Every few weeks a blogger writes to ask what goes into a media kit, usually a week before a brand asks to see one. I’ve designed dozens of them in my studio, and I’ve also been on the receiving end as a small brand myself when I commissioned photography for a template launch. That second view changed how I build kits.
A media kit is your blog’s shop window for partnerships. One PDF that tells a brand who reads your blog, how many of them there are, what a collaboration with you looks like, and what it costs. Done well, it answers every question in a pitch email before the brand has to ask it.
Here is what I put in mine, page by page.
Start with the cover
The first page is a mood board with your name on it. Your blog name, a one-line description of what you write about, your headshot or a signature photo from your blog, and your contact details. Nothing else.
I keep a running folder of images that feel like my blog: a desk flat lay, a type sample, a color swatch. The cover pulls two or three of those together so a brand sees your visual style in three seconds, before they read a single number. First impressions do real work here. A brand manager skims forty kits in an afternoon, and the pretty ones get opened twice.
The second page is you
Half a page of bio, written like a person wrote it. Who you are, what your blog covers, what makes your corner of the internet specific, and roughly how long you’ve been at it. Mine mentions that I design templates from a home studio and that my readers are hobby bloggers building their first pretty site.
Add the practical facts brands need for their records: your name, email, location or time zone, and the languages you work in. If you have an agent or a manager, that goes here too. Keep it short. The numbers come next, and numbers are what the second half of the skim is hunting for.
Your numbers, honestly
This is the page brands actually study, so give them real figures with dates attached. I update mine every quarter and write “figures from March 2026” at the top, because a kit with stale numbers is worse than no kit.
What to include:
- Monthly pageviews and monthly unique visitors, taken from your analytics. Say which tool you use.
- Domain rating or authority score, if you track it.
- Email list size and average open rate. A 2,000-subscriber list with a 45% open rate is genuinely valuable, and brands know it.
- Social following per platform, plus average engagement on recent posts. Followers count for less than they used to; interaction counts for more.
- Traffic sources. A brand would rather see 60% of your readers arrive from search and newsletters than 60% from a single viral pin.
Round nothing up. Brands cross-check kits against public numbers all the time, and one caught exaggeration ends the conversation.
Who your readers are
Numbers tell a brand how many people. This page tells them which people.
Age brackets, gender split, top countries, top cities if you have them, and one or two sentences about what your reader is looking for when she lands on your blog. Mine reads roughly: women 25 to 44, mostly in the UK, US, and the Baltics, building hobby blogs beside day jobs and children.
Pull the geography and age data straight from your analytics rather than guessing. Then add the soft detail only you know: what topics take off, what your readers ask for in comments, what they buy. That soft detail is the part a media kit template can’t give anyone, and it’s usually what makes a brand lean in.
Past work, shown properly
Three collaborations is plenty. For each one: the brand name, what you made together (a sponsored post, a styled photo set, a newsletter feature, an ambassador season), and one result you can point to. Results beat adjectives. “The recipe post brought the brand 340 email signups in ten days” works harder than any amount of “amazing campaign.”
One small honest case study is worth five logo tiles. If you’re new to sponsored work, use near-misses instead: a product you bought and wrote about anyway, a giveaway you ran with a shop you love, a design project you did in the brand’s space. Show the format you’d make for them.
What a collaboration includes, and what it costs
The rate card page. List your packages as products: sponsored post, post plus social bundle, newsletter feature, a short run of stories, a styled photo set for the brand’s own channels. Beside each one, what’s included and the price.
Publish your prices. I know it feels bold. In practice it filters your inbox in the best way: brands with no budget stop writing, and brands with a budget skip the awkward first email. Include a line about what’s extra (raw photo files, exclusivity beyond 30 days, extra revision rounds) so the negotiation starts from a clean page.
Say how you take payment too. I send an invoice with each agreement and accept bank transfer or card, with card processing fees built into my quoted rates so nobody has to think about them mid-project. Brands work with hundreds of creators and they like a partner who handles the money side neatly.
Make the PDF itself part of the pitch
You sell visual work, so a plain Word document exported to PDF undercuts the argument before the brand finishes page one. Your kit should look like your blog: the same fonts, the same palette, the same photo treatment. If your blog is soft and airy, the kit is soft and airy. Consistency here is proof you can deliver the look they’re hiring.
Format rules I follow every time:
- Eight pages maximum, two of them the cover and the numbers page.
- Landscape or square, sized to look good opened on a phone as well as a laptop.
- Fonts embedded, file under 5MB so it travels through any inbox.
- Live links in the PDF for your blog and social profiles.
- A clean file name like “YourBlog-media-kit-2026.pdf”. “kit-final-v3-FINAL.pdf” tells a brand you don’t do this often.
Print it once before you send it anywhere. Half the kits I fix have a stray placeholder, a photo that crops badly, or a numbers page that makes sense only on screen.
Keep it alive
A media kit is a living document, and it goes stale quietly. I rebuild mine quarterly, right after I refresh my analytics screenshots, and I keep the working file in my design program so a new number is a two-minute edit.
Two last habits that pay off. Keep a short version of your numbers in a plain text file for the brands that ask questions by email instead of opening the PDF. And write a three-line pitch email to go with the kit: who you are, one idea you’d make for them specifically, and the attachment. The kit answers the questions. The email is what gets it opened.