What to Include in a Marketing Portfolio

  Reviewed by: Michelle Seidel, B.Sc., LL.B., MBA
  Written by: Liz Gold      Updated November 02, 2018

If someone were to look at your marketing portfolio, what would they see? In today's competitive job market, it is crucial to have a strong and compelling marketing portfolio. Whether you're seeking a full-time position or you're a freelancer bidding for a gig, your work portfolio should contain samples of your best creative work to enhance your chances of being hired.

Tips

  • A marketing portfolio needs to be a reflection of you. It's a sampling of your very best work, clearly designed and presented with an easy way for someone to make contact.

Choose Digital

Online portfolio examples are ideal. Print versions can seem dated and are challenging to keep current. Plenty of platforms are available to showcase your skills, whether they be copywriting, journalism, photography, graphic design or other forms of creative services.

Select Your Strongest Samples

It may go without saying, but you want to illustrate your strongest work and your best client relationships. Anywhere between seven to 10 samples should suffice to give the employer or prospective client a good idea of your skills. Online portfolio examples should also represent your core competencies, industry experience and technical ability and range. They should be current pieces – nothing older than 5 years old, and make sure your work portfolio can be customizable to your specific audience.

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Keep It Organized

In your marketing portfolio, create clear categories when organizing your work, so the person viewing your samples has a clear idea of who you are. Consider organizing your work portfolio by industry, media specialty or chronological order. Ensure that it makes sense and that your readers can find what they are looking for easily. You want potential employers and clients to be able to look through your online portfolio and get a clear picture of your brand and what you do well. The key is to be consistent and clear in your messaging.

Make It Easy to Contact You

The purpose of a marketing portfolio is to showcase your best work and to inspire people to call you for more projects. It's essential that people have an easy and straightforward way to contact you, so don't stop at simply providing the basics like a phone number and email address. Add a subscription sign-up, links to follow you on social media, and contact and lead capture forms. Be proactive and make it as easy as possible to enhance your chances of gaining business.

Be Authentic

If there is one thing to remember when you're putting together an online marketing portfolio, it's to be authentic. You need a descriptive internet presence to tell your story. Be personal. Talk about how you got into your area of work and what drives you. Make the information relatable and personable. Remember to let your personality shine through and help people to get to know you. That is the best way to attract your ideal work projects and clients.

About the Author

Liz Gold has been published in a variety of capacities writing about everything from Kennebunkport and southern Maine municipal government, art and cultural events, to cloud technology and business transformation. Her experience extends to both corporate and freelance; she's a former Senior Editor at the B2B publication Accounting Today, writing about public accounting firms with a specialization in diversity, technology, best practices, and business development. During her tenure, she was also co-founder and editor of AccountingTomorrow, a blog focused on intergenerational workplace issues that is still thriving today. Most recently, Liz has been writing about accountants working in the cannabis industry on CPA Trendlines and reporting on cannabis trends for Southern Oregon Good Herb magazine in Oregon.

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