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.