There are lots of expensive products out there... but I shopped around the roofing and insulation supplies. The factory wasn't nearly as sophisticated as what's available now down at the home store and I'm a bit of a rambler mentality guy.
The felt carpet padding is standard felt carpet padding. (The foam padding just degrades too easily from light and heat, so avoid that.) Seams were filled with hot tar so they didn't rattle. Sometimes the felt padding had tar paper glued to it for some dampening. Before felt they used jute.
I've been happy so far at how the stuff holds up.
My procedure on the inside is to pull out everything in the area I'm working on, clean the metal and wire brush if necessary, then hit it with some rust converter primer in any bad spots. Small holes in otherwise good metal can get body plugs or sealer, but you want to eventually seal the area. Don't use silicone or RTV. You can paint over the kind of sealers you should use. It seems factory paint was thin and uneven if it existed inside.
Some people have just put a bedliner down instead of carpet, but it can't hurt under a carpet either. I've done that. It has mass and can be used to fill small gaps. It helps eliminate the 'tinny' noises. There's some good self adhesive roof flashing as well, again something to dampen noise. It's generally not as thick as the professional sound matting, but most brands are just the same asphalt-based stuff, the rest is adhesive on proprietary rubber sheet mixes.
I put some rubber mat inside doors after priming and painting. The factory tar had dried and come off, and the rubber really made the door sound solid when it was closed. The foil bubble wrap is great in the roof, it helps keep the car cool on sunny days. I also put some self-adhesive neoprene rubber on the inside of plastic panels and where panels rub metal to stop squeaks. It beats the old open-cell foam the factory used.
You have to be careful you don't make stuff to thick. . :-)
I'm sure the stereo guys and high-end restorers scoff at me, but the stuff works and holds up as well or better than the factory stuff for a fraction of the price of the high end stuff. The key for all of it is to clean, prime, clean, use a good 3M adhesive when you need one, and clean. Don't forget to clean.