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      How to Create a Media Kit for Your Website (5 Key Tips)


      You’ve built a great website and spent hours crafting content that’s laser-focused on your target audience. Your traffic is great, the site design is impeccable, and the search engine optimization? You’re hitting every keyword, baby.

      But here’s the unpleasant truth: you can be doing all those things right and still not get the interest from advertisers and media outlets that you want to grow your business.

      You may be wondering what you can do to turn things around and deliver a comprehensive message to prospects about your services.

      Adding your business’ key information to your website can be a way to maintain your brand standards while bringing in new advertisers and collaborators. Collecting these details into a “media kit” can help you provide a convenient place for people to find and use them as needed.

      In this article, we’ll take a look at how media kits coordinate with your other content and why you might want to add one to your site. Along the way, we’ll share some stellar media kit examples. We’ll also go over how to create your own media kit in five easy steps.

      Whether you’re a blogger, influencer, or entrepreneur, creating a media kit for your website is a must. Let’s get you some press coverage!

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      What a Media Kit Typically Provides

      The terms “press kit” and “media kit” are often used interchangeably. A media kit, however, is more specifically geared towards bringing in advertisers or potential clients.

      Arguably, a public relations-driven press kit can also bring in advertisers. For this article, we’re going to use the term “media kit,” however, and focus on how it can help you monetize your website, bring in collaborators, and appeal to advertisers.

      A comprehensive media kit generally includes the following:

      • An introduction. You can use this as an opportunity to present a very targeted message about your business. Alternatively, you can produce an approved bio for anyone to use.
      • Site statistics. There’s no need to be humble here — it’s smart to put your best numbers out in front. For example, you can let everyone know what a great opportunity your site presents due to the volume of traffic it receives.
      • Advertising opportunities. You can use your media kit to spell out precisely what kind of advertising you have available on your site. Your media kit is a good place to outline what you can’t accommodate as well.
      • Audience data. The demographics of your site’s audience might not be right for every advertiser or collaborator. Supplying that information in your media kit can help eliminate any confusion.

      Let’s look at an online-only media outlet as an example. The popular website, BuzzFeed, has a global audience of over 650 million. It showcases its media kit information in a clean and scrollable format for potential advertisers. The kit clearly displays the most critical information and allows for opportunities to click through and learn more.

      Alternatively, Catherine Summers is a style blogger with a media kit that ticks off all the best practices boxes. Summers immediately jumps in and addresses why anyone would want to work with her and then lays out all the options.

      Catherine Summers’ media kit page featuring her headshot.

      These examples showcase a wide variety of different approaches you might consider for your own media kit.

      Why You Might Want to Consider Adding a Media Kit to Your Website

      As we mentioned before, media kits are prime real estate for showcasing the best of what you have to offer. Plus, you can plainly state how interested advertisers or other potential clients can work with you.

      That said, there are are two main audiences to think about when deciding whether you should create a media kit for your website. They include:

      • Advertisers. If you are hoping to bring in revenue by offering up space on your website, you’ll want to consider crafting your media kit with an appeal to potential advertisers. Highlighting your audience demographics and the number of views they might get on your site are important metrics to consider.
      • Clients. If your primary goal is to bring in new clients or fill out your speaking engagement calendar, there might be other aspects to highlight in your kit as well. For instance, showcasing previous high-profile engagements can heighten your appeal to potential clients.

      Understanding the primary goal of creating a media kit for your website can help you prioritize your content and focus your efforts. Of course, your media kit might also have a combination of advertiser and client appeal. As we saw in the examples above, being comprehensive with your media kit is definitely a valid approach.

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      How to Create a Media Kit for Your Website (5 Key Tips)

      Now that you have some idea of what a media kit might include, let’s discuss how you can start building your own. In the following sections, we’ll cover five essential steps that will get you on the path to building an attention-grabbing kit.

      1. Establish Your Brand

      When it comes to marketing, brand and brand strategy are vital. Your media kit is one opportunity to really solidify your brand and make sure it’s represented correctly. There are several ways you can help to establish your brand with your media kit.

      Providing downloadable documents, press releases, images, and logos or graphics is one approach. Offering these can help encourage site visitors to use your products and establish a friendly atmosphere. Visitors will know it’s OK to use the materials, and you control their quality.

      A downloadable biography and images in Brene Brown’s media kit.

      Another element you might consider including in your media kit is a style guide. This guide may take some investment of time to create but can pay off in the long run. A style guide makes it very clear how your brand can and should be used both on- and offline.

