Podcast Media Kit: What to Include

"Podcast media kit" describes two different documents, and searching for it returns both mixed together. A guest media kit helps a host decide to book you and prepare the episode. A show media kit helps an advertiser decide to buy airtime on a podcast. They share almost no content, and building the wrong one is a common way to waste a weekend.

This covers both, starting with the guest version, since that is what founders usually mean.

The guest media kit

For guesting, a media kit and a one-sheet are the same object under two names. One page, hosted at a URL, readable on a phone.

Five things belong on it.

A short third-person bio, 60 to 100 words. Written so a host can read it aloud as an introduction without editing. Third person because that is how it will be used.

Two or three episode angles with sample questions. The section that does the most work. Each angle stated as a claim rather than a topic, with three or four questions underneath that a host could actually ask.

A headshot at usable resolution. Recent, well lit, and a file the show can drop into an episode graphic without emailing you for a better one.

Two or three past appearances. Links to episodes, talks or panels, so the host can hear how you sound. If you have none, link written work and say so plainly.

Contact and logistics. Email, timezone, and your recording setup. That last line removes an email exchange from every booking.

Building the page itself goes through the structure in more detail, including format and how often to refresh it.

What founders put in a guest kit that does not belong

Company boilerplate. A product description turns the page into a sales asset, and the host reads everything above it differently once they notice. Your company belongs in the bio as one clause of context.

Reach and follower numbers. These invite a check you will usually lose, and they are irrelevant to the booking decision anyway. A host is assessing whether you can hold a conversation, not whether you will promote the episode.

Press logos. A wall of publication logos signals PR agency output. If a specific piece is relevant to an angle, link that piece.

Ten topics. Two or three sharp angles read as expertise. Ten reads as someone hoping one lands.

Your full career history. A host needs the experience that supports the proposed episode. The rest is a CV, and nobody asked for one.

The show media kit

If you run a podcast and want sponsors, the document is entirely different. Advertisers are buying attention and need numbers.

The commercial row is the real difference. A show kit has to state what an advertiser gets and what it costs. A guest kit has no commercial content at all, because a booking is an editorial decision rather than a purchase.

If you are building a show kit, be careful with download figures. State the measurement window and the source platform, because sophisticated advertisers will ask, and a number without a definition reads as inflated whether or not it is.

When a longer guest kit is justified

One page covers nearly every guesting situation. Three cases justify more.

A book launch, where reviewers need cover art, publication dates, review copy availability, publisher publicity contacts and an excerpt. That is a genuine press kit and it needs the space.

A research release, where the underlying data, methodology and charts need to travel with the story so a host can reference them accurately.

A company announcement that a broadcast or trade outlet is covering, where the newsroom expects boilerplate, image assets and a named press contact.

None of these apply to a founder wanting to appear on podcasts to discuss what they have learned. In that situation the extra pages cost you clarity and buy nothing.

Where the effort actually pays

Building assets feels productive and it is often avoidance. A polished kit does not create interest. It removes friction from interest that already exists.

The order that works is angle first, target list second, pitches sent third, kit built somewhere alongside. Reverse that order and you can spend two weeks on a beautiful page that nobody has been given a reason to open.

An hour is the right budget for a first version. Refresh it when your role changes or your recent appearances go stale, and otherwise leave it alone.

A quick self-check

Open your current kit and answer three questions.

Can a host find your strongest episode angle within ten seconds of the page loading? Can they get a usable headshot without emailing you? Is everything on the page still true?

Anything failing those three is either fixable in fifteen minutes or should come off the page. Most kits that underperform are carrying material that answers a question no host asked.

Where to take this next

If you do not have a guest kit yet, the one-sheet builder will get you a working page in about an hour, which is the correct amount of time.

Then put the rest of the week into shows. If the target research and pitching is the part that will not fit, Convokast runs positioning, target lists, pitching and follow-up for $499 a month, with a minimum of one guaranteed interview each month and your approval on every show before it is pitched.