Media packs. I know you’ve heard of them – but what are they, do you need one, and how do you even write one?
In short, anyone hoping to make money from their blog would do well to invest a little time and effort into creating a simple media pack.
When you’re talking to brands and PRs, they all want to know the same thing. Having a media pack makes your life easier (hitting ‘attach’ is a lot quicker than copy and pasting the information again.) Plus, you’ll also stand out and appear professional.
Whether your blog is shiny and new and just taking its first steps out into the world of blogging, or whether it’s been around forever, it doesn’t matter. Media Packs are useful – I’d go so far as to say essential – for anyone wanting to make their blog earn them even a small income.
Making a media pack isn’t complicated either, and it’s worth taking the time to put together everything you need.
First off, a media pack is simply a document which tells prospective brands and PRs everything they need to know about you and your blog. It also helps a PR assess quickly whether you’re a good fit for their product.
Crucially, your media pack is where you get to be YOU – so make it sell you, baby!
Don’t just add a few stats and a screenshot of your Google Analytics. Dull dull dullsville
It’s your opportunity to showcase your blog’s style and voice. No PR has the time to read every blog so in one or two pages show them what your blog is about, and who’s reading it.
But don’t lie; don’t imitate, and don’t try to be something you’re not. For some brands you are JUST the person they are looking for – and those are the only brands you want to talk to. Gain a brand by deception, and that’s a relationship destined for doom mountain.
So, here’s how to do it:
1. Get your stuff together, people.
The fiddly and time consuming bit. Here’s what you need:
- A decent, recent photo of you
- You blog’s logo – if you don’t have one, use your header!
- Some photos from your blog that you’re proud of – ones that you took!
- A screen shot of your blog’s home page.
- A list of any regular features that you run
- A list of what you write about – in general subject terms; parenting, shopping, baking, tank driving…
- Page views per month (from Google Analytics. BE HONEST!)
- Unique visitors per month (from Google Analytics. BE HONEST!)
- Reader demographics (Google Analytics can tell you this, or if your blog has a Facebook page the insights can help – for those comfortable inserting code snippets I signed up to Quantcast and used their free service, which is ace).
- Subscribers: How many followers you have on Twitter, Facebook, Pinterest, for your rss feed etc.
2. It’s All About You.
Succinctly Introduce yourself and your family (if relevant). Mention your children and their ages, your approximate geographical location, your hobbies, your habits and anything odd and unique. Make yourself be you.
3. And About Your Blog, Obviously.
Your media pack needs to say what your blog does – quickly and simply. Take your time on this bit.
Remember, there’s no bad blogs – if your blog’s purpose is to tell funny stories about your mad cat, or to describe your child’s cooking today, that’s fine. Say that. Because cat brands and kids’ food companies will LOVE you for it :).
This is the part that will make a connection with a brand. This bit will sell your blog quicker than the stats will.
4. Now Splash The Stats.
Every PR and brand will need the following as an absolute minimum:
- Unique visitors every month
- Pageviews every month
- You may also want to include how many social media followers and blog subscribers you have, and your Tots100 ranking (mentioning that the Tots100 index contains over 7,500 UK parent blogs)
Refresh this information every few months – stats from last December are useless now. And, do feel free to leave out any figures you don’t think look good. If you’re new, then maybe show how you’re growing week on week instead.
5. Time to set out your stall.
This is where it’s okay to be concise, dry and clear. Because that’s what’s needed.
At a glance I want to know how much it will cost me to work with you.
Show me your rate for a sponsored post.
If you offer ad space, what do you charge for what sizes, and how often (keeping it simple is key, I’d suggest starting with two sizes, and a fixed monthly rate).
Do you charge for competitions?
If you offer reviews, mention this, and explain your own terms and expectations.
Explain your payment policy – how you will take payment (direct transfer and Paypal are both usual – though you may want to charge 4% fee for Paypal payments or you’ll lose that yourself), and state your payment terms; payment being required within XX days of invoicing.
6. Show the love.
If you have a great relationship with a brand or PR, ask them if they’d mind writing a short testimonial for you. A short quote from an independent third party looks great, and is very reassuring for new clients.
7. Do NOT Forget To Get In Touch
Make this as easy as you can.
Let them email you, and show them how and where.
Make it a call to action: “email me today on Me@BestestBlog.com”
8. Time to Prettify.
The hard work is done – but now you have to make it look less like an English exam.
Add some of your photographs – the really good ones, and maybe use screen shots to illustrate mentions of your content.
You want a PR’s eye skipping merrily along each line, not closing in boredom.
9. Check, check and triple check.
Do NOT send out a media pack with a typo. Enough said.
10. Make it email friendly
The best way is to make your word document a pdf. In most office software just choose file, print and then choose the ‘pdf’ option in bottom left hand corner.
Not only is that a smaller file to handle by email, but you know it will arrive looking just like it did when it left you.
And you’re done!
Blogs evolve, and your media pack should too. Update your stats over time and check and change the bits that are no longer current. You’ll be amazed how handy it is having it right at your fingertips whenever you want it!
– Laura Hitchcock, LittleStuff (This post first appeared on Tots100.co.uk)