Students in Southern New Hampshire University’s online liberal arts programs were invited to participate in the W.R.I.T.E. Challenge, an 8-week experiential learning program, working in groups to research and write a resource article related to writing. Beyond the challenge itself, the groups competed to be published in The Penmen Review. This is the winning article.
By: Johnny Venzon, Ruben Clemente and Mary Reynolds
Would you hire a photographer for a cookbook if they have only ever taken nature photos? What if a store wanted to sell shoes, but never sold shoes before?
People often market their work without considering who is going to see it. From job hunting to client searching or even pursuing a higher level of education, having a marketable portfolio is essential to the success of every writer. Planning is just the beginning, and writers need to know the best options to build an effective portfolio.
We have laid out the most important steps to plan effectively and build your portfolio so you can present your work and land clients.
Determining Your Audience
Finding a target audience is difficult—even for experienced writers. In an attempt to be as marketable as possible, some writers try to attract anybody and everybody. “It’s audience segmentation and focus,” said Douglas Weissman, an instructor of creative writing at Southern New Hampshire University (SNHU), travel writer and published novelist. “If you have someone who isn’t interested in travel, they won’t resonate with the travel content.”
While the urge to get as many people as possible tempts many marketing beginners, focusing on a specific kind of person or skill can hone the way a portfolio appears to others. “Hiring managers are looking for specialists, and you’ll dilute your credibility as an expert if you advertise that you service multiple niches,” said Tim Stoddart, CEO of Copyblogger, a content marketing blog.
Stoddart suggests that you optimize your writing portfolio to clearly answer the following questions:
- Does this person offer the services I’m looking for?
- Does this person have the writing skills I’m looking for?
- Has this person done similar jobs in the past in similar industries/niches?
- Is this person reliable (e.g., adheres to deadlines, consistently delivers results, etc.)?
- Bonus: Does this person understand the larger business goal we’re trying to accomplish?
Sandra Dawes-Chatha, staff writer at Make Use Of, an online technology publication, offers advice to writers who are stuck on choosing a writing niche. “If you’re struggling with selecting the type of writing you want to focus on, it may be a good idea to review your previous work and see which ones had the most impact, response and reach,” she said.
Curating Your Work
According to Upwork, the characteristics of a strong writing portfolio includes diversity of writing, maintaining professional content and being mindful of tone. Even when presenting a wide variety of work, it is essential to be concise.
“A mistake that many freelance writers make is publishing too many writing samples from multiple industries,” Stoddart said. Posting pieces from multiple industries dilutes your expertise. Adding too many pieces overwhelms potential clients, so select only your best to include. Usually three or four writing samples are sufficient.
Blurb, a self-publishing and marketing platform, recommends the following top three ways to organize your portfolio: chronologically, by topic and by medium. Showcasing work from earlier to most recent shows your evolution as a writer, whereas if you specialize in a specific type of writing, sorting by topic would best exhibit your skills. Organizing your work by medium, such as blogs, poetry and short stories, is another effective way to present your writing.
Dawes-Chatha recommends categorizing the samples by niche or type to make it easier for potential clients to review the work. Pay close attention to making your contact information accessible within your portfolio. Add a short bio to introduce yourself to potential clients and put a face to your work with a professional photo of yourself. Consider adding personal information, such as where you are from originally, where you are living, writing credentials, any notable publications, accolades and the subjects and themes you cover.
Upwork also suggests seeking out guest post opportunities or writing for nonprofit organizations as ways to gain experience and exposure. Curate your work to highlight the best aspects of your experience and to suit the needs of your potential clients.
Selecting Your Portfolio-Building Platform
In an industry that is constantly evolving, there is a program or platform to suit any portfolio preference. Some people may be tech-savvy enough to build their own website from the ground up. Others may need the assistance of templates or even hire the task out to professionals.
The process of selecting a platform can be intimidating but CopyBlogger suggests keeping it simple. Most platforms have easy-to-use, pre-made templates and visual editors to help even the most technologically challenged.
A few examples of such platforms are:
| Web Hosting | Website Builders | Template Building |
“No matter what you choose, make sure it looks professional and hhttps://wordpress.com/?aff=19303&cid=2038714as the systems/applications you need rather than want,” Weissman said. “You don’t need flashy if that results in slower loading time and terrible user experience when you are only sharing writing samples.”
Insider Advice
While most of a writer’s success today depends upon their digital footprint, having both digital and hardcopy portfolios may be necessary. According to Blurb, most initial applications require digital samples of your work, but print versions can help when trying to stand out from all other applicants, especially for in-person meetings. In an industry that relies heavily on digital, it can be beneficial to maintain a physical portfolio. However, the production cost can be excessive, and most writers will likely not need this. “This is one of those moments when you get what you pay for,” Weissman said.
An “About Me” page is an integral piece of your portfolio, according to Stoddart. Showcase your experience by adding your resume and include your contact information. The team at Upwork suggests selecting a simple domain name, such as using your name and adding “.com” or “yournamewrites.com.”
Writers can choose from a variety of resources to build an effective portfolio that displays their work and helps establish a successful professional career.
Taking the Next Step
A portfolio that not only represents your craft but helps you attract future opportunities is vital as a writer. The key steps identified in this article can be utilized by writers in various stages of their profession to help propel their careers and work forward in whatever manner they need.
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