The Marketing Pyramid: What to Build First (and Why)
A strong base provides stability and steadiness to the top of the pyramid.
If your marketing feels scattered — like you’re spinning plates on five platforms with no real traction — you’re not alone.
The problem usually isn’t effort. It’s order.
Most small business owners build their marketing backward — focusing on what’s loudest (social media) instead of what lasts (core content).
That’s why I use the Marketing Pyramid to show what to build first — and what to layer in after you’ve got a solid foundation.
The Pyramid Structure: Simple and Sustainable
Like any good structure, your marketing needs to be built from the ground up:
The Base: Long-Form Content (Blog/Email)
This is your message headquarters — the part that holds weight and lasts longer than 24 hours.
Blog posts help you rank, earn trust, and build clarity over time
Emails reach your audience directly without relying on algorithms
This is where your most valuable content should live
Sharing content on Social Media increases the reach of your base, long-form content with real-time interactions and feedback.
Middle: Social Media Content
This is where you amplify your message.
Repurpose content from your blog/email
Break down ideas into bite-sized stories, reels, or carousels
Invite people back to your foundation (via your link or lead magnet)
Top: Promotions, Campaigns, Seasonal Pushes
These are temporary, high-effort pieces of content that drive momentum — but shouldn’t replace the base.
Think: product launches, service promos, events, giveaways
These work best when layered on top of consistent content — not in place of it
Why Most Businesses Get This Backwards
They chase reach instead of building trust.
They post constantly but never pause to ask: “What’s anchoring all of this?”
That’s like trying to add a roof before you pour the foundation.
Take a intentional look at your social media before you map out your marketing pyramid’s structure and content.
What to Do Next:
Revisit your last 10 posts — how many link back to a blog, email, or offer?
Pick one platform to amplify your next blog post or email.
Map out your own marketing pyramid:
What’s your foundation?
What’s worth amplifying?
What’s the one timely promo you want to support?
Bottom line:
Start with what lasts.
Build up from there.
Your content system should work like a well-built trail — clear, structured, and pointing somewhere that matters.