Very few people know that in addition to being a content writer, I’m also an investor in my brother’s restaurant business. He runs a sushi delivery service in a small village in Bucha Raion near Kyiv, Ukraine, and is in the middle of transforming it into a fully functioning dine-in place.

Since we began this venture, we’ve learned a lot about marketing — mainly through trial and error. It sometimes feels like I’ve read every single content marketing guide for small businesses out there, trying to find strategies that would work best for us.

The most unsettling realization was that even in a country at war, the marketing tactics remain the same — and they’re still just as effective.

In this article, I’ll share five content marketing strategies that brought us the best results yet are still commonly overlooked by small business owners — from encouraging visual user-generated content and collaborating with micro-influencers to using interactive, data-driven, and behind-the-scenes content.

I’ve added some examples from US-based small businesses to illustrate how these tactics could work in the US market. Each section also includes an actionable tip you can apply to your business.

So, let’s dive in!

#1 Encourage Visual User-Generated Content (UGC)

According to the 2024 report by PowerReviews, 91% of consumers say they’re more likely to buy a product if it features reviews with photos and videos along with text. This report also found that 51% of shoppers want to see product photos or videos from other shoppers on social media. 

What does this data mean for businesses?

It shows that simply encouraging your customers to leave reviews may not be enough. Small businesses should focus on offering incentives specifically for visual UGC. These can be:

• freebies offered through contests or giveaways;
• discounts, bonus points in the loyalty system, store credit, cashback, etc.;
• recognition, e.g. by featuring loyal customers in your marketing efforts or inviting them to participate in your product development;
• psychological rewards like self-expression and a sense of community.

Right after the launch of his sushi delivery service, my brother ran a promo campaign that landed him over 50 reviews and mentions on Instagram, which is quite impressive for his small suburban area. What he did was offer his new customers to earn bonus points for posting stories and reels on Instagram with photos or videos of their sushi. The points could later be used toward their next order. That way, he not only gained exposure but also turned most of his first-time customers into repeat customers. 

Most of the brands I follow run regular giveaways and contests on Instagram, which is actually the ideal platform for generating visual UGC. This July 2024 survey found that Instagram is where the majority of users go to research brands or products: 62.7% of active users said they do this on Instagram, compared to 53% on Facebook and 48% on TikTok. But of course, YOU should go where YOUR audience goes.

💡Actionable Tip: Run a contest where your customers submit photos or videos of how they use your products for a prize. This will turn regular users into brand advocates while generating valuable content.  

#2 Master Micro-Influencer Collaborations in Your Niche

Micro-influencers (those with 10,000-99,000 followers) can be game-changers for your small business content marketing strategy. They often create more engaged, loyal communities compared to big influencers. Plus, their smaller size makes them more affordable and easier to collaborate with. So, it’s not surprising that as many as 64% of marketers choose to work with micro-influencers, according to HubSpot. 

You can find micro-influencers in an influencer database, such as Modash, through research on Google and social media, or even look for them among your existing followers (that’s one more reason to track your user-generated content!). 

Create a brand hashtag if you don’t have one yet, and keep an eye out for creators who might already be using your products or services and posting UGC under your hashtag. 

I like how Courabié, a brand of jewelry inspired by the culture of the indigenous people of Crimea, goes beyond just partnering with models, creators of Crimean Tatar origins, and fashion influencers in New York — it turns them into brand ambassadors.

💡Actionable Tip: Find a micro-influencer whose audience matches your target market and propose a partnership. It could be a product review, a sponsored post, or a giveaway. Be sure to focus on influencers with strong engagement (e.g. consistent likes and comments) rather than just follower count.

#3 Use Interactive Content for Higher Engagement

Interactive content is much more than just a tool for driving conversions. For small business owners, it’s an opportunity to compete with bigger brands.

Recent statistics show that interactive content may generate up to twice as many conversions as static content.

Interactive content can also help you learn more about your audience. By using polls, quizzes, surveys, and other interactive tools, you can gain insights into your audience’s behavior. For instance, even such a simple tool as this wedding budget calculator by the.diamond.room may help you understand what your potential customers are looking for, their preferences and budgets, and other valuable data you could use to tailor your services to suit their needs better (more on that in #4). 

And here’s the best news:

The number of ways you can integrate interactive elements into your marketing strategies is endless.

So, get creative and offer your audience a unique experience. If you don’t have an internal team to help you implement your ideas, hiring a freelance specialist on Upwork can be a budget-friendly solution.

💡Actionable Tip: Think of how you can enrich your content with interactive elements. It can be clickable infographics on your website’s blog, polls on social media, product recommendation tools on product pages, or a calculator in your app. Add your ideas to your content marketing calendar as a commitement to bringing them to life.

#4 Tell a Story Using Data-Driven Content

Our brains are wired for numbers and narratives. So, why not combine the power of the two in your content strategy?

Turning industry statistics or your internal data into stories will not only help you build authority but also provide your audience with valuable, actionable information they can’t find elsewhere. 

One great example of data-driven content is a case study. HubSpot’s 2024 State of Marketing report found that case studies were the fifth most commonly used type of content in 2023. Both companies and readers love them because they demonstrate the real-world benefits of using a brand’s products or services. With the help of such simple tools as Google Forms, SurveyMonkey, and social media polls, small businesses can easily collect their own data for this type of content.

Beyond case studies, there are many other ways you can incorporate data into your content. Look how by citing the relevant statistics right in the article intro, PetCube, a pet product tech company, makes it clear from the start why their new products are relevant to the reader. 

Be cautious when using AI tools to look for statistics or facts — they are notorious for making data up.

💡Actionable Tip: Conduct a small survey of your customers and publish the findings on your blog or social media. Or, analyze industry reports and create an infographic or blog post that highlights key takeaways. This can also be a good way to get mentions in the media. 

#5 Share Behind-the-Scenes or Process Content

One of the most engaging content marketing strategies for small businesses is sharing behind-the-scenes or process content. People love seeing the human side of a brand! 

Last spring, I watched a new creative agency in New York come to life on Instagram. The founder, Tina Sokolovska, shared her journey — from brainstorming the agency’s name to landing their first clients. Her genuine “behind-the-scenes” approach created massive engagement and built excitement for the launch. The agency continues posting BTS moments on Instagram, proving that this type of content resonates deeply with followers.

My brother, too, has been using this strategy for his sushi delivery service. His posts about the restaurant’s renovation and the creative decisions behind it usually receive 2-3 times more views, likes, and comments. He also often shares videos of himself making sushi, giving customers a glimpse into his process, which always sparks a strong reaction from his followers.

According to Zippia’s 2023 report, 86% of consumers want to see an authentic brand image. Behind-the-scenes content helps small businesses show authenticity and create a personal connection with their audience, which is especially important for local businesses that rely on face-to-face interactions. 

💡Actionable Tip: Make sharing behind-the-scenes moments a regular part of your content strategy. It could be a glimpse into your creative process, a challenge you’re navigating as a business owner, or a typical day for your team. Don’t forget to track your audience’s response and see what resonates most!

Conclusion

To wrap things up, effective content marketing for small businesses goes beyond posting content consistently. It’s about creating genuine connections with your audience. By implementing these five strategies, you can transform your content from passive posts into engaging interactions that fuel your brand’s growth.

I’m curious to know which strategy resonates with you the most! Share your thoughts in the comments below.  

And if you’re looking for assistance in applying these tips to your business or improving your content strategy overall, don’t hesitate to reach out for a free consultation. Let’s create content that drives results!