      2. Provide Relevant Statistics

      We mentioned earlier that one element of a media kit to consider is statistics about your site and business. Depending on your level of experience with tracking analytics, this might seem challenging at first.

      If you’re using a managed web host for your website, you might want to see if it provides easily-accessible statistics. For example, here at DreamHost, all of our hosting accounts include user statistics functionality. This can help you track visitor numbers, traffic to your domain, and even referring URLs.

      BuzzFeed’s advertiser information page featuring audience statistics.

      To maximize the benefit of providing your stats, you’ll want to keep in mind who they’re relevant to. In the case of media kits, you’re not really providing these numbers for your readers, but rather for potential advertisers or clients. Therefore, you’ll want to focus on the figures that illustrate the benefits of working with you and your audience. Don’t forget to include follower demographics and engagement data from your social media platforms too!

      3. Describe How to Collaborate With You

      Your media kit is also a place where you can specifically outline what opportunities you are looking for when it comes to collaboration, such as:

      • Affiliate Marketing Opportunities
      • Book Deal
      • Event Appearances
      • Giveaways
      • Guest Posting
      • Podcast Sponsorships
      • Product Reviews
      • Site Ads
      • Social Media Promotions
      • Sponsored Blog Posts

      Being specific can help increase the number of quality leads you get. For example, if you are primarily looking for guest posting or social media opportunities, outline the specifics in your media kit.

      The LadyBossBlogger website has an excellent example of how to present your collaboration suggestions and opportunities transparently.

      LadyBossBlogger’s media kit page featuring collaboration information

      Alternatively, you can create forms that allow potential collaborators to give information and outline their inquiries. You’ll also want to consider whether you want to list your prices upfront or encourage prospects to contact you for more details.

      4. Share What Others Have to Say About You

      Testimonials are used in marketing all the time and for good reason. Your media kit can leverage the power of these as well. As a form of word-of-mouth marketing, collecting strong testimonials (or just creating a list of past media coverage) is often a worthwhile investment of time.

      Whether you’re citing past media mentions from publications or sharing sound bites from social media followers, It’s always advisable to note in your media kit exactly where your testimonials are coming from. You can help build trust through transparency in this way.

      One useful example to check out is cookbook author Ren Behan’s press site. There, she displays comments and testimonials in a variety of ways.

      Testimonials from Ren Behan’s media kit page.

      There are several methods for collecting testimonials. You can use online reviews and LinkedIn recommendations, for example. However you decide to obtain them, you’ll want to make sure it is evident in your media kit whether it is acceptable for others (such as reporters) to use them.

      5. Provide Your Contact Information

      It may seem like a simple thing, but providing your contact information is extremely vital. In fact, the contact page is often the most-visited page on any website. You can link to this page in your media kit or simply include contact information and methods within it.

      Either way, providing multiple contact options is always a smart approach. Some web users prefer forms, while others will just want to know what your email address is. One good example of combining both methods comes from (not surprisingly) a UX designer’s website.

      The contact information on Ekkrit Design’s website.

      The simple approach here makes critical information very clear and gives the visitor options. Your contact information is probably not where you want to implement an online scavenger hunt. Also, it’s essential to always keep this information up-to-date, with all links and forms functioning optimally.

      Essential Tools and Resources for Building Your Media Kit

      Now that you’re armed with some great ideas for your media kit, you might be wondering how to create yours. You can do this entirely from scratch, of course. However, there are also quite a few free and premium resources that can make the process easier.

      These include:

      • Canva. This is an online design tool with beautiful pre-made templates and graphic elements. You can get a free template with limited access or pay to get a variety of upgrades at reasonable prices.
      • Creative Market. An online exchange for creative work, Creative Market is like Etsy for marketing materials. You can commission a custom font, or browse other original work to find the perfect fit for your brand.
      • WordPress. There are many options out there for building websites, but at DreamHost, we’re partial to WordPress. As a free, open-source tool, it offers immense flexibility. Plus, you’ll find many useful plugins for creating portfolios, displaying contact information, and developing contact forms.

      Ultimately, how you create your media kit is less important than what it includes. So you should feel free to use whatever tools you’re most comfortable with and focus on ensuring that your kit is comprehensive, easy to understand, and user-friendly.

      Get Those Media Contacts

      Bloggers, influencers, small business owners — regardless of your focus, you want to solidify your brand, bring in more work, and attract advertisers. For all those goals, a media kit is the key.

