A media kit is your blog's sales document — the thing you send to brands when they ask “tell me about your blog.” Without one, you lose sponsorship deals to bloggers with smaller audiences who simply present themselves more professionally. Here is what every blogger's media kit must include and how to build one that converts.
What a blogger media kit actually is
A media kit is a one-to-two-page document (PDF or web page) that summarizes your blog's audience, reach, and collaboration options for brand partners. It is the first thing a brand's marketing team looks at when deciding whether to work with you. Think of it as a pitch deck condensed into a professional overview.
Brands receive hundreds of collaboration inquiries. A polished, data-rich media kit signals that you run your blog as a business and are worth their time. A media kit is also useful when cold-pitching brands — it does the heavy explaining so your email stays short and the brand can self-qualify.
What every blogger media kit must include
At minimum, your media kit needs:
- Blog overview — niche, mission, what makes it different
- Audience demographics — age range, gender split, geography, interests
- Traffic metrics — monthly unique visitors, page views, sessions
- Email list size — subscribers and average open rate
- Social following — platforms and follower counts (if relevant)
- Engagement data — average comments, shares, or email click rates
- Past brand partnerships — logos or names of previous sponsors
- Collaboration options and rates — what you offer and what you charge
- Contact information — name, email, and website
How to present audience data brands care about
Raw traffic numbers matter less than audience quality and fit. A brand selling B2B software does not care about your total traffic — they care whether your readers are decision-makers in relevant industries. Present your audience data in terms of who reads your blog, not just how many.
Pull demographic data from Google Analytics 4 (age, gender, interests) and your email platform (if it provides survey or segmentation data). Even a simple audience description — “80% of readers are freelancers in the US aged 25–40 seeking business growth resources” — is more compelling than raw page view counts.
Setting and presenting your rates
Include a rates section in your media kit or have a separate rate card ready. List your standard offerings: sponsored post, newsletter feature, social amplification, product review, ongoing partnership. Price each clearly or provide a range.
Do not be vague about pricing — “rates upon request” creates friction and loses deals to bloggers who make it easy. If you are unsure what to charge, see our guide on sponsored blog post rates and pricing. Always negotiate from your rate card, not from scratch.
Design and format: how to make yours look professional
Your media kit should match your blog's branding — same colors, fonts, and visual style. Canva has free media kit templates that work well for most bloggers. Keep it to one or two pages maximum: brands will not read a ten-page document. Use charts or callout boxes to highlight your most impressive numbers visually.
Update your media kit at least every quarter as your metrics change. An outdated media kit with last year's numbers is worse than no media kit — it signals that you are not running your blog like a business. Use Threecus to track your brand partnerships and sponsorship pipeline so you always know which relationships are active, pending, or worth following up on.
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