This post is long overdue, and to be frank, this is probably a topic I should be writing about because it’s as much apart of my life as my son. So stay tuned for more on digital advertising in the future.
For those of you who don’t know, I work in advertising, specialising in digital. Yes, that evil money grabbing, Facebook stalking business. I’ve worked at various media agencies in both London and San Francisco and worked with major brands like Kellogg’s, MasterCard, Mr Kipling, Rimmel, Marc Jacobs, Calvin Klein, Sky and many many more.
As the digital ecosystem continues to change rapidly, more and more people opt in to block online ads and influencer marketing becomes more prevalent (read about 6 digital trends of 2017) it’s important that we know about this and promote ourselves as best as possible.
Influencer marketing isn’t new, but it will mature in 2017 as we see brands not only partnering with digital savvy Snapchatters and YouTubers but co-creating original content that can’t be found anywhere else.
So while working across a few of these brands I developed a digital strategic approach across all digital channels, and of course one aspect of the digital campaign was with influencers. I have seen their very professional media packs (I’ve also obviously written my own which has helped me get paid jobs through blogging), so I thought it would be worth sharing a few tips for your own media pack:
A media pack is essentially a more fun, photo heavy CV. It’s meant to highlight your strengths in concise entertaining sentences and stats. The format is not as important as the content, so you can create this as a powerpoint, a word doc, or even an infographic! Whatever you are the most confident in using.
So here are three key things to remember when writing a media pack…
- Amazing description of who you are as a person, a funny anecdote that really makes you shine
- How your personality is the best they are every going to see
- What makes you unique
- High res photos
- Monthly uniques (this is the most important figure because it truly shows your readership i.e. how many unique users are going to read your blog each month) – note: do not use page views as this is not a true metric at a user level, as this counts total number of times somebody has been to the page i.e. somebody could be hopping back from other tabs that are open on their computer three or four times to read the same page
- Follows, likes, fans, pins
- DA score
- Google page rank
- Any other communities you run and the stats behind this
- Link to your best (most viewed or shared) blog post
- Other places you have been published and the stats you received from this
- Testimonials from other brands
- Sponsored posts
- Brand ambassador
- Video content
- Freelance writing
- Give away
- Instagram / Facebook / Twitter / Pinterest social media campaigns
- Public Speaking
- Events, press trips and travel
Of course, you will need to add your rates here. Again this is subjective and is different for every blogger, I came across some bloggers who charged £5K for sponsored posts and some bloggers charge £100, it will depend on your stats, the amount of time spent, if you have writing experience, and many other factors. Here is Tots 100 take on this.
With this information you can make a rough and ready calculation of what you need to charge. For example, if you want to earn £250 a month from your blog, and you have 10 hours to devote to writing paid content, then you need to earn £25/hour. If a sponsored post will take you 2 hours of work, then you need to charge a minimum of £50 per post.