      Now that we’ve covered the ins and outs of media kits and shared some industry-standard examples, you should be ready to launch your electronic press kit.

      Creating a wow-inducing media kit can take time. Here at DreamHost, we want you to be able to focus on the task at hand, and not get sidetracked by website maintenance and troubleshooting. That’s why we offer complete hosting solutions with reliable support, so you can focus on growing your business!



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      Bare Metal Cloud: Key Advantages and Critical Use Cases to Gain a Competitive Edge


      Cloud environments today are part of the IT infrastructure of most enterprises due to all the benefits they provide, including flexibility, scalability, ease of use and pay-as-you-go consumption and billing.

      But not all cloud infrastructure is the same.

      In this multicloud world, finding the right fit between a workload and a cloud provider becomes a new challenge. Application components, such as web-based content serving platforms, real-time analytics engines, machine learning clusters and Real-Time Bidding (RTB) engines integrating dozens of partners, all require different features and may call for different providers. Enterprises are looking at application components and IT initiatives on a project by project basis, seeking the right provider for each use case. Easy cloud-to-cloud interconnectivity allows scalable applications to be distributed over infrastructure from multiple providers.

      Bare Metal cloud is a deployment model that provides unique and valuable advantages, especially compared to the popular virtualized/VM cloud models that are common with hyperscale providers. Let’s explore the benefits of the bare metal cloud model and highlight some use cases where it offers a distinctive edge.

      Advantages of the Bare Metal Cloud Model

      Both bare metal cloud and the VM-based hyperscale cloud model provide flexibility and scalability. They both allow for DevOps driven provisioning and the infrastructure-as-code approach. They both help with demand-based capacity management and a pay-as-you-go budget allocation.

      But bare metal cloud has unique advantages:

      Customizability
      Whether you need NVMe storage for high IOPS, a specific GPU model, or a unique RAM-to-CPU ratio or RAID level, bare metal is highly customizable. Your physical server can be built to the unique specifications required by your application.

      Dedicated Resources
      Bare Metal cloud enables high-performance computing, as no virtualization is used and there is no hypervisor overhead. All the compute cycles and resources are dedicated to the application.

      Tuned for Performance
      Bare metal hardware can be tuned for performance and features, be it disabling hyperthreading in the CPU or changing BIOS and IPMI configurations. In the 2018 report, Price-Performance Analysis: Bare Metal vs. Cloud Hosting, INAP Bare Metal was tested against IBM and Amazon AWS cloud offerings. In Hadoop cluster performance testing, INAP’s cluster completed the workload 6% faster than IBM Cloud’s Bare Metal cluster and 6% faster than AWS’s EC2 offering, and 3% faster than AWS’s EMR offering.

      Additional Security on Dedicated Machine Instances
      With a bare metal server, security measures, like full end-to-end encryption or Intel’s Trusted Execution and Open Attestation, can be easily integrated.

      Full Hardware Control
      Bare metal servers allow full control of the hardware environment. This is especially important when integrating SAN storage, specific firewalls and other unique appliances required by your applications.

      Cost Predictability
      Bare metal server instances are generally bundled with bandwidth. This eliminates the need to worry about bandwidth cost overages, which tend to cause significant variations in cloud consumption costs and are a major concern for many organizations. For example, the Price Performance Analysis report concluded that INAP’s Bare Metal machine configuration was 32 percent less expensive than the same configuration running on IBM Cloud. The report can be found for download here.

      Efficient Compute Resources
      Bare metal cloud offers more cost-effective compute resources when compared to the VM-based model for similar compute capacity in terms of cores, memory and storage.

      Bare Metal Cloud Workload Application Use Cases

      Given these benefits, a bare metal cloud provides a competitive advantage for many applications. Feedback from customers indicates it is critical for some use cases. Here is a long—but not exhaustive—list of use cases:

      • High-performance computing, where any overhead should be avoided, and hardware components are selected and tuned for maximum performance: e.g., computing clusters for silicon chip design.
      • AdTech and Fintech applications, especially where Real-Time Bidding (RTB) is involved and speedy access to user profiles and assets data is required.
      • Real-time analytics/recommendation engine clusters where specific hardware and storage is needed to support the real-time nature of the workloads.
      • Gaming applications where performance is needed either for raw compute or 3-D rendering. Hardware is commonly tuned for such applications.
      • Workloads where database access time is essential. In such cases, special hardware components are used, or high performance NVMe-based SAN arrays are integrated.
      • Security-oriented applications that leverage unique Intel/AMD CPU features: end-to-end encryption including memory, trust execution environments, etc.
      • Applications with high outbound bandwidth usage, especially collaboration applications based on real-time communications and webRTC platforms.
      • Cases where a dedicated compute environment is needed either by policy, due to business requirements or for compliance.
      • Most applications where compute resource usage is steady and continuous, the application is not dependent on PaaS services, the hardware footprint size is considerable, and cost is a limiting concern.

