[ANNOTATIONS 201] What Makes Content “Authoritative”?

The edits and insights that got cut from episode 201 of EDIT HISTORY

🧠 Key Takeaway: What is authority content, and how do you create it?

On episode 201 of EDIT HISTORY, Latasha defines authority content and breaks down how she built hers through long-form consistency.

✨ Cheryl commentary

Many entrepreneurs consume endless podcasts and YouTube videos on how to build authority. And sure, all of that advice makes sense… intellectually. But when it’s time to implement, you feel stuck. No matter how hard you try, you either still seem like a newbie in your industry, or you feel like people only hire you because you’re the cheaper option.

Here’s the thing—the problem isn’t that the advice doesn’t work. It’s not even that the content strategy wasn’t “customized” to your business. The real issue? You don’t fully trust your own expertise.

And because you don’t trust it, you don’t lean into it. Instead of owning your zone of genius and doubling down on it, you keep playing it safe. You create surface-level content because you’re afraid to go deeper. You hold back from expressing strong opinions because you’re worried about being wrong. You dilute your expertise to appeal to more people, because what if you’re too niche and you lose opportunities?

But here’s what actually happens: By trying to be for everyone, you stand out to no one. And by hesitating to claim your expertise, you never actually step into authority… So let’s shift that today. Let’s explore one thing you can do right now to start positioning yourself as an authority in your space.

And that, is to ask yourself a very simple – but very important – question: Am I building my brand around my actual zone of genius? Or am I positioning myself around things I’m kinda good at, but not phenomenal at? Am I building a brand around my natural strengths – the things that feel effortless, that light me up, that I could talk about for hours? Or am I following what I think I should be known for, based on trends, external pressure, or what’s worked for someone else?

Because if you’re trying to build authority around something that isn’t truly your zone of genius, everything will feel harder than it needs to be. Your content will feel forced. Your marketing will feel like an uphill battle. And no matter how much you “fake it till you make it,” you’ll always feel like something is missing.

For example, in my own business, I could help entrepreneurs with all kinds of content – short-form, long-form, social media, blogging, video marketing. But my zone of genius? Long-form content. Specifically, educational podcasts. That’s where I thrive. That’s what I’m great at.

So rather than trying to be a generalist, I made a strategic decision: I repositioned my brand as a podcast content strategist. Someone who specializes in helping podcasters and companies create long-form content that builds authority, attracts the right audience, and differentiates them in their industry.

And that meant getting very clear on who I help and how. Instead of saying, I can help you create viral short-form videos, I made a stronger statement:

1:1 Podcast Coaching – Helping solopreneurs develop a podcast content strategy that resonates with their audience, differentiates their brand, and positions them as the go-to authority in their space.
Corporate Consulting – Partnering with organizations to direct capstone content projects, from conceptualization to scripting to coaching teams on facilitating high-value conversations.

And you know what happened when I did this? Marketing became easier. Signing clients became easier. Delivering my services became easier. Because I was no longer forcing something… I was stepping fully into what I was meant to do.

That’s the takeaway here: When you position your business around your zone of genius (rather than what you think you’re supposed to sell), that’s when authority happens. Not just in how others see you, but in how you see yourself.

Because here’s the truth: Authority isn’t just about how the world perceives you. It’s about how you perceive yourself. And when you start operating from your true strengths, you don’t have to “fake” authority or “convince” people to see you as an expert. It becomes obvious.

And your audience? They want to see you in that space.

We’re all tired of generic, formulaic content. We’re drawn to creators who are operating from their unique genius, because that’s what makes them stand out. That’s what makes them compelling. That’s what makes us trust them.

So let me leave you with this: What is your zone of genius? And how can you start letting that guide you as you build your body of work, brand, and business?

Because when you start showing up in your true zone of genius, that’s when you stop just being “good” at what you do. That’s when you become great.

Here are 3 key takeaways that didn’t make it into the final episode:

🎙️ Cut 1: Evergreen content vs. trendy content

Latasha explains that while her trend-focused content (ex: social media update videos) performs well immediately after publishing, it quickly becomes irrelevant. In contrast, her evergreen content, like tutorials on social media strategy or personal branding, consistently performs well over time and draws in more loyal, aligned audience members.

She notes the strategic tension of using trend content to bring people in, while relying on evergreen content to build trust and sustain her business. – and stuck with it… This gave her a foundation to build depth, nuance, and mastery.

