Think about the last time you were looking for a new restaurant, a service provider, or a product you'd never tried before.
Did you Google it? Search Instagram? Ask ChatGPT for recommendations? Maybe a little bit of all three?
The way people find businesses is changing. And while social media is still a big part of how brands get discovered, it's no longer just about what shows up in someone's feed. People are searching for answers. They're comparing options. They're asking more specific questions. And they're using more platforms to do it.
Which brings up something I think more businesses should be asking themselves:
If someone was looking for exactly what your business offers, would they actually find you?
And just as importantly, would they understand why they should choose you?
Your social media is doing more than you think.
For a long time, businesses have been encouraged to focus on posting consistently, growing their following, and getting more engagement. And sure, those things can matter. But I think there's a bigger conversation to be had about what we're actually creating and why. Because someone doesn't necessarily have to follow your business to find your content anymore.
They might discover a Reel while searching for a specific topic on Instagram; they might find a LinkedIn article while researching a service; they might come across your website after asking Google a question. And increasingly, they might use an AI tool like ChatGPT to help narrow down their options.
That means the content you're creating has the potential to do more than reach the people already following you. It can help new people find you in the first place. But only if we're giving them something worth finding.
The businesses that explain what they do well have an advantage.
Here's something I notice when looking at business accounts.
Some brands create beautiful content. Great photography, polished graphics, consistent posting.
But after spending five minutes on their page, I still couldn't tell you exactly what they do, who they help, or what makes them different.
If you own a wellness clinic, are you explaining the treatments you offer and answering the questions people have before booking?
If you run a retail business, are you helping customers understand your products, what makes them different, and who they're for?
If you're a service provider, are you showing people what working with you actually looks like?
These are the things potential customers are trying to figure out.
And they're also the kinds of topics that help search engines and AI systems understand what your business knows and offers.
You don't need to sound like a textbook. You just need to be clear.
Start thinking about the questions people are already asking.
One of my favourite places to start when building a content strategy is with the questions a business gets asked all the time. Not the questions we wish people were asking, but the actual questions.
The ones that come up during consultations, in emails, over the phone, or when someone walks through the door. Because if one customer is asking, chances are someone else is searching for the answer.
Let's say you own a local bakery. Instead of only posting photos of your products, you could create content explaining how to store sourdough bread, the difference between certain flours, or how far in advance customers should place a custom order.
Or maybe you run a physiotherapy clinic. You could answer questions about what happens during a first appointment, when someone might consider booking, or what different services involve.
None of this needs to be complicated. It's taking the knowledge you already have and making it easier for people to find.
This is the kind of content that can stay useful long after you've posted it.
What do you want your business to be known for?
This is another question I think deserves more attention when we're planning content.
If someone came across five of your posts, what would they walk away knowing about your business?
Would they understand your expertise? Your approach? What makes you different from the other businesses offering something similar? Or would they just know that you post regularly?
I always want to look at the bigger picture.
For example, if a business wants to become known as a trusted source of information in its industry, we can't build an entire strategy around trends, promotional graphics, and the occasional behind-the-scenes photo. We need to show people what that business actually knows. That might mean sharing the team's expertise, answering common questions, explaining processes, showing examples of work, or offering a perspective people aren't hearing everywhere else. It's not about making every post educational. It's about making sure there's a clear connection between what you're creating and what you want people to associate with your business.
Over time, those connections matter.
And yes, the words you're using matter too.
I love a clever caption as much as anyone.
But sometimes we're so focused on making content sound creative that we forget to make it clear.
Think about the difference between a Reel titled "A Little Something We've Been Working On" and one titled "Behind the Scenes of a Product Photography Session."
Both can work. But the second immediately tells someone what they're looking at.
The same applies to your Instagram bio, LinkedIn headline, video descriptions, and website copy.
Are you actually using the words people would search for?
Does your bio explain what your business does?
Are your captions giving enough context to understand the topic?
Are your videos titled in a way that makes sense to someone who has never heard of your business?
This doesn't mean stuffing keywords into every caption or making your content sound unnatural.
Please don't do that.
It just means being a little more intentional with the language we're using.
Sometimes the clearest way to say something is also the most useful.
One good piece of content shouldn't have to live in one place.
Here's where I think businesses have a lot of opportunity.
Let's say your team creates a really great video answering a question customers ask all the time.
You post it to Instagram, it performs well, and then you move on to the next thing.
But why stop there?
Could that video also work on YouTube Shorts?
Could the same topic become a LinkedIn post?
Could you turn the answer into a short FAQ on your website?
Could it be expanded into a blog article that people find through Google?
You don't necessarily need to create more content. Sometimes you just need to get more out of what you're already creating.
Of course, not every post belongs on every platform. And copying the exact same thing everywhere isn't always the answer.
But when you've created something genuinely useful, it's worth thinking about where else it could help someone.
Especially when that information answers a question people are actively searching for.
So, where does AI fit into all of this?
Let's talk about it, because I know it's on a lot of business owners' minds.
People are using tools like ChatGPT to research products, compare services, and look for recommendations.
And naturally, businesses are starting to wonder how they can show up in those conversations.
The thing is, there isn't a magic caption formula that guarantees your business will be recommended by AI.
AI-powered search systems use different sources and methods to find and present information. Publicly accessible website content, relevant third-party mentions, and clear information about a business can all play a role, depending on the platform.