Enter the experts
The short answer is, if you’ve done something successfully a number of times, you can claim the title of expert. However, there is also the axiom “Those who can do and those who can’t, teach.” There are many so-called experts who generate lots of content, but they’ve not had a project assignment in quite some time.
Everybody with access to a keyboard or a camera is doing some level of content marketing, even if it’s only for themselves and their Twitter friends. Everybody’s pulling out a cell phone to snap pictures of something—the first snowfall, the first crocuses, their dog grabbing a burger off the kitchen table.
Those photos become content posted to social media and join the digital noise that competes with content that Solopreneur consultants and other business leaders upload and post with the goal of appealing to potential customers. Launching and sustaining a content marketing campaign is an uphill battle for small operators with limited budgets.
Branding is not personal
A certain group of raven-haired sisters (and their mother) in L.A. County have done remarkably well with the personal branding concept, but that doesn’t hold for the rest of us. Unless you were lucky enough to have held a job that allowed you to publicly build a reputation amongst prospective customers, or you descend from a prominent or celebrity family, the differences that you (and I) emphasize to prospective customers are often perceived as minor and not distinctive competitive advantages. We are all the same, only different.