If you’re familiar with sponsored content as an income stream, chances are you’ve been asked for a media kit or a proposal to do a sponsored post. Unfortunately, the world of sponsored post rates and assessing the value of your site is a bit like the wild, wild west.
It can be daunting putting together a media kit, especially when you don’t have the ‘big numbers’ everyone seems to flaunt and expect. So most bloggers look at what everyone else is doing, and then create something similar. Brands can then compare one blogger to the next simply by looking at the stats they’ve included.
While that’s great for them, it’s bad for you. You don’t want to be judged on numbers alone. Two bloggers with the same audience size can generate very different results for a sponsored campaign. And a smaller blogger can often outperform a larger one.
One of the biggest issues with media kits is they often only highlight the totals, such as reach (Users) and pageviews (Impressions) for the past 30 days. They’re rarely broken down by location or demographic, and almost never by topic. Bigger numbers may look more impressive, but they can set the wrong expectations.
Another issue is showing averages, such as average time on site or average bounce rate. They’re averages, which makes them look… well, average.
If you want to really impress a brand, create a media media kit that focuses on the topic of the sponsored post.
Let’s say you have a baking blog, and the brand wants to promote a chocolate product. Wouldn’t it make sense to show how crazy your audience is about your recipes that include chocolate?
Pretty logical right? But how many of you actually do it? Maybe you’re not even sure how to do it.
Well, today I’m going to show you how with Google Analytics.
What screenshot do I need?
If you navigate to Behaviour, and then All Pages, you’ll see results for all your content (usually sorted by pageviews).
But what you really want is a screenshot that highlights content related to whatever topic the sponsor is interested in.
Using Darren’s Digital Photography School blog as an example, let’s say I wanted to pitch a sponsored post to a Wildlife Photography Tours company. Naturally I’d want to demonstrate how many people are interested in wildlife photography content on the DPS site. Assuming the term ‘wildlife’ is in the URL of these posts (after all, it’s good SEO, right?), I can use the search function in Google Analytics to bring the relevant content to the surface.
You may not have noticed the search function before. But it’s there, pretty much in the middle of the screen. And you type in a keyword (on our case, ‘wildlife’), it will return a list of blog posts with that keyword in the slug.
And this is where it gets interesting.
Instead of generic totals, you’ve now shown interest in the sponsor’s topic. In our case, the screenshot shows interest (pageviews) in the topic over a year. After all, sponsored posts hang around a lot longer than a month. And why pitch for one sponsored post when you can show them what a long-term partnership could look like?
You can also point out things like the time on post being longer than the site average. (Agencies love ‘dwell time’ as a measure of engagement.)
Of course, you don’t have to put this in your media kit, although you certainly can. I usually either send or embed it in my intro email and draw attention to it.
You can still included totals in your media kit, and most potential sponsor would expect that. But now you can also send them something they probably wouldn’t expect, which will help your pitch stand out from the rest.
What are some interesting things you’ve done to help your sponsored post proposals stand out from the rest? Share them in the comments below.
I am on the pitching end of the sponsored post deal; not the pitch-er. But in the same regard I get how that share would appeal to bloggers, You need to find a good match if you want to place sponsored posts, point blank.
I happen to attract opportunities without doing the media kit thing; no such page to speak of on my blog. But I did that with plenty of blog commenting and guest posting to attract such opportunities freely.
If you are pitching, focus exclusively on blogs aligned with your niche, more than anything. Remember that every blogger looks for something different. Some folks may not care – on both sides – about numbers at all, really. Pure related, aligned content is the critical factor for many bloggers, who want to publish sponsored posts, and when you are doing homework for blogs on which to place your posts, work off of a tight watch list of helpful, authority, 100% aligned offerings.
Never deviate. I get sponsored post opps from people who want to promote their candle business. I run a blogging tips blog. Not a match. Ditto or insurance posts or heck, anything that is not a blogging tips themed posts. Some bloggers may go off niche; I do not.
Thanks for the smart share Laney.
Very informative post. I am also selling Sponsored post on my blog and my client often ask for a media kit. I haven’t add these data to it. Thanks for bringing these great tips here and I will definitely add this to my media kit.
Have a great day :)
Hey there Laney,
Great idea! Though it cannot be denied that most clients look for what’s common in a media kit like average visits and views, and that most of them are biased when it comes to big numbers, the inclusion of these real and hard facts are simply a surefire way to counter those big numbers. I haven’t tried this before, but I’ll give it a shot and see for myself on how it will turn out.