As we know from watching television adverts, documentaries, and even scrolling on social media, videos can be powerful and moving. In the world of digital marketing, video is an incredibly important medium for brands hoping to persuade consumers that their product or service is the one for them.

However, you may not know that video also makes an excellent tool for copywriters to add to their arsenal, especially when it comes to building a portfolio. If you’re unsure of exactly why or how this works, read on to discover some of the key ways that adding a touch of personality through video could benefit you.

What is a Copywriting Portfolio?

Before we jump in with the importance of using visuals, you may be wondering exactly what a copywriting portfolio is.

Portfolios are an effective way for copywriters to demonstrate their best work, all in one place. Like a CV, their main goal is to show potential clients exactly what you do and how you do it, including the benefits that you can offer for their marketing strategy. 

The main component of a strong copywriting portfolio is a collection of samples that highlight your areas of interest or expertise and the type of content you produce. It should also include information about your professional background, a headshot, contact information, and previous client testimonials if relevant.

How Does Video Improve Your Portfolio? 4 Best Benefits

If you’re new to the industry or are already pursuing the role but don’t yet have a portfolio, don’t panic. Creating a portfolio that gets you noticed is simple and should be focused around writing samples, but incorporating video too can be a great way of standing out from the crowd.

Here are the main advantages when it comes to making the most of a visual medium:

#1 Improves Reader Experience

Like with any type of content we produce as copywriters, big blocks of text can be incredibly off-putting for readers. So, breaking these blocks up with video may prevent your prospective new client from losing interest in your portfolio.

Watching a video can be much more engaging than reading, meaning that potential clients are more likely to stay until the end and find out everything they need to know about you. In fact, statistics show that one-third of all online activity consists of watching videos.

This could be the difference between recruiting a new client and letting them slip through the net!

#2 Builds Trust

With a video on your portfolio, you can demonstrate emotion that is more difficult to capture through text. 

Seeing and hearing from you through this medium therefore allows prospective clients to get a real sense of who you are, rather than simply reading it on paper. In a similar way to an in-person job interview, they may begin to feel a connection and discover that you are the right person to represent their brand. 

#3 Helps to Attract More Clients

Having a video as part of your portfolio can be highly effective when recruiting new clients, particularly because it can be embedded into your very own website, blog, or LinkedIn page. Like with any copy you may produce for clients, you can then ensure that the video portfolio is fully optimised, with relevant keywords and tags used in the title and description.

As you’ll know, effective SEO (search engine optimisation) drives organic traffic from search engine results pages, which can help you attract more clients from relevant industries and boost your digital branding efforts.

To find keywords that can be featured alongside your video portfolio, try using a tool like Also Asked. Based on user search intent, this organises Google’s “People Also Ask” data to display relevant terms for your content.

#4 Demonstrates Your Creativity

What better way to show that you’re the copywriter for the job than creating an aesthetically appealing, engaging piece of content that sells your own brand? Using a video allows you to create a visual showcase of your journey, which you can customise with graphics, screenshots, and even music to support your spoken points.

Along with written pieces, the video that you include in your portfolio will act as a sample of your work, demonstrating your ability to come up with creative content that fits the right tone for the brief. Making a video also shows how you bring your vision to life in a unique way that text may not be able to achieve. 

Dive Into Your Copywriting Career Today

Adding a video element to your portfolio is an excellent way of showing your creative flair, demonstrating some personality, and letting prospective clients get to know you better. Along with top-quality writing samples, professional background information, and client testimonials, this could be the final push a client needs to choose you as their copywriter.

If you’d like to learn more about what makes a good portfolio or how to get your career off to a flying start, then check out The Author’s Pad. We’re a community of copywriters sharing tips, skills, and resources to help you progress in this exciting industry.

FAQs

What Makes a Good Copywriting Portfolio?

A good copywriting portfolio will include a few relevant examples of the type of content you offer. This should be either aimed at a targeted niche, or demonstrate multiple writing styles and mediums. Along with writing samples, a good portfolio should include a strong headline, your background information, a headshot, social media links, and further contact information.

What Should a Copywriting Portfolio Include With No Experience?

If you’re new to the copywriting field, write some of your own samples targeting the niche, industry, or type of client you’re hoping to target. This could be for a blog you’ve created, for a friend’s company, a fictional product, or an established brand.

What Are the Benefits of Copywriting for Businesses?

Copywriters offer several benefits to brands hoping to fine-tune their marketing strategy, making it a brilliant career path for budding writers. Some of these benefits include:

• Improving SEO to help web pages rank higher on search engines

• Driving organic traffic to a website or landing page

• Producing a variety of content types

• Establishing a strong and consistent brand voice

What is the Most Important Part of Copywriting?

One of the most crucial elements of copywriting is understanding the end user. This includes their pain points, the type of content they respond to best, and user intent. Keyword research is another essential part of copywriting, particularly when it comes to user intent and SEO, along with producing content that demonstrates expertise, authoritativeness, and trust.