Having direct advertisers is a very lucrative way of monetizing your site. Ads are one of the few ways in which a blogger can capitalize on existing traffic without any additional work, such as developing products like e-books or providing services like search engine optimization. First step for a blogger to attract sponsors to his or her blog is to create an online media kit.
What is a media kit?
Your advertising media kit should give potential sponsors the chance to learn behind-the-scenes facts and stories to supplement the content on your site. Think of the media kit as a resume for your blog. It is a package of information that introduces your site to interested advertisers and answers their questions about it.
Why should I develop an online media kit?
An advertising media kit is a sales tool for selling advertising on your site and it is a must-have for any blogger who wants to monetize his or her content via direct advertising contracts. Your media kit should be used to get potential advertisers excited about advertising on your site.
I recommend developing an online media kit as a professional looking document that potential advertisers can download from your site, that you can send out to companies that contact you, and that you can send out to companies that you contact directly.
How do I write my own media kit?
Remember the key practices of writing content online. Employ scannable text by using these suggestions:
- Low word count
- One idea per paragraph
- Highlight keywords and paragraphs
- Bulleted lists
What should I include in the media kit?
Your media kit should provide your potential advertisers with immediate access to advertising rates, key demographics, traffic information and your contact details. It should include everything a potential advertiser might need to know to help him decide to buy advertising space on your site.
Make sure your media kit information is accurate, consistent and up to date. Update your media kit regularly as your site grows and expands.
- Profile - Start simple by tailoring your media kit to describe your site, define your values, describe your content and you personally.
- Target audience and traffic – It is important to show the potential sponsor what they are buying. Your traffic and your target audience are two primary motivators for the advertiser. Keep working to build your traffic and be ready to share your traffic stats, number of followers / subscribers, and number of email newsletter subscribers.
- Add credibility – Add credibility to your site by including external, third-party references. Include links from popular websites to your content and also include links of your guest articles on other popular sites. Also include third party rankings of your site like Google PageRank and Alexa Ranking. Be prepared to back up your traffic stats with graphics from your Google Analytics account. You may also need to grant the potential advertiser the access to your Analytics report. Google Analytics features a very safe option to do that without giving away your username and password.
- Search engine rankings – When people search the Internet for keywords relevant to your potential advertiser and they end up on your site, you have a key selling point. One of the most powerful strategies of selling advertisements is to show the potential sponsor how you rank in search engines for their product / service related keywords. Compile a list of keywords that you rank for that you can include in your media kit.
- Advertising options / rates – Let the potential advertiser know what kind of advertising options you offer on your site. Include the position of ads, the size of ads, show it by including a screenshot which has the potential ad position marked. Do not forget to include pricing for each of these ads.
- Contact details – Finally make sure to include all the contact details needed to get in touch with you.
What do I do when I have collected all the information?
Compile all the information into a nice looking PDF or DOC file and provide access to it from your “advertise” page. When potential advertisers look for advertising options on your site, they will be able to request you to send the media kit to them and find out anything that they might need to know. That should be a good way of selling yourself to them and hopefully getting the deal.
Image by Irina.