How to Create an Effective Podcast Media Kit [+ 8 Must-Haves]

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Having a compelling media kit is essential for attracting potential sponsors and guests to your podcast. 

The best part is that, if you approach the process correctly, you’ll only have to create your media kit once. As time goes by, you’ll just have to update it, which is far easier. 

However, creating an effective media kit can be a bit overwhelming. But don’t worry, we’ve got you covered.

Today, we'll share:

  • What’s a media kit & why it matters 
  • 8 key sections every successful media kit has

Ready? Let’s get rolling!

What’s a Media Kit & Why It Matters for Podcasting

Generally, a media kit is a deck/presentation that provides a comprehensive introduction to your show. Media kits are mostly designed to attract potential sponsorships and guests. Plus, they can also serve as press documents. Through your media kit, you can provide journalists with accurate information about your podcast. 

Overall, an attractive media kit can:

  • Help with your podcast’s monetization - A great media kit is key for building relationships with potential sponsors (particularly high-profile ones).
  • Increase your podcast's brand awareness – Having a well-designed media kit can help you solidify your podcast’s brand. Especially among potential guests and partners.
  • Share your show’s story – With a well-written and structured media kit, you can show potential partners that you're trustworthy, passionate about your podcast, and ready to collaborate.
  • Streamline your marketing processes – Your media kit can help your internal team and potential partners to stay aligned around your podcast’s value, story, and mission.

All in all, your media kit is the perfect opportunity to emphasize the value of your show. Its main goal is to attract potential collaborators, but it can be useful for other areas of your podcasting business as well. 

Now you know what a media kit is and why you need one. So let's get you started with the 8 essential things your media kit should include.

How to Make a Media Kit for the First Time [+8 Must-Haves]

In today's digital world, users expect quick and accurate content when they ask for it. Nothing more, nothing less, just exactly what they want to know. In fact, using simple and short sentences is considered essential when writing for the web. 

Creating an effective podcast media kit follows the same principle. In short, you must choose a format that’s intuitive, legible and easy-to-follow.

Your media kit should include:

  1. A brief introduction to your podcast’s mission & story
  2. A short bio of the host 
  3. Your podcast’s audience KPIs (including listenership and social media engagement)
  4. An overview of your audience: Who are your listeners? What’s their average age? What do they do for a living? What moves them?
  5. Social media links
  6. Positive reviews and testimonials
  7. A list of past guests 
  8. An overview of your promotion strategies and what types of ads you can offer to potential partners

An Introduction to your Podcast’s Mission & Story 

Explain how you started your podcast, and what’s its mission. Remember that your show’s mission should be:

  • Directly linked to the tone and content of your show
  • Focused on your listeners
  • Enduring

Your mission is something your audience should want to connect with. So, let’s suppose you run a podcast for your outdoor clothing brand. 

Your show’s mission shouldn’t be:

  • “To increase sales and profits for the company”, that’s its commercial purpose.
  • “To reach 5000 followers on social media”, that’s a goal, not a mission.

Instead, a good mission for that type of podcast could be “to inspire everyday adventurers to reconnect with nature.

Your mission isn’t just there to inspire your listeners. By including it in your media kit, you’re letting potential partners know if your messaging is compatible with theirs.

Host Bio 

Give readers a sense of who you are and why they should listen to you. If possible, include a picture of you in the studio.

Make sure to present your story in a way that aligns with your podcast’s mission. Let’s go back to our previous example and say you’re the host of a podcast for an outdoor clothing company.

If you went out on camping trips with their family from a very young age, make sure to include that in your bio. Give it more importance and tie it to your current role. Feel free to mention other info, such as your current job position, or other passions. But put emphasis on any information that’s on-theme with your podcast.

Audience KPIs 

Your podcast's statistics are evidence of what you've achieved. And when combined with effective storytelling, they’re a powerful tool to show what your marketing strategy can achieve for potential collaborators. 

Make sure you include:

  • Your podcast website’s monthly organic traffic
  • How your listenership grew over time
  • Social media KPIs (such as followers, impressions & average engagement rate)
  • Ratings on podcasting platforms
  • Average listening time

However, if your podcast has a small audience, don't worry. Your goal here is to show readers that your listenership s growing.

Pro tip: Make sure to update your media kit KPIs every 30 days (or so). That way, you’ll always reflect the most recent numbers.

Who’s Your Audience 

Letting potential collaborators know your target audience’s profile can help them choose whether you’re a good fit for their goals. Hence, the more precise your information about your audience is, the better. 

Here’s some key details you can include:

  • Gender
  • Age
  • Nationality and/or residence country
  • Education level
  • Household income
  • Interests and hobbies
  • Consumer habits and preferences
  • Profession and working status

Prioritize the information that will matter most to your potential partners. 

If you don’t have all this data yet, don’t worry. You can get some of this key data (such as gender and age) from your social media analytics.

Your Social Media Profiles 

Include links to your social media profiles. Especially if social media is a big part of your podcast marketing strategy. You don’t have to dedicate a section to those links, just make sure you include them on your presentation’s cover and back cover. 

Positive Reviews & Testimonials 

There are two types of reviews you may want to include:

  • Recent reviews from your listeners 
  • Testimonials from past sponsors & guests

You’ll want potential partners to know that your audience loves your show, and that you gave previous collaborators the great results they were looking for.

Past Guests 

A list of past guests can improve your potential partners’ perception of your show. They may not know you, but they may know your previous collaborators. This is especially key if your guests have a large and highly-engaged platform.

Promotion Strategies & Ad Options

If you want your proposal to be taken seriously, offer detailed content options to your potential collaborators. 

Some alternatives you can propose are:

  • An appearance on your show as a guest, covering certain topics for a particular amount of time
  • An ad, which this can be either with a pre-recorded audio or directly from the host (remember to specify your options)
  • A sponsored post on social media
  • A product giveaway

Consider including:

  • Past results 
  • Compensation and pricing options

Pro tip: Remember that you can also use your media kit for press outreach. So, make this a section you can remove from your presentation, if needed. 

The Secret to an Effective Podcast Media Kit 

Last but not least, organize all the information you gathered into a consistent structure. And don’t forget to align it to your podcast's visual identity. 

We recommend you:

  • Keep your design simple and convenient to update. Browser-based design tools (such as Pitch or Canva) come with templates that can be easily customized.
  • Provide readers with a highly portable and common format, such as PDF. 
  • Keep all sections updated; especially if you’ve had new guests or gained more listeners and followers.
  • Personalize the body of your email when sending the media kit to potential partners. Introduce yourself and include why you think your show may be a good fit.

Enhance Your Podcast Media Kit With Eye-Catching Episode Clips

Now you know how to create a media kit that will spark the interest of potential guests & sponsors. 

But chances are that your target partners review dozens of potential collaborators every month. So, how can you stand out? Including episode highlights in your social media can make a great difference. And audiograms are a great tool for that.

An audiogram gives people a taste of your show in just a few seconds, and leaves them wanting more. And with Audiotease, you can create professional audiograms straight from your browser. Creating audiograms with Audiotease requires no editing skills, and you can easily customize them to match your show's aesthetics.

Curious? Create your first audiogram with Audiotease today, for free!