The Authority Layer helps to place you as an expert in your marketplace. Your authority is directly linked to how well your content is marketed, making it the fourth of @Rob's six layers of modern digital marketing. Content can’t be created in a silo. It needs as much visibility as possible through everything from paid ads, to social media shares, to backlinks. If other sites in your industry that have high authority are linking to your site, search engines are more likely to recommend your site. The Authority Layer is all about what happens to your content after you hit Publish. This includes off-site distribution, paid marketing, social sharing, link acquisition, and competitor analysis.