Thread by @CJ_250marketing

Here are 9 things you should include in your marketing portfolio... 🧵

1) An Effective Tagline

Make your tagline clear and catchy. Keep in mind that this is something that people will only glance at.

2) One Title

You probably aren’t an expert/ninja/guru in every area of your field. Just like a movie, you should only have one title and your title will be the theme of your portfolio. It sets an expectation for the viewer so they have an idea of what they’re about to read.

3) A Professional Headshot

This is mandatory. When you don’t have a picture of yourself on your website readers will wonder why. If they can’t see you they could get the impression that you’re hiding (which is the opposite of what you’re trying to do).

4) A Strong Elevator Pitch

Write out who you are and what you do in two paragraphs (max). Start with introducing yourself, talk about projects you’ve worked on, and then highlight what you’ve learned or what you value in your work.

5) What You Offer

When a recruiter or potential clients visits your online portfolio, there should be no confusion over what it is you offer.

This is also your opportunity to highlight what kind of projects you enjoy.

6) Tools You’ve Worked With

You never know what technology stacks companies are using. Keep a list of platforms and programs you’ve worked with on hand. They provide hiring managers with a quick way to see what you’ve been up to.

7) Testimonials

There’s no excuse not to have these, even if you’re just starting out. Make a list of clients (old and new), colleagues, teachers, and employers that could help you out with this.

Try to find at least 2-3 to include.

8) What Value Do You Bring

Write out a few bullet points that clearly define how you’re going to help make someone’s life easier. Lean away from jargony language and make it as direct as possible.

9) Clear Way(s) To Contact You

The whole point of your portfolio is to help you connect with potential employers; make it easy for them to do that. This can be a simple form or an emailto link.

When you put it all together, it should start to tell a story about your career, interests, and ambitions.

Use compelling language that makes it clear (to anyone) how your skills will help a client or company fix a problem.

Keep in mind this is the first time someone is learning about you!

Bonus points if you use professional photos that are unique.

The goal of your marketing portfolio should be to keep the user’s focus. Adding too much is distracting. Less is more.

You could be highly skilled in your field, but if you can’t demonstrate what you’re capable of then nobody will understand how good you are. You need to take initiative to build a powerful portfolio that speaks to how you are different and what kind of value you bring.

It’s easy to find a portfolio template and start filling in the blanks without giving it much thought. When you do that, a few key elements are often overlooked. Here’s what most people flat out forget:

1. People hire to fix a problem.

Make sure you clearly understand what that is and speak to it. For example, no one hires a content writer just to have blogs populated on their website. They hire writers to attract targeted traffic and generate more business.

2. You control what the user sees.

Instead of dumping all of your samples of work onto a website, handpick your best pieces. That blog post you wrote in 2014 probably shouldn’t make the cut.

3. Communication is essential for any role.

It doesn’t matter what your field is, having strong communication applies to everyone. Your portfolio should reflect this.

The main takeaway here is that your portfolio isn’t just a recap of what you’ve done.

When evaluating an online portfolio, employers need to see that your skills are the solution to their problem. Make sure that’s communicated throughout the content and show your best work.

Pro Tip 1: Don’t make people Google you. Add links where they can find you online.

What you choose to add will depend on your field, but this might include your Linkedin profile, guest blog posts, & pieces of work on GitHub or Bitbucket.

Pro Tip 2: Don’t set it and forget it. Keep it fresh.

Set a reminder in your calendar to update your portfolio regularly. It’s easy to forget different projects over the years. Take time to update your testimonials and make sure that your portfolio is reflective of your growth.

Pro Tip 3: Don’t copy people. Do get inspired.

It is challenging to showcase your work in a way that’s effective. If you stumble across a portfolio that’s conveyed a message really well, you might want to mimic something similar down the line. Keep a bookmark folder for later.