The terms “media kit” and “rate card” are continuously being bandied about the blogging world, but finding information about them and what they should include can be like searching for that elusive needle in a haystack. Someone who knows this only too well is editor Tine Wang. After going through a lot of trial and error herself, Wang is now helping out fellow bloggers by penning an eBook on how to put together the perfect media kit and rate card. Here, Wang takes time out to chat to BD about her insider tips for monetising blogs...
Can you tell me a bit about your eBook?
A Beauty Blogger's Media Kit is essentially a guide on how to create a media kit for beauty bloggers. Brands are now reaching out to more beauty bloggers than they did a few years ago, and it's important for beauty bloggers who intend to have a good working relationship with brands to have a solid media kit and rate card. It also talks about the right way to reach out to brands once the media kit is ready because asking for freebies in your first email is a MAJOR faux pas.
Why did you decide to put together an eBook?
When I first started working with brands years ago and they asked me for my media kit, all I could think of was "what the heck's a media kit?" Googling didn't work that well because at that time, very few bloggers talked about media kits and worse, I had no idea what one even looked like. Thankfully, there was one beauty blogger from the US who made her media kit readily available on her blog (Karen from Makeup and Beauty Blog). That was when I realised that a lot of beauty bloggers had no idea what media kits were or how to put one together. Hence, A Beauty Blogger's Media Kit was born. I'm very pleased to say it's been very well received.
What topics do you cover in it?
Some of the topics you'll find in the eBook include what is a media kit, why you need one, what's in a media kit, what to do with it once it's completed, what is a rate card, how much to charge for sponsored posts, how to get your terms and conditions in order and much more!
What exactly is a media kit?
Think of it as a resumé for your blog. Just like a resumé for work, it contains the blogger's contact information, blog details, what the blog is about, who the target audience is, what the web statistics are, accolades and press mentions the blogger has received, who the blogger has worked with in the past and so on. It's a medium to show the blogger and the blog off (and it's a good thing!). It will also contain information such as the number of subscribers/followers you have on the blog, mailing list and social media, web stats, examples of your best work, testimonials, brands that you've worked with and so on.
Why is it important for people to have a media kit?
It's far easier to have all of the above information in a document than having to write it up all over again each time a PR emails you for your details and web stats. It also portrays a sense of professionalism in the blogger, even if he/she doesn't blog full-time.
What are your top tips for creating a killer media kit?
- Be succinct. Like regular resumés, it should be as short as possible while still conveying all of the information needed. No one has the time to go through 20 pages.
- Don't include every single piece of information under the sun (this will make the media kit very long). Write what's necessary and if the brand/PR has further questions, encourage them to get back to you for more information.
- K.I.S.S. I've seen media kits so beautifully done up with gorgeous colour themes and blocks of texts here and there. While they're really good to look at, they can sometimes be hard to read.
- Don't spread vital information about the blog out onto separate pages. I like to put all of the important information like my web stats, number of subscribers/followers on social media and mailing list on the first page of the media kit. One look and bam! Done. Important information about the blog acquired.
What is a rate card?
I call it "a menu of services". The word "services" may sound a tad dodgy but if you're a blogger and you're offering ad spaces and spots for sponsored posts etc, then you're offering a service. The rate card will have those list of services along with the prices you charge (e.g. price for a 300 x 250px ad on the sidebar, X amount of dollars for a sponsored post of Y number of words and so on).
Should all bloggers have a rate card? Why?
If you're not monetising your blog, then no, it's not necessary. However, if you're intending to work with brands, then yes. No blogger should work for free. By having a set rate card, it also tells brands and potential advertisers that you handle sponsored content and will be working with them professionally. Plus, it protects both parties when everything is in black and white.
What should a blogger include on their rate card?
Carefully consider what sort of services you're planning to offer on your blog. If you're offering ad spaces, then each type of ad space should have a price attached to it. If you're offering advertorial spaces, state your rates for sponsored content.
A Beauty Blogger's Media Kit can be purchased for US$9.95 from http://www.beautyholicsanonymous.com/a-beauty-bloggers-media-kit-ebook/
Tine Wang is also offering a special discount for BEAUTYDIRECTORY members. Enter the promo code BALOVESBEAUTYDIRECTORY at the checkout to score a 15 per cent discount on the eBook (offer ends June 30, 2015).