When I first started creating hyperlocal content, I felt two things at once:
- Totally overwhelmed by how many potential videos were possible
- Completely stuck on what to do first
There’s a whole city of content around me, but somehow my mind went blank every time I sat down to plan a video. (And don’t even get me started on what to do when I got there.)
But I figured it out. And now I see ideas EVERYWHERE.
So, today I’m sharing Hyperlocal Content 101: 3 non-negotiable steps to help you finally get started, create content that connects, and actually turn it into business.
Step 1: Start With a Brain Dump
This is where it begins. Not with strategy or analytics, but just getting the ideas out of your head.
Open the Notes app. Set a timer. And list out:
- Your personal favorite spots around town
- Places you’ve always wanted to try
- New businesses you’ve heard about that just opened
- What makes your city unique (events, landmarks, little-known spots)
- Developments that you know of/construction you’ve seen lately
When I first started, I did this in two separate one-hour-long “sessions” a week apart. The first one took a little bit of time, but then my mind started flowing with ideas (some good, some terrible…still wrote them down) toward the end.
This gives you a real starting point. You don’t need a perfectly organized content calendar. You just need a list.
Something fun happened when I did this, too. Between the two sessions, I started seeing content ideas as I was driving around town that I could add to my list.
Step 2: Know Who You’re Talking To
Once you have a long list of ideas? You need a filter.
The biggest mistake I see agents make with local content is that they try to talk to everyone.
And when you try to talk to everyone? No one actually feels like you’re talking to them, so they don’t care.
For me, my audience is clear: Women with kids between the ages of 2–14 who live in North Spokane
So every time I’m brainstorming or trying to come up with content ideas, I ask myself: “Would she care about this?”
If not, I skip the idea.
This isn’t just a smart marketing move. It makes your life so much easier. I’m not paralyzed by all the options, because I’ve got a filter. That’s why so much of my content is kid-friendly, date-night themed, or focused on mom-friendly spots. I know who I am talking to every single time.
This is the step that turns chaos into clarity.
Step 3: Reach Out to the Businesses
Now that you’ve got the ideas and the audience, let’s make it actionable.
Before you film, DM the business on Instagram. (Ideally, via a video DM!) This step does a few big things:
- It builds a real relationship with the business owner (hello, future collaboration or referral)
- They’re often so excited to be featured, and may even roll out the red carpet while you’re there!
- They will be aware and waiting for the content to be posted…and most likely to collab with you/share to their followers when it is.
I’ve had owners give behind-the-scenes access, comped drinks or food, and even tag me with so much gratitude in their own posts after I publish mine. But that connection starts with a simple DM.
Bonus: Want to Know What to Actually Say (and Shoot)?
When I started, I had no idea how to reach out to a business (in fact, I just didn’t do it. I just showed up as a surprise and felt really uncomfortable taking video). And recording when I was there? No idea what shots to get or how much footage was needed.
So I put together two things for you (that I wish someone had given me on day one):
- My exact DM script for reaching out to business owners
- A video shot checklist so you can go in and shoot these videos with confidence
Click here to get the free download with my DM script and the video shot list I use while I am there!
Final Thought
Creating hyperlocal content doesn’t have to be overwhelming. You don’t need to be a professional videographer or a full-time influencer.
You just need a plan, a focus, and a way to start building relationships in your community… one piece of content at a time.
These three steps helped me stop spinning my wheels and actually start showing up in a way that turns local content into business.
