In the last few years, digital marketing has taken over. Offline marketing is still prevalent, but online marketing is what drives sales and grows your business.
To stand out from the competition, you need a great marketing portfolio to back you up. A marketing portfolio is a collection of your best work that you can use to showcase your strengths and skills as a marketer. It may include anything from a blog post to an e-book, depending on your niche and the tools you prefer to use.
What makes up a marketing portfolio?
Depending on your preferred style, you may want to consider including the following in your portfolio:
- An infographic: an informative graphic that provides interesting data about your niche
- A video: a quick video that answers a question or provides useful information about your niche
- Case studies: a detailed description of how you marketed a specific product or service and the results you got
- An e-book: a concise summary of the main points of your blog or website
- A press release: a formal statement that summarizes a news story and distributes it to the media
- A webinar: a presentation delivered via online training where you walk your audience through a series of actions
- A slide deck: a presentation composed of simple to complex slides that you can navigate via a touchscreen and engage your audience via calls to action (CTAs)
- A social media presentation: a step-by-step guide to using social media to grow your business
- An advertorial: a piece featuring content and promotional material
- A podcast: a series of digital audio files that you can access and play on demand
- A meme: an animated or still image that serves as a symbol or indicator for a trending topic on social media
Each type of content piece described above can be used as a stand-alone piece of marketing material and also to supplement your other content when used in conjunction with a promotional offer. For example, an infographic could accompany a web feature article or a case study. A video could promote an online store or blog post about the benefits of using YouTube for marketing.
The purpose of a marketing portfolio is to demonstrate your expertise in digital marketing and how you can use digital marketing to achieve results. When considering an infographic, for example, you should remember that although they provide great information, they also require a significant amount of work to create. Therefore, you should only include them in your portfolio if you have the time and resources to showcase this work. Consider what you have available and think of what else you could include in your portfolio to make it stand out.