      Is Bare Metal Your Best Fit?

      Bare Metal cloud provides many benefits when compared to virtualization-based cloud offerings.

      Bare Metal allows for high performance computing with a highly customizable hardware resources that can be tuned up for maximum performance. It offers a dedicated compute environment with more control on the resources and more security in a cost-effective way.

      Bare metal cloud can be an attractive solution to consider for your next workload or application and it is a choice validated and proven by some of the largest enterprises with mission-critical applications.

      Interested in learning more about INAP Bare Metal?

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      Layachi Khodja


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      How to Write Meta Descriptions That Get Clicks (5 Key Tips)


      Search engines can make or break websites. Getting your site to show up on Search Engine Results Pages (SERPs) often isn’t enough. You also have to get people’s attention, so they’ll click on your links over the hundreds of other options.

      At their core, meta descriptions give potential visitors an overview of what kind of content they can expect. They tend to be just a few lines long, so small differences in the way you write your meta descriptions can be enough to boost your click-through rate significantly.

      In this article, we’re going to talk about what meta descriptions are, why they’re necessary, and what elements they should include. Then we’ll walk you through five tips to ensure that your meta descriptions hit home every time. Let’s get to it!

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      An Introduction to Meta Descriptions

      Meta descriptions are the snippets of text you see underneath the title within SERPs, as in the example below.

      Two examples of meta descriptions.

      The main goal of a good meta description is to give you an idea of what the page is all about. Naturally, titles also play a vital role here, but there’s only so much information you can fit into a single headline.

      Meta descriptions provide you with up to a couple of sentences to expand on your page’s content. You can either write them yourself or have search engines generate them automatically based on each user’s search query.

      As convenient as having search engines do the work for you sounds, however, we strongly recommend that you write your own meta descriptions. That way, you get full control over what shows up on the SERPs and on social media sites while also increasing your chances of engaging users.

      Let’s take a look at some meta description examples for a specific line of shoes. You can tell the meta description below was generated automatically, and it doesn’t give you much to go on.

      An example of an unoptimized meta description.

      Here’s another result for the same product search, this one using a stronger meta description.

      An example of an optimized meta description.

      It’s important to understand that meta descriptions only give you a limited number of characters to play with. On desktops, that can be up to 158 characters, whereas mobile users will only see 120 of them. Roughly speaking, that means you get about two lines of text.

      Why Meta Descriptions Are Important

      Search Engine Optimization (SEO) is all about competition. You compete against every other site that appears within the results pages for a given search, each hoping to get the lion’s share of the clicks.

      When it comes to the SERPs, several factors determine how many views your links get, including:

      • The title you use
      • Whether it’s a rich snippet or not
      • If it appears within an answer box
      • The position of your pages
      • Your meta descriptions

      Out of all those factors, you get full control over three of them: your title, schema markup, and meta descriptions. It’s only logical that you should optimize those elements as much as possible.

      If you take another look at the previous section, you’ll notice just how much of a difference a good meta description can make. Letting search engines generate yours will often result in descriptions that look like gibberish.

      What to Include in a Meta Description

      Two lines of text aren’t much, but more often than not, it’s enough to cover a few key elements. Most often, this should include:

      • What your page is about
      • How it can benefit the reader

      If a meta description is too vague, then you’re not selling users on the idea of visiting your website. You’ll still get clicks, of course, but not as many as you might have otherwise.

      Let’s say, for example, that you wanted to write a meta description for this article. Here’s a not-so-good example:

      Have you ever wondered what meta descriptions are? Wonder no more, because we’ll tell you everything you need to know.

      While it hits on the article’s primary topic, it doesn’t do a good job of previewing the page’s actual content. Now let’s give it another go, keeping in mind the fundamental elements we want to include:

      Meta descriptions are key to any site’s SEO. In this article, we’ll break down why and help you optimize your own descriptions. Read on to find out more!

      This is short and to the point, and we even had enough characters left over to include a simple Call to Action (CTA). It may not win any literary awards, but it will get the job done.

      How to Write Meta Descriptions That Get Clicks (5 Key Tips)

      At this point, you know the basics of what a meta description should include. However, if you want your descriptions to really hit home, here are five tips to help you optimize them further.

