You may have stumbled across travel blogs before, in the footer of the blog, a ‘download media kit’ option. This is a common, if not essential feature for any travel blogger, no matter where you lie on the scale that runs from hobbyist to professional. In this guide, we’re going to show you through everything you need to create a fantastic media kit for your travel blog.
Before you create a media kit for your travel blog, however, you first need to understand what a media kit is. It is basically a CV for your website, helping share facts, statistics, branding resources and any extra info about your blog in one small package which you can easily be sent to collaborators or advertisers.
A media kit can be used, in addition, to display prices for your work or services. It’s a good way for advertisers to see all the information they need in one place: how much activity your site has, how much it costs to advertise on it, and whether or not that is a worthwhile investment.
Now that we understand what a media kit is, let’s take a look at some of the important features of a well-rounded media kit. It’s important that you understand why each of these features is important so that you can focus on detail in the right areas of your package.
The first and most important feature of your media kit is a bio about yourself. Advertisers want to “meet” the person behind the website, so be sure to make it personal and detailed.
You should include a bit about your own background, as well as the background of your blog or website, such as when and why it was started, how you came up with the name, or even better, a cool story about how you came up with the idea to start your blog.
Remember to be personable, after all, you’re trying to sell yourself and the site as one package. Treat this bio as the first few things you would say in a job interview – you don’t want to be too ‘sales-ey’, but you do want to ‘hook’ the reader in the process of reading your bio. This is, after all, a sales pitch in disguise.
A media kit that’s just walls and walls of text is an instant day-ruiner. It’s important to break it up with some images, ideally original images of your own. You can use images of previous collaborations you’ve done, or some high-quality photos from your best posts.
Even better, would be to get a professional to do a little portfolio shoot, with a nice headshot that you could also use for your Linkedin profile or possible collaborations. This shows any prospective advertisers or collaborators that you’re prepared to put some money down and invest in your own brand to ensure quality and consistency all the way throughout.
Lastly, be sure to include your logos or any branded marks that a collaborator or advertiser may need. This is imperative.
All the photos you’ve included, as well as the logos or any brand assets, should be freely available to download for anyone reading your press kit.
Now, we’re starting to get to the heart of your media kit. The thing that will interest potential advertisers the most, or make-or-break whether or not your niche is perfectly suited to specific advertisers or collaborators – is your site statistics.
You don’t need to include pages and pages, or every single state from your site. What is recommended, is to include some easy to understand graphs and information covering the most important statistics of your website: site traffic, audience size, social media reach, previous and potential growth, and even more complicated metrics like ‘Cost per Click’ if you have been monitoring those.
Statistics to always include:
- Your subscribers across all platforms
- Your monthly page views
- Your monthly unique visitors
- Your demographics, such as age, sex, location, etc.
- Any case studies you may have performed
This is the section of your media where you can explain where (or how) your potential advertisers can market their products. You don’t have to list every opportunity, only the most popular ones such as banner ads, giveaways, social media promotions, sponsored posts, etc.
This is also a great place to share any unique opportunities which you think they may enjoy. Potential advertisers are also trying to beat out their own competition, and giving them a chance to advertise in a unique, new, and fun way, is the kind of thing they are looking for.
There’s no better assurance of quality than a well written and sincere testimonial. Testimonials form an essential part of almost any portfolio and display previous collaborations you’ve done (as well as the results of the collaborations) is a great way to tie it all together.
You should always mention a few things:
- What the goals of the collaboration were
- What the results were like
- How you achieved (or didn’t achieve) said goals
There’s no need to go into detail, just keep it short and sweet, but statistically dense. If you have had successful collabs in the past, you would have received some great feedback. Ask the collaborators what they thought about working with you, and add these little titbits into your media kit – for bonus points, use them styled as large quotes to break up walls of text.
The last thing you need is to show potential advertisers how they can start the process of working with you. Do they need to fill in a form, email you directly, or simply enquire?
This process needs to be made clear so they know exactly where to go when they want to get the ball rolling – the easier it is for them to contact you, the easier it is for you to start making some passive earnings from collaborations.
Some things to remember to include are:
- Country and Time Zone (So people know when to expect you to be online)
- Your phone number
- E-mail address (make sure it’s one you check regularly)
- Paypal or other payment information
- A breakdown of time frames for collaborations
When combined, these steps will help you have a professional-looking media kit in no time at all. Just remember, you are still selling your brand and yourself, but you don’t want to look like a salesperson. Be friendly, be informative, and the advertisers will start rolling in, in no time.