It’s that time of the year again – many travel blogging conferences are fast approaching and bloggers are preparing to woo tourism boards and travel companies into working with them.
There’s BlogHer in Silicon Valley next week, TBEX Europe in Athens in October, and PTBA in Sri Lanka in November. There’s also a bunch more… really too many to list.
Personally, we’re going to TBEX Cancun next month in Mexico, so we’re frantically getting more business cards printed before we go to Cuba next week (as we think it’ll be easier to do it here in Colombia), as well as updating our media kit.
And while putting together this third update of our media kit, I thought it might be helpful for bloggers attending their first ever conference to get an insight into what should go into one.
This will be our third TBEX, and although we’re certainly not yet experts at media kit writing, I felt we’ve learnt a thing or two over the years.
Even if you’re not a travel blogger, this post should be useful for any type of bloggers looking to share their media kits with businesses.
So here goes…
How to create a media kit that rocks
Introduce yourself and your blog
Keep the introduction short and punchy and write it in the same style of your blog’s voice. Say how long you’ve been blogging for, what you blog about and who your blog aims to help.
Talk about the adventures you’ve been on and the focus of your blog – what’s its niche?
Briefly discuss your audience demographics, why people read your blog and how you hope to inspire others.
See below for an example of what we’ve written within this section of our media kit.
Meet Carmen and Dave
At the end of 2008, Carmen and Dave gave up their media jobs in Perth, Australia, to move to London. They travelled Europe for three months before finding a place to live in the English capital.
Over the next four years, they climbed their career ladders, working their way up until Dave was a TV Producer for BBC World News and Carmen was heading up the social media and video departments at a creative content agency.
In June 2012 they started blogging about their adventures, focusing on the culture and food they experienced on short trips throughout Europe. But soon these little weekend jaunts weren’t enough. Carmen and Dave got itchy feet. It was travel that truly lit their (camp)fire, not working a desk job 9 to 5. So they quit their jobs in May 2013 and set out to travel the world, living a location independent lifestyle.
Now permanent nomadic travellers, Carmen and Dave spent six months of 2013 driving around North America, before living in the Caribbean for two months. During 2014 they are travelling through South and Central America.
List why companies should work with you
You can do this in three ways – either write about why companies should work with you, list what you can offer, or do both. We’ve included a brief description of our career backgrounds in our introduction and we felt that that helped answer part of the question as to why companies should work with us, so we filled out this page with our offerings instead.
When writing about your offerings, give a brief summary of the different elements of your blog that you think companies could use to their benefit.
For example, describe any advertising and guest posting opportunities, and include information on the type of content you produce and how this could be tailored to companies you work with.
See below for our example.
How you can benefit from working with Double-Barrelled Travel
Double-Barrelled Travel works with companies to generate creative content surrounding their brand, bringing lively information to a targeted audience.
Professionalism – Carmen and Dave are both professional journalists and have a thorough understanding of media law and ethics.
Quality writing– Between the two of them, Carmen and Dave have written for online publications, newspapers, magazines and TV for well-known organisations such as the BBC and NewsCorp.
Engaging video – Carmen and Dave have been professionally trained in video operation and have great presenting skills. They are passionate about creating engaging video content for their viewers.
Be transparent about your stats but don’t overwhelm
It’s important to include some statistics but no need to go overboard detailing every little visit to your blog.
If the company wants more information, they’ll be able to contact you to get it. However, I would include:
– How many unique visits a month
– How many page views a month
– How many social media followers you have on Facebook, Twitter and any other social media platform you use regularly
– Your blog’s page ranking (optional)
One of the most important statistics companies will want to know is what your readership is like. The more detailed demographics you can give the better, as companies will want to make sure your blog’s demographics align with their’s.
Include these details about your readers:
The best way to get all of the above statistics is to use Google Analytics. This is the analytical system we would recommend because it’s free, easy to use, and detailed.
Let companies know what makes you stand out from the (media) pack(s)
Don’t be afraid to discuss your strengths in this part of your media pack. Were you previously a journalist before becoming a blogger? Mention this. Have you worked in tourism before? Say you know what the industry wants. Have you completed a photography course? List that here. Won any awards? Don’t be shy – speak about what they were and when you got them.
Sell yourself in this part of your media kit, making you irresistable to work with. If you write this section well, companies will be emailing you with press trip offers before you know it.
Over the years whenever someone has posted a complimentary comment on our blog, or a company has written to us praising us for our work, I’ve filed it away for the testimonial section of our media kit.
Don’t worry if you don’t yet have a long list of glowing reports – simply two or three testimonials from readers should suffice. If you don’t have any yet, don’t be afraid to reach out to those who regularly read your blog and get them to write a few sentences for you.
Show who you’ve worked with
In our media kit we’ve listed which companies we’ve worked with, what tourism boards we’ve collaborated with and detailed any other travel blogs we’ve featured on. It’s up to you how you choose to list these details – you might just name them or you could write a short summary on how you’ve worked with each company or blog.
This is how we’ve included who we’ve worked with in our media kit… just by listing the logos.
Include targeted images
Include a number of images (but don’t go overboard) in your media kit to make it appealing to the eye. Ensure they fit in with the niche of your blog. For example, because we’re a couple travel blog focussing on adventure, we’ve featured photos of the two of us hiking, scuba diving and canyonning.
We’ve also added a photo or two of us taking photos and filming, as these are two elements of our skills that we want to emphasise.
Include past press trips (optional)
As you become more seasoned as a travel blogger, you can start to include any press trips you’ve been on, who you worked with, and what you produced. We’ve included a page in our media kit about the recent work we’ve done with tourism board and companies, so as to give other businesses an idea as to how they can work with us.
Add your contact details
Don’t forget to mention how companies can contact you! Hopefully after reading your media pack, businesses will be ready to get in touch. Also list all of your social media channels because the companies might like to follow you to see what you’re getting up to.
Tips to remember
– Keep it simple. Most companies will scan over your media kit and if you have endless copy filling up your pack, no one will read it all the way through. Try not to make it more than10 pages.
– Proof read and get someone else to look over it. Remember you are treating your blog like a business and it’ll look unprofessional if there are spelling or grammar errors.
– Keep it to the tone of your blog. You want the company to be able to recognise your blog simply through the tone of voice of your media kit.
And there you have it – a rundown on how to create a media kit that rocks.