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Media Kits for Bloggers
Philadelphia Social Media Moms
         April 23, 2012

         Presented by
      Stephanie Schwab
        @socialologist
           @digifam
Why Do You Need a Media Kit?
       More Opportunities
        •   Makes it easier for marketers to tell if your blog is a right fit for
            their campaign
       Looks Professional
        •   Marketers will know they are working with someone who takes
            their brand and blog seriously
       Time Saver
        •   The more comprehensive your media kit is, the less time you’ll
            spend repeating the same information




1
2




Creating Your Media Kit
Essentials
       Blog Name
       Bio
       Audience
       Social Footprint
       Media Appearances
       Previous Partnerships
       Available Opportunities
       Detailed Contact Information




3
Media Kit Formats
       Powerpoint
        •   Download as PDF
        •   Can also put on Slideshare if you’re willing to be more public
       Word
        •   One-pager
        •   Multiple pages
        •   Download as PDF
       On your blog
        •   Ideally, also make downloadable in some way

                 Appearance counts: put your best foot forward, in terms
                    of writing and design, for your blogger media kit

4
Blog Name
       Also include:
        •   Logo
        •   Quick Contact
        •   Tag Line




5
Bio & Description
       Keep it short & to the point
       Be sure to include:
        •   Your experience & story
        •   Site content & purpose




                 Marketers can’t work well with bloggers if you don’t tell
                                them who you really are
6
Audience
       Traffic Stats
        •   Include screen shots from Google Analytics
            – Monthly Uniques
        •   Quantcast data is also good
            – More accurate than Compete.com
            – You have to be willing to make your information public
       Demographics
        •   You may need to collect this yourself




7
Demographics
       Quantcast will give you demographic information from their
        database
        •   Gender
        •   Age
        •   Children per household (very important for marketers)
        •   Education status
        •   Income levels
       Warning: Quantcast data can be off
       Best way to get demographics: Survey your readers
        •   Get most critical data (above)
        •   People will drop off if you ask too many questions
        •   Use Survey Monkey or Google Forms
        •   Offer an incentive for the survey – enter into a drawing?


                 Bloggers should occasionally survey their readers to know
                         who to tailor content (and marketing) to
8
Your Social Footprint
       Site stats aren’t the only thing marketers
        takes into consideration!
       Add all things that make up your reach &
        influence:
        •   Twitter Followers
        •   Facebook Fans
        •   Klout Score
        •   Awards & Inclusions
            – Top blogger lists
            – Top tweeters lists




9
Media Appearances/Press
    This quantifies your reach
    No need to be lengthy, a bulleted list
     will do
     •   Organize lists by appearance type
         –   Speakers/Panels
         –   Television
         –   Print
         –   Other online mentions




                  You are more than just your blog: be sure to highlight
                       other online and offline points of influence
10
Previous Partnerships
    List brands you’ve worked with in the past
     •   Use a bulleted list
     •   Include the year
     •   Brand logos are good imagery




11
Case Studies
    Optional, but very helpful
     •   If you don’t have one yet, don’t worry about it!
    Showcase your most effective campaign
     •   Highlight the reach & outcomes




12
Available Opportunities
    How can you work with the
     brand?
     •   4 – 5 bullets for suggested
         partnerships
         –   Advertising
         –   Review/Giveaway
         –   Sponsored Posts
         –   Twitter Parties
         –   Blogger Outreach
     •   Include estimated pricing, when
         possible

                 Listing specific opportunities in your media kit make it
                           easy for marketers to approach you
13
Wrap It Up: Detailed Contact Information
    The final piece of your kit:
     •   Blog name, site URL
     •   Your name, email & phone number
     •   Social profile URLs




              If you don’t include a phone # in your media kit, be sure
                   to include it in any emails you send to marketers
14
Other Tips
    Follow common best practices:
     •   Low word count
     •   Keep it “scannable”
         – Use sub-headers & bulleted lists
     •   Consistent branding & imagery
         – It should match your blog
     •   Proofread! Proofread! Proofread!




