Media Kit tips and tricks

One of the most important aspects of business is how you choose to work with prospective clients and merchants. One of the key tools for getting new clients? A great media kit.

Increase your success rate with sales pitches. Fill your ad slots faster. Land that deal you’ve been hoping to close. We can teach you how to make a media kit with the posts below.

media kit logo

If you’ve missed the first three sessions, check out the past posts about how to make a media kit. Then, head back here.

Ahhh, I know what you’ve been looking for – the numbers. You want me to tell you what to charge, don’t you? Sorry, this just isn’t that kind of post.

What I will tell you is that you can set numbers, play with them and find what’s right for you. And I will give you the following guidelines:

1. Find a friend or acquaintance in your niche… and ask them – politely! – what they charge. Make sure this is someone whom you trust and trusts you, as this isn’t the kind of information you just hand out to everyone. And if caution is important to think about, consider it second to respect.

2. Know what you make through each banner on Adsense? Add about 15% to that rate for your primary placements. After all, if you’re going to have to do more work, it makes sense that you’d get more money. It’s just common sense.

3. Have a specific brand that you love or desperately want to work with? Be flexible with your fees. Anytime you set yourself too rigid, you end up losing out on great opportunities. And remember, many bloggers and brands mark their advertising rates slightly higher to ad networks because they take more time to set up, require more engagement with the brand and – honestly – to have a little bit of wiggle room.

The best way to use your stats for building these, other than the obvious, is actually by having all of the standard opportunities on one page and segmenting out the on-site specific placements. Here’s how I broke it down for the denim blog,

Numbering each helps both you and the potential customer know exactly what is being offered. Price each accordingly – with the knowledge that ads that are below the fold see less traffic – and you’ve got a great on-site placement map!

We’ve got one more section to go – Testimonials and Press. Stay tuned!

(PS – it’s the last day of Blogher. We’ll miss all the amazing women we’ve met here so far!)

media kit logo

Statistics make the sale.

Like it or not, statistics are the frosting – and the sprinkles – on your media kit. I truly do believe that the cake itself is your content and engagement, but I’m not going to lie. There are some specific numbers that I look for as a PR representative, and knowing them for yourself – as well as including them in your media kit – is a great way to represent yourself professionally.

These are the stats you MUST have in your kit:

1. Audience: Unique Monthly Visitors and Pageviews. The most basic of all numbers – if you don’t have these in your deck today… well, you don’t want to hear my response – and it’s also the easiest to get. Do you have Google Analytics set up? If so, it’s easy to get your long tail history.

2. Alexa Rank. The lower, the better – that’s Alexa. There are ways to lower that number on your own but you’ll see it trend a lot with traffic. It’s not a particularly relevant or accurate number, but we use it as a an additional barometer for blog and blogger.

3. Pagerank. PageRank and SERP are the two numbers that “in the know” PR and Brands will want. The higher they are, the higher the likelihood that you’ll land on the front page of search results.

4. Reader Statistics (such as location spread, age, salary,etc). If you didn’t have them already, check out either Quantcast, Alexa or Compete.

5. Additional Statistics and Rankings. I like adding MozRank and Website Authority, but there are a plethora of options you can source. While these aren’t necessary, they do make your stats page a little meatier.

One additional one I’d recommend – that you won’t hear from anyone else?

6. Average comments per post.

I wanted to find a great way to represent a part of these  in my media, so I actually took some of my statistics and made a little graphic:

Are you representing all of these statistics now? Any others you think should be included?

Next part will include how to represent your ad space to best benefit you and the brand. Stay tuned!

media kit logo

We went over the basics, and now we get into the nitty gritty. The one most important thing about the whole entire media kit…

The bio.

All of the text in your Media Kit is crucial (I used to have a teacher who’d tell us to always remove every needless word), but nothing speaks at the same decibel as your bio page. My primary, must-follow tips for you?

1. Speak in third person. I know it’s awkward, but as business documents go, framing them in the first person is unprofessional, messy and makes you look uninformed. It’s a tall order for a couple of pronouns, so just do it from day one.

2. Short and sweet is key. No long paragraphs and don’t share your life story.

3. Focus on your strengths. You can – and should! – brag here. Win some awards? Share them up. Get a great placement for you/your site? Don’t forget that either. There are times where showing off a little is bad…. but this isn’t one of them.

4. But still… be informative. Share necessary information. If you’ve gotten a degree in business, let them know. Prior (but relevant) work history goes here, too.

You’ll do this twice – once for yourself, and then once for your blog/brand/company. For an example, see mine below:

And stay tuned, because next we’re going into the details that few others actually share, including:

– What stats you NEED to have
– How to present them and
– The one NEW stat that everyone will be using soon!

Stay tuned!



Part One – Building the Foundation

Having a well-tooled media kit is helpful for both brands and bloggers for two very distinct reasons: first, you need to have a place to show off your accomplishments. You’ve earned it! Second, if you’re offering sales slotting or advertising placements in your owned space (be it digital, storefront or otherwise), it’s a great tool to share what those options and price points are.

My primary task to start? Decide what it is that you want to engage and promote. I’ll be using myself/my sites as an example, because that’s my closest reference. This is also a great time to sit down and think about what advertising and sales means as a part of your business plan. Are you going to only accept certain brands, or is the door open to anyone if the price is right? Neither of those – as long as you work ethically and morally (and within the FTC regulations) – are wrong, and no one can or should judge your decision.

Once you’ve decided that, then the format that is most informative for the reader/client is as follows (please note: this is not a 100% final listing; I’ve done research and as someone who has accepted many of these, it definitely is noticeable to PR/brands when someone has put in the time. That being said, this isn’t the only option and isn’t perfect for everyone. My only core rule? Don’t make your deck sloppy.):

media kit designs

This was the look I chose for my front page. Keep it clean with lots of white space, and make it about YOU.



1. Front/Cover Page
2. Bio Page(s) – you and your site
3. Relevant Statistics
4. Placement Opportunities
5. On-Site Placement (with screenshot)
6. Press and Media/Testimonials
7. Contact Info




Stay tuned for part two! I’ll be focusing on how to write your bios with the right tone and style – a crucial tool for showcasing your work in a clean, professional way.