Mobile marketing. Online marketing. Content marketing. Article marketing. Email marketing. Inbound marketing. Marketing, marketing, marketing. The whole point is to get the word out there about your business, products and services. It’s hard work to put all that information out there, but that work means nothing if it isn’t easy for reporters, bloggers, and media planners to get that information. Make it easier with an online media kit.
But, I Already Have a Print Media Kit! Do I Really Need an Online One?
That’s certainly a good start, as many of the components in a print media kit are also components to an online media kit. As you can see from MSN’s Business on Main’s short how-to guide to online media kits, these shared components include a company history, team credentials, and recent press releases. However, what makes an online media kit better than a print one these days isn’t necessarily the information inside, but that online offers many more benefits than a print media kit every could.
First, it’s presumed that what’s online is much more current than what’s in print. You can take this one step further with your online media kit by actually updating it regularly (such as adding a new press release, or updating your product/service line up.) Michael Aaron, in a blog post from over 10 year ago, admitted way back then that he ignores those print media kits and goes straight to the online ones for a few reasons:
- They’re usually up to date.
- They can be interactive — with live demos, examples, and searches.
- The contact information is usually a click away.
- They make it easy to get information in a hurry.
And this was in the year 2000, before small businesses were realizing the importance of having an online presence, before social media was huge, before blogging was more than teenagers whining about their sorry lives. If online media kits had this much power back then, then imagine the power an online media kit could have for your business in the year 2011.
Second, having an online media kit allows bloggers and reporters to pick and to choose what kind of information they need. If a blogger only needs a logo, then the blogger can access the logo and that’s it. If a reporter would like contact information and a recent press release to include in an upcoming issue, the the reporter can pull those things easily. That’s a lot easier to sort through than getting an entire package in the mail, and only needing one or two things.
Speaking of mail, it’s certainly much cheaper to have an online media kit than to have a print one. With a print media kit, you have to pay for all the printing costs. Then, you might pay for a list of media contacts (which is probably outdated). Next, you spend money on the postage. Finally, you probably had to pay someone to spend all that time to do that, only to have your media kit thrown away most of the time. With an online media kit, only those who want it can access it, so your efforts will never be in vain.
But, Isn’t a Website and a Blog and an Email Newsletter Enough?
No, because those things aren’t usually targeted towards the media. They’re usually targeted toward current and potential customers. Customers may not necessarily care about your new CFO, or the fact that you’re going to Las Vegas for a big trade show. But, the media might if they cover your industry, or if they cover startups or small businesses. Really, online media kits are for them. The point of online media kits, and all that marketing, is for even more press and awareness. Putting it online makes it easier for everyone to access and to consume.