✨ Cheryl commentary

Most creators want content that pops – the kind that racks up views fast, plays well to the algorithm, and gives us a quick win to screenshot.

But as Latasha shared, her “what’s new in social” videos spike early… and fade just as quickly. The ones that kept working? They weren’t flashy, they were foundational.

This tension between timely and timeless is one every creator eventually runs into. Trendy content might put you on the map, but evergreen content is what keeps you there.

As someone who coaches podcasters and content creators, I often tell clients: Build something that lasts. Evergreen work gets bookmarked. It gets cited. It becomes the reference point others build on.

The way I see it, evergreen content is often the sharpest work. It demands clarity, depth, and original thought. If your content still holds weight months or years after it’s published, that’s a sign you’ve said something worth revisiting. That kind of durability is far more valuable than virality.

So if you’ve been creating content that isn’t exploding right now, don’t be so quick to discard it. Look at the shape of your body of work. Are you building reach… or resonance? Are you creating content that trends, or content that trains your audience to think, act, or see differently?

Evergreen work may take longer to grow, but it often leads to a much deeper sense of trust between you and your audience. And that metric trumps likes and views any day.

🎙️ Cut 2: Sustainable systems for building authority

Latasha shares that she’s doubling down on helping people build sustainable content systems rather than relying on algorithm hacks or fleeting social media trends. Prompted in part by the uncertainty around platforms like TikTok, she stresses the importance of having an ecosystem – including long-form content and email – that supports consistency and business sustainability.

While these systems are harder to “sell” than flashy quick wins, they’re what actually drive long-term results like clients, stages, and sales.

✨ Cheryl commentary

A trending sound might buy you 30 seconds of attention, but a content system builds your reputation. As Latasha shared, most people aren’t struggling because they lack ideas. They’re struggling because they lack a system. One that helps them stay visible without burning out. One that turns effort into equity i.e. something that compounds over time.

Not everything has to go viral… but everything should go somewhere.

The problem is: systems aren’t sexy. They don’t make good thumbnails. And no one wants to hear that consistency might mean showing up for two years before seeing a return. But if you look at the creators, podcasters, and educators who are still around five years later, they all have systems.

You don’t need to be everywhere. You need a workflow that respects your time, protects your message, and grows your body of work without demanding a sprint every week.

This is especially true for podcasters. I tell my clients all the time: your podcast doesn’t need to be your only platform, but it should be your anchor. When paired with a simple system (e.g. newsletter, show notes, repurposing into short-form), it can carry your message farther than any isolated viral clip ever will. Your long-form content is where your authority gets built. Your systems are what make that authority scalable.

So if you’re tired of chasing the next growth hack, try asking a better question: What kind of ecosystem would support my best work? Build around that. Then commit to it. Because a system – no matter how slow – is still faster than starting over every week.

🎙️ Cut 3: Being vocal about what matters… Even when it’s not popular

Latasha reflects on the discomfort – and importance – of sharing non-mainstream or potentially controversial opinions, especially on her second podcast, Content Creator Confessions. She explains how she weighs the risks before posting, but ultimately believes that creators are allowed to have nuanced, thoughtful opinions.

Even when people disagree, she’s found that respectful conversations can still happen and even expand her thinking.

✨ Cheryl commentary

Most creators aren’t afraid of being visible. They’re afraid of being misunderstood.

We’re taught to be “on brand,” to avoid saying the wrong thing, to soften or sanitize anything that might raise eyebrows. But at some point, your growth as a creator will collide with this truth: You cannot be known for your ideas if you’re always editing them for palatability.

As Latasha shared, being vocal about something that matters – even if it’s not the dominant narrative – is part of growing into your authority.

Authority doesn’t mean having the loudest voice. It means having the courage to say, “This is what I stand for. This is what I’ve lived. This is what I’m learning.”

And yes, it’s vulnerable. Especially when you’re not sure how people will respond. But thoughtful creators share to contribute, offer perspective, and name what others are quietly thinking.

If your content always reads like it could’ve been written by anyone, then your audience will treat it like it could’ve been written by anyone.

The creators I remember are the ones who don’t just inform me. They challenge me. They make me rethink. And sometimes? They make me feel seen in a way no “hot take” ever could.

Remember: People don’t need your content to be consensus-safe. But, they do need it to be true.

Sounds good? Awesome. Let’s get to work.