      1. Use Relevant Keywords

      If you’re reading this, you’re probably familiar with the concept of keywords. Ideally, you’ll use them organically throughout all of your content, and that includes metadata such as your descriptions.

      Let’s say, for example, that you’re writing a recipe and you want to optimize it for the search term “how to cook a healthy lasagna.” That’s an easy to term to work into a meta description:

      Learning how to cook a healthy lasagna is easier than you might imagine. Let’s go over a recipe you can cook in under two hours!

      Including keywords within your meta descriptions is a smart SEO practice. It gives search engines a better idea of what your content is all about. However, as always, make sure to work those meta keywords in organically. That means not stuffing your descriptions full of keywords; make your description still reads like something a human (not a bot) would write.

      2. Don’t Obsess Over the Character Count

      So far, most of the examples we’ve shown you have come in well under the maximum character count for the major search engines. You want to get some mileage out of your meta descriptions, but in practice, obsessing over the character count isn’t as serious as you might think.

      To build on our earlier example of a healthy lasagna recipe, you could easily expand on its description to cover more information:

      Learning how to cook a healthy lasagna is easier than you might imagine. For this recipe, we’re substituting meat with eggplants, which means it will cook faster and feed up to four people.

      That example goes over the character limit for both desktop and mobile meta descriptions in Google. In practice, it would get cut off and look something like this:

      Learning how to cook a healthy lasagna is easier than you might imagine. For this recipe, we’re substituting meat with eggplants, which means it will cook …

      That snippet still provides plenty of information, so you don’t necessarily need to change it. What matters is that you include the essential details early on, so whatever does get cut off is just supplementary information.

      3. Optimize for Rich Snippets

      Most search results look pretty dull — a sea of titles, meta descriptions, and URLs. However, in some cases, your results will look a bit more lively.

      Three examples of carbonara recipes with rich snippets.

      Those are examples of rich snippets. To create them, you add structured data markup to your pages, providing more information on what their content includes. Search engines can recognize that information and structure your results accordingly.

      This practice offers two key benefits:

      1. Your pages will look more engaging within the SERPs.
      2. You get to add a ton of extra information to your results, without needing to count characters.

      For a real example, let’s take a look at the results for “how to cook a healthy lasagna.”

      Two healthy lasagna recipes with rich snippets.

      Two of the top results are featured snippets. Without even clicking on them, you can see an image, cooking time, rating, and even the number of calories in the recipe.

      Keep in mind that not all types of content lend themselves well to rich snippets. However, they’re pretty easy to implement, once you know how to add the right structured data markup to your pages.

      4. Avoid Duplicates

      When it comes to meta descriptions, there are two kinds of potential duplicates. It’s good practice to avoid both of them:

      1. Mimicking other sites’ descriptions
      2. Having several of your pages use the same description

      Overall, duplicate content is almost always bad news when it comes to SEO. Moreover, it can hurt your click-through rate if you have several pages competing for the same search terms.

      For practical purposes, there’s no reason all of your pages shouldn’t have unique meta descriptions. If it takes you more than a couple of minutes to write one, then you’re probably overthinking it.

      5. Use Interesting Words

      Most meta descriptions are pretty boring, at least linguistically speaking. The need to cover so much information in such a limited space doesn’t lend itself well to innovation.

      One way to make your meta descriptions stand out is by using compelling language. To do that, take a look at what other websites are writing for the keywords you want to rank for. Let’s say, for example, that you’re looking for a cast iron pizza recipe.

      A lot of the content will be similar, which means their meta descriptions will share elements as well. However, not all descriptions are equally effective.

      Some examples of cast iron pizza recipes.

      Some of our favorite hits from the above example include the words ‘crispy,’ ‘buttery,’ and ‘chewy.’ There are five results here, but the first and last stand out due to their word choices.

      Think about it this way — if you’re staring at that page trying to decide which recipe to follow, you’ll probably pick the one that sounds more delicious. At that stage, you don’t know how good the recipe will be, so your only indicators are the title tag, picture, and word choice in the meta description.

      Search Result Focus

      When you boil it down, SEO is a competition. You’ll never be the only website within a niche, so you need to look for ways to make your pages stand out in the SERPs. Fortunately, an informative, unique meta description is a great way to catch potential visitors’ eyes.

      Are you looking for a hosting plan that can handle all the traffic your improved meta descriptions will send your way? Check out our shared hosting options!



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