Maybe not EVERYTHING but a bulleted list of what you offer to advertisers.
  • Your contact information – Your name, location, blog URL, Twitter handle, and email address.

Should you include your prices? Not on the first page. Again… you can debate with me in the comments but I prefer to create a relationship before talking about money. It just feels… icky.

Page one of my media kit is my introduction and page two is for sales. But honestly, I often just send my first page until I am asked for prices or can send a pitch I have personalized for the company.


And please! For the love of blogging… do not send a Word file or an image. In Word, Pages, Publisher… and a gazillion other software variations, you can click to “save as” and find the option to make your blog media kit into a PDF.

Posted on 6 Comments

How to Create a Blog Media Kit

Creating a media kit for your blog does not need to be a difficult task. You can easily put together a blog media kit with a few simple ingredients.

Creating a media kit for you blog might be easier than you think. If your goal is to make money blogging, a media kit is a necessity.

A media kit for your blog really only needs three things: about you/your blog, the blog’s numbers, and the type of advertising you have available. All of this can fit on one page.

If you want to add a little more glamour, top the page with your blog header.

Basic Needs for a Blog Media Kit

Consider this quick video…

A video is embeded.

If creating a blog media kit intimidates you, stop here and complete all of the above before proceeding.

What Goes in a Blog Media Kit?

Now, if you are comfortable taking your blog’s media kit to the next level, here are a few things you can do to make it really shine, page by page.

First, unless you are a multimedia person with a big business plan, you only need two pages. Max.

Then, make it pretty and use your blog’s background and header as a theme with matching colors and fonts throughout your media kit.

Page One – Introduction

A sample media kit - the basics and how to make it sparkle

Open your media kit with a paragraph about you and your blog. Keep it short. This is not the place for your bio as much as a quick history of your blog, your main topic, and your vision.

You can then add a block quote, popular picture linked to the post, a list of links to your popular posts/series, profile picture with your contact information, and/or your blog’s tagline.

Finally, end this page with your blog’s reach. You can use or a blog survey to gather basic demographic information like the location, age, and gender of your readers. Then, break down the numbers to include:

  • Monthly Unique Visitors
  • Monthly Pageviews
  • RSS Subscribers and/or Email Subscribers
  • Social Media Followers

If you are unsure about how to find the traffic information from your blog, I recommend using Google Analytics as it appears to be the most trusted indicator of blog popularity by most of the companies with which I have worked. Be aware that some companies require a screenshot of your analytics so be honest.

Page Two – About your advertising

A sample media kit - the basics and how to make it sparkle



On page two, your primary focus should be the types of advertising you have available and what you charge for those spaces and services. Include any guidelines for advertisers such as:

  • when payment is due and what types of payment are accepted (Paypal, check, money order).
  • what constitutes a violation of your agreement (redirected links or a landing page with questionable content).
  • whether or not the links will be NOFOLLOW.
  • any rights you reserve for cancelling the contract.

If space allows, brag on yourself. Mention any former advertising relationships, awards, media appearances, or blog networks to which you belong.

Then, before you proofread (and proofread again), insert your contact information. Having your contact information on both pages is critical. Just think of it this way… if someone prints your media kit to hand off to the decision-maker in the company and one of the pages is misplaced, you still want them to have the information they need to contact you.

What to charge for ad space

Not sure what to charge? Fees vary from blog to blog but to get started, you should consider your number of pageviews and the sizes/locations of the ads. Typically, you can multiply the number of pageviews by $0.0005 (or $0.50 per every 10,000 pageviews) to find a good starting rate for a small sidebar ad. For larger blogs, that equation can change to as much as $2 per 10,000 pageviews.

If you are offering larger ads or premium spaces (such as above your blog’s header), you can charge more for these areas but use your small sidebar ad (which tends to be the most popular seller) as a foundation for choosing your other fees.

Edited to add: 

A recent conversation in our Facebook group caused me to realize that bloggers with fewer pageviews need to recognize the value of the time it takes to negotiate, code, and maintain their sidebar. I personally recommend that small blogs do not sell their sidebar ad space for less than $10 a month.

How to deliver your media kit

My media kit is not available on my blog although many blogger do have a page dedicated to their advertising. My page is actually a synopsis of what is available and then I mention that prospective advertisers can request a copy of my media kit by contacting me. (Insert contact information here.)

Then, my media kit is saved as a PDF file so I can easily attach it to any email and it cannot be easily altered.

Any time I receive an email from someone inquiring about ad space, a product review, or guest post, I reply with “Thanks for reaching out. I’ve attached my media kit for your convenience.” If they are really interested in doing business with me, I hear from them again. If not, I have saved myself a ton of time.


Need help making a blog media kit?

If you want all of the equations for figuring out what to charge and the ease of a template made for you, purchase the DIY Blog Media Kit for only $14.99 from the Inspired Blogger University.

You can easily make a blog media kit with these templates and know exactly what to charge with these simple equations. Only $4.99!


The DIY Blog Media Kit includes templates, canned responses for potential advertisers, and more to help you make money blogging.

Now… what about your blog media kit?

What do you think is an essential ingredient for a blog’s media kit? Where do you store it?