What should a Content Strategist include in their portfolio?

A strong portfolio includes strategy briefs, content samples, metrics, and case studies that demonstrate planning, execution, and results. It should reflect diverse content types and measurable impact.

How can a portfolio showcase content strategy skills?

Include examples with explanations of the strategic thinking behind them?like audience analysis, content goals, and performance outcomes. Show how content choices were driven by insights.

What formats work best for content strategy portfolios?

Digital portfolios using personal websites or platforms like Notion or Behance are ideal. They allow multimedia presentation and easy updates, plus integration with analytics and links.

Should a portfolio include failed experiments?

Yes, selectively. Including projects that didn’t meet KPIs but led to valuable lessons or pivots can demonstrate critical thinking, problem-solving, and a data-informed mindset.

How often should a Content Strategist update their portfolio?

Update quarterly or after completing major projects. A current portfolio ensures you're showcasing relevant skills, tools, and results aligned with industry trends and job expectations.

What makes content compelling in strategy?

Compelling content is relevant, emotionally engaging, and action-oriented. It balances storytelling with structure and integrates visuals, SEO, and calls-to-action to maximize impact.

How can journalists position themselves for content strategy roles?

Tailor your resume and portfolio to highlight strategic thinking, UX awareness, and measurable results. Emphasize cross-platform content experience and collaborative projects with marketing or design teams.

What makes a Content Strategist's portfolio successful?

A compelling Content Strategist portfolio is more than a list of published articles—it’s a curated showcase of strategic thinking, user-focused storytelling, and measurable outcomes. It should highlight your ability to plan, create, optimize, and manage content that aligns with both business goals and user needs. Whether applying for an in-house role or freelance gig, your portfolio should reflect your process, problem-solving ability, and impact as a strategist—not just as a writer.

Start with a Clear Introduction

Begin your portfolio with a personal introduction that outlines your background, content philosophy, and areas of expertise.

Include your professional mission or content mantra
Highlight industries or types of clients you’ve worked with
Briefly list your specialties: SEO content, UX writing, brand storytelling, etc.

Set the tone for what makes your strategic approach unique and valuable.

Feature Case Study-Style Projects

Rather than simply linking to articles or web pages, showcase a handful of projects in a case study format that outlines your full content process.

Challenge: What was the content goal or business problem?
Strategy: How did you research, plan, and map the content?
Execution: Describe the formats, channels, and collaborators involved
Results: Share data or qualitative impact (traffic, conversions, engagement)

This structure proves your strategic thinking and your ability to drive results.

Show Content Variety and Adaptability

Successful Content Strategists can work across formats and platforms. Use your portfolio to demonstrate your versatility.

Include blog posts, web copy, video scripts, email sequences, or social campaigns
Highlight how you tailored tone, format, and messaging to different audiences
Explain any A/B tests or iterations you performed to improve results

This diversity shows that you can adapt your strategy to fit both brand and user needs.

Incorporate Visuals and Content Architecture

Don’t just describe content—show how it lives. Include screenshots, content wireframes, editorial calendars, or journey maps to illustrate your work.

Use visuals to break up text and make your portfolio engaging
Show how you organize and structure content for clarity and flow
Add explanations for tools or templates you created

These visuals give depth to your strategic process and make your portfolio stand out.

Demonstrate Performance and Results

Clients and employers want to see that your content gets results. Showcase success through performance metrics wherever possible.

SEO growth (rankings, traffic)
Engagement improvements (time on page, bounce rate)
Conversion uplift (signups, downloads, purchases)

Include screenshots of analytics dashboards or charts for added credibility.

Keep It Organized and On-Brand

Your portfolio should be a user-friendly, polished experience—just like the content you produce. Whether it's a PDF or a personal website, make it easy to navigate and reflective of your style.

Use clear navigation and visual hierarchy
Include short summaries or blurbs to guide readers
Align the design and tone with your professional brand

Presentation matters—your portfolio should be a live demonstration of your strategic capabilities.

Frequently Asked Questions

What should a Content Strategist include in their portfolio?: A strong portfolio includes strategy briefs, content samples, metrics, and case studies that demonstrate planning, execution, and results. It should reflect diverse content types and measurable impact.
How can a portfolio showcase content strategy skills?: Include examples with explanations of the strategic thinking behind them?like audience analysis, content goals, and performance outcomes. Show how content choices were driven by insights.
What formats work best for content strategy portfolios?: Digital portfolios using personal websites or platforms like Notion or Behance are ideal. They allow multimedia presentation and easy updates, plus integration with analytics and links.
What makes content compelling in strategy?: Compelling content is relevant, emotionally engaging, and action-oriented. It balances storytelling with structure and integrates visuals, SEO, and calls-to-action to maximize impact. Learn more on our Writing Effective Content as a Strategist page.
How can journalists position themselves for content strategy roles?: Tailor your resume and portfolio to highlight strategic thinking, UX awareness, and measurable results. Emphasize cross-platform content experience and collaborative projects with marketing or design teams. Learn more on our How to Switch to Content Strategy from Journalism page.