expert-positioning

name	expert-positioning
description	Builds expert positioning strategies with thought leadership plans, speaking opportunities, and visibility tactics.
allowed-tools	Read Write Glob
metadata	{"author":"matthewhitcham","version":"1.0"}

Expert Positioning

When to Use This Skill

Use this skill when you need to:

• Build a strategy to position yourself as an authority in your industry
• Create a thought leadership content plan that demonstrates expertise
• Identify speaking, media, and collaboration opportunities
• Develop a visibility system that attracts premium clients and opportunities

DO NOT use this skill for personal branding design, social media content calendars, or PR crisis management. This is for strategic expert positioning and authority building.

---

Core Principle

EXPERT POSITIONING IS NOT ABOUT CLAIMING YOU ARE AN EXPERT — IT IS ABOUT CONSISTENTLY DEMONSTRATING EXPERTISE THROUGH VALUABLE CONTENT, VISIBLE PRESENCE, AND DOCUMENTED RESULTS.

---

Phase 1: Positioning Foundation

Required Inputs

Input	What to Ask	Default
Area of expertise	"What specific topic or skill do you want to be known for?"	No default — must be provided
Target audience	"Who should see you as the expert — buyers, peers, media?"	Potential clients and referral sources
Current visibility	"Where are you already visible — social, blog, podcasts, speaking?"	Minimal — starting from low visibility
Unique angle	"What is your contrarian take, unique methodology, or proprietary framework?"	No default — will develop in Phase 2
Goal	"What should expert positioning lead to — more clients, speaking fees, book deal, media?"	More premium clients

GATE: Confirm the positioning niche and goal before building the strategy.

---

Phase 2: Authority Foundation

Define Your Expert Positioning Statement

## Positioning Statement

"I help [specific audience] achieve [specific outcome] through [your unique
approach/methodology]. Unlike [common alternative], my approach [key
differentiator] which results in [measurable benefit]."

Develop Your Proprietary Framework

Every recognized expert has a named methodology:

1. Identify your process — what steps do you take clients through?
2. Name it — create a memorable, ownable name
3. Visualize it — design a simple diagram or model
4. Reference it consistently — use the framework name in all content

Example: Instead of "I help with marketing strategy," position as "I created the Revenue Flywheel Framework — a 4-phase system that turns content into predictable client acquisition."

Credibility Inventory

Document what you already have:

Credibility Type	Examples
Results	Client outcomes, case studies, before/after metrics
Experience	Years in field, number of clients, projects completed
Content	Articles, videos, podcasts you have created
Social proof	Testimonials, endorsements, press mentions
Credentials	Certifications, education, awards

---

Phase 3: Visibility Strategy

Content Pillars (Pick 3-5)

Define recurring topics that demonstrate your expertise:

1. Educational content — teach your methodology, share frameworks
2. Point-of-view content — contrarian takes, industry commentary
3. Case study content — client stories with documented results
4. Behind-the-scenes content — your process, decision-making, lessons learned
5. Curated insight content — your analysis of industry trends and news

Visibility Channels

Channel	Effort	Impact	Action
LinkedIn posts	Low	High for B2B	Post 3-5x/week with thought leadership content
Guest podcast appearances	Medium	High	Pitch 2-3 podcasts per month in your niche
Blog / newsletter	Medium	High (long-term SEO)	Publish weekly or bi-weekly long-form content
Speaking engagements	High	Very high	Apply to 1-2 conferences per quarter
Media contributions	Medium	High credibility	Respond to journalist queries (HARO, Qwoted)
Collaborations	Low-Medium	Medium-High	Co-create content with complementary experts

90-Day Visibility Plan

## Month 1: Foundation
- Publish positioning statement on website and LinkedIn
- Write 3 cornerstone articles on your core topic
- Identify 10 podcasts to pitch as a guest
- Set up Google Alerts for your topic area

## Month 2: Outreach
- Pitch 5 podcast appearances
- Submit 2 speaking proposals to industry events
- Publish weekly content on your primary platform
- Engage with 10 influencers in your space daily

## Month 3: Amplification
- Repurpose best-performing content across channels
- Follow up on speaking and podcast pitches
- Collect and publish new testimonials or case studies
- Evaluate what is working and double down

---

Phase 4: Sustainability

Weekly Expert Positioning Routine

Day	Activity	Time
Monday	Publish one thought leadership post	30 min
Tuesday	Engage with industry conversations	15 min
Wednesday	Create or pitch content (podcast, article, talk)	45 min
Thursday	Share a client result or case study	20 min
Friday	Engage with peers and amplify others' content	15 min

Metrics to Track

Metric	Frequency	Target
Inbound inquiries mentioning your content	Monthly	Increasing trend
Speaking/podcast invitations received	Quarterly	2+ per quarter
Content reach and engagement	Weekly	10%+ growth month-over-month
Premium client conversion rate	Quarterly	Higher rates than pre-positioning

---

Anti-Patterns

• Claiming expertise without evidence — calling yourself an expert without content, results, or social proof is empty.
• Being too broad — "business expert" means nothing. "Revenue operations for B2B SaaS under $5M ARR" means something.
• Inconsistency — posting for 2 weeks then disappearing for 3 months destroys momentum. Show up regularly.
• Only self-promoting — expert positioning requires giving value, not just broadcasting achievements.
• Waiting until you feel ready — you do not need permission to share your expertise. Start with what you know now.

---

Recovery

• No unique angle: Interview 5 clients about why they chose you. The differentiator is often something you take for granted.
• No audience yet: Start by engaging in communities where your audience gathers. Add value before promoting yourself.
• Content not getting traction: Test different formats and platforms. Your audience may prefer video over text, or LinkedIn over Twitter.
• Imposter syndrome: Document every win, testimonial, and result. Review them when doubt creeps in. Your experience IS your qualification.
• Competing with established experts: Do not compete — differentiate. Find the niche within the niche that established players do not serve.