15
The bottom line
   Marketers and PR people don’t want to have to think, they just
    want great opportunities to create themselves in front of
    them
   Do the work for them and put it into a nice tidy package
   Give them everything they might ask for and then some – but
    without compromising yourself or oversharing with
    competitors
Resources
➔ http://www.scribd.com/doc/8957145/Media-Kit-Template-for-
  Mom-Bloggers-
➔ http://www.blogher.com/writing-your-blogs-media-kit
➔ http://bloggingwithamy.com/media-kit/
➔ http://heartifb.com/2011/09/26/business-of-blogging-
  building-a-media-kit/
➔ http://www.bloggingbasics101.com/2009/02/your-blogs-
  media-kit/
Bloggers!
Send me your (awesome) media kit so I have you in
      my blogger files for brand campaigns

                Stephanie Schwab
      stephanie@crackerjackmarketing.com
     Subject line: [your blog name] media kit

               And follow me on Twitter:
              @socialologist & @digifam

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Media Kits for Bloggers

  • 1. Media Kits for Bloggers Philadelphia Social Media Moms April 23, 2012 Presented by Stephanie Schwab @socialologist @digifam
  • 2. Why Do You Need a Media Kit?  More Opportunities • Makes it easier for marketers to tell if your blog is a right fit for their campaign  Looks Professional • Marketers will know they are working with someone who takes their brand and blog seriously  Time Saver • The more comprehensive your media kit is, the less time you’ll spend repeating the same information 1
  • 4. Essentials  Blog Name  Bio  Audience  Social Footprint  Media Appearances  Previous Partnerships  Available Opportunities  Detailed Contact Information 3
  • 5. Media Kit Formats  Powerpoint • Download as PDF • Can also put on Slideshare if you’re willing to be more public  Word • One-pager • Multiple pages • Download as PDF  On your blog • Ideally, also make downloadable in some way Appearance counts: put your best foot forward, in terms of writing and design, for your blogger media kit 4
  • 6. Blog Name  Also include: • Logo • Quick Contact • Tag Line 5
  • 7. Bio & Description  Keep it short & to the point  Be sure to include: • Your experience & story • Site content & purpose Marketers can’t work well with bloggers if you don’t tell them who you really are 6
  • 8. Audience  Traffic Stats • Include screen shots from Google Analytics – Monthly Uniques • Quantcast data is also good – More accurate than Compete.com – You have to be willing to make your information public  Demographics • You may need to collect this yourself 7
  • 9. Demographics  Quantcast will give you demographic information from their database • Gender • Age • Children per household (very important for marketers) • Education status • Income levels  Warning: Quantcast data can be off  Best way to get demographics: Survey your readers • Get most critical data (above) • People will drop off if you ask too many questions • Use Survey Monkey or Google Forms • Offer an incentive for the survey – enter into a drawing? Bloggers should occasionally survey their readers to know who to tailor content (and marketing) to 8
  • 10. Your Social Footprint  Site stats aren’t the only thing marketers takes into consideration!  Add all things that make up your reach & influence: • Twitter Followers • Facebook Fans • Klout Score • Awards & Inclusions – Top blogger lists – Top tweeters lists 9
  • 11. Media Appearances/Press  This quantifies your reach  No need to be lengthy, a bulleted list will do • Organize lists by appearance type – Speakers/Panels – Television – Print – Other online mentions You are more than just your blog: be sure to highlight other online and offline points of influence 10
  • 12. Previous Partnerships  List brands you’ve worked with in the past • Use a bulleted list • Include the year • Brand logos are good imagery 11
  • 13. Case Studies  Optional, but very helpful • If you don’t have one yet, don’t worry about it!  Showcase your most effective campaign • Highlight the reach & outcomes 12
  • 14. Available Opportunities  How can you work with the brand? • 4 – 5 bullets for suggested partnerships – Advertising – Review/Giveaway – Sponsored Posts – Twitter Parties – Blogger Outreach • Include estimated pricing, when possible Listing specific opportunities in your media kit make it easy for marketers to approach you 13
  • 15. Wrap It Up: Detailed Contact Information  The final piece of your kit: • Blog name, site URL • Your name, email & phone number • Social profile URLs If you don’t include a phone # in your media kit, be sure to include it in any emails you send to marketers 14
  • 16. Other Tips  Follow common best practices: • Low word count • Keep it “scannable” – Use sub-headers & bulleted lists • Consistent branding & imagery – It should match your blog • Proofread! Proofread! Proofread! 15
  • 17. The bottom line  Marketers and PR people don’t want to have to think, they just want great opportunities to create themselves in front of them  Do the work for them and put it into a nice tidy package  Give them everything they might ask for and then some – but without compromising yourself or oversharing with competitors
  • 18. Resources ➔ http://www.scribd.com/doc/8957145/Media-Kit-Template-for- Mom-Bloggers- ➔ http://www.blogher.com/writing-your-blogs-media-kit ➔ http://bloggingwithamy.com/media-kit/ ➔ http://heartifb.com/2011/09/26/business-of-blogging- building-a-media-kit/ ➔ http://www.bloggingbasics101.com/2009/02/your-blogs- media-kit/
  • 19. Bloggers! Send me your (awesome) media kit so I have you in my blogger files for brand campaigns Stephanie Schwab stephanie@crackerjackmarketing.com Subject line: [your blog name] media kit And follow me on Twitter: @socialologist & @digifam