How 4 Marketing Pros Designed Their Digital Portfolios

For content marketing consultants and freelance designers, a digital portfolio is more than just a collection of work—it’s a vital tool for attracting clients and showcasing expertise. At a recent EM Lunch & Learn, four professionals in the EM Community shared their portfolios and how they approached the design.

The Journalist-Turned-Content Marketer: Julissa Treviño

Julissa is a first-gen Mexican-American content and product marketer with a focus on storytelling and strategy with experience at companies like Adobe and Dropbox. She recently redesigned her portfolio from a simple resume-style format to a holistic representation of her services and personality by:

• Emphasizing storytelling across her work in journalism, brand stories, and marketing
• Incorporating testimonials for social proof
• Adding more interesting visual elements like colors and shapes

Squarespace provided an easy starting point. Julissa modified templates to create an attractive website that reflected her personal brand. She also got feedback from friends and other professionals to check that her messaging was clear.

The Freelance Writer: Katie Gustafson

Katie uses Contently’s free portfolio platform and finds its quick-import features efficient. For ghostwritten content, Gustafson stresses the importance of getting permission before including it in a portfolio.

The Visual Storyteller: Bradley Marks

Bradley is a graphic, motion, and multimedia designer with a background in graphic design, advertising, brand development, and network television. He crafted his portfolio using Elementor on WordPress, creating a visually engaging experience that immediately communicates his versatility. His approach features:

• An animated octopus as a visual hook representing his diverse skill set
• Prominent placement of sizzle reels
• Strategic presentation of information to encourage exploration

Bradley highlights the importance of showing enough current work to get a sense of your overall style. Based on the portfolio, a hiring manager will hopefully seek a conversation to get to know you better as a person and a designer.

The Web Developer-Designer: Lindsey Obermeier

Lindsey is a formally trained graphic designer and a self-taught web developer who has helped entrepreneurs, artists, musicians, and small businesses find their visual voice. She takes a minimalist approach to her self-hosted WordPress portfolio. Her strategy emphasizes:

• Clean, simple organization divided between design and coding work
• Personal touches through childhood photos to humanize her brand
• Recommendation of Breakdance, a user-friendly WordPress site builder

Lindsey noted that a portfolio should selectively showcase your best work and pieces that are representative of the kind of work you enjoy.

The Hiring Perspective: How Portfolios Are Evaluated

We asked an EM Marketing recruiter and The Break’s Creative Director what they look for so content marketers and designers can optimize how they present their portfolios.

The Creative Director’s View

• Conceptual Pop: A hook, strong visual, or conceptual element that conveys personality quickly can make a portfolio stand out
• Show, Don’t Tell: Prioritize showing actual work samples over lengthy descriptions
• Keep It Fresh: Regular updates are crucial, even though finding time can be challenging
• Strategic Simplicity: Avoid overwhelming viewers with too much content

The Talent Recruiter’s View

• Lead with Impact: Create a strong first impression through clear value propositions that capture attention immediately
• Easy Navigation: Clear headings and intuitive organization are crucial
• Zero Tolerance for Errors: Recruiters often reject portfolios with even minor mistakes
• Targeted Content: Present work that directly relates to the role being sought

The best portfolios strike a balance between professional presentation and personal expression while remaining mindful of your target audience. No matter the platform, your portfolio’s success depends on how quickly and effectively it communicates your value to potential clients.