I passed my Hubspot exam on the first try, which is rewarding; the next step is to promote it everywhere (this web site, LinkedIn, etc.). Most importantly, I’m going to use the knowledge I gained during the course to develop what I’m calling “Media Kits.”
This is the kind of thing that Hubspot encourages, and that marketing/design studios work on all the time — a package of online and off-line material that publicizes, promotes, and in some cases operates as damage control for a company. It’s an easy thing to set to the side in the chaos and busy day-to-day activity of running a business, or a non-profit organization. But at the same time it’s something that’s so essential that everyone needs it. You can’t get anyone to pay you if they don’t know you’re there, after all.
What is in a Media Kit? I’m still developing that, though I think back to when I was writing music reviews, and we would receive the following. Keep in mind this was the early days of the internet. There was email and bulletin board systems, but no YouTube or Facebook, not even Myspace. To promote yourself in those days you had to send pieces of paper by mail!
A press kit would include:
- Pictures of the musicians, in a black and white format.
- A one-page summary of what they were promoting (usually the latest album, or an upcoming show in town).
- A CD copy of the album, and once in a while, even a cassette. It would have something like “For Promo Use Only” on it, but otherwise it was just like a CD you’d get at the store. I guess I was pretty limited in my music knowledge; in probably 10 years, I only saw one CD from a group I recognized: Van Halen, Best Of Volume I. I don’t know why it came to the newspaper where I was working; it’s not like a review by me was going to affect sales one way or another. But I did have the album, until I sold it in favor of the later 2-disc Van Halen greatest hits, which I haven’t listened to in a while, or thought about, really.
- There might be a sticker or something too, but most kits were pretty simple. Nobody had money for publicity back then, either.
I’ve since worked on publicity materials for a few organizations, but these days it’s mostly about a nice website and social media presence… which brings me back to this Media Kit idea. Establish a schedule for promoting content — informative, uplifting, not-directly-selling-based content — and make sure there’s enough material available if something goes awry. What does the schedule look like? What does the content look like? We’ll get into that next.