| 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:
- Identify your process — what steps do you take clients through?
- Name it — create a memorable, ownable name
- Visualize it — design a simple diagram or model
- 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:
- Educational content — teach your methodology, share frameworks
- Point-of-view content — contrarian takes, industry commentary
- Case study content — client stories with documented results
- Behind-the-scenes content — your process, decision-making, lessons learned
- 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.
