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How to create a powerful digital marketing portfolio

A great CV and cover letter can impress potential employers. But if you really want to stand out, a strong digital marketing portfolio will add weight to your application.

Visual aids make presentations 43% more persuasive. So make your job applications more convincing with an eye-catching online marketing portfolio.

Reasons to create a portfolio for digital marketing

Portfolios are usually associated with design roles. But even those in non-visual roles can use them to show off. Whether your specialty is social media, content or analytics, a great digital marketing portfolio will:

  • Show you can do what you say on your CV
  • Highlight your best work
  • Save time presenting work in interviews

Before handing over account passwords and putting you in control of their reputation, employers need to have confidence in you. An online marketing portfolio instills trust and offers proof that you can deliver.

What to include in a digital marketing portfolio?

Each portfolio is different, but they should all tell a story. Providing context around what you did on a project distinguishes portfolios from CVs.

Present your work in an original way, using lots of visuals and concise text. If you’re not design-orientated, a tool like Canva can help.

Here’s some suggestions about what to include:

1. A brief bio

Start off simple with a short paragraph introducing your marketing discipline and industry.

2. Past projects

This is the core of any online marketing portfolio and will require some careful thought. You only want to present your best work. You should choose a selection of projects, which showcase a range of skills and experience. Don’t be afraid to feature one-off jobs, passion projects or assignments from digital marketing courses. For each project, include:

The company’s name: If you don’t have permission or signed a NDA, describe the company in generic terms, for example “a large B2B company”.

What you did and why: Describe how you tailored your work to the company and its goals. Highlight your thoughts, approach and any marketing tools used.

Examples: Add screenshots, links or mock-ups of assets like emails, social posts, blog posts and SERPs - whatever is most relevant.

Results: Did your work lead to increased traffic or conversions?

Data: Add figures and graphs to demonstrate your successes. Unless you have permission, don’t use private analytics from Google. Growth percentages, rather than specific figures, say a lot without giving away sensitive information.

3. References

Include employer references, client testimonials or screenshots of LinkedIn recommendations.

4. A CTA

A portfolio markets your personal brand, so show potential employers you know what you’re doing by including a clear, compelling call-to-action at the end.

5. Contact

In case your portfolio and CV become separated, always include your contact details.

What format should you use?

A portfolio for digital marketing should be organised and easily accessible. Consider using a one-page website or a PDF.

Website builders are user-friendly and will demonstrate your modern marketing skills. But using Google Docs or Microsoft Word makes it easy to tweak your digital marketing portfolio to suit the role you’re applying for. Though, you should always save your file as a PDF when sending it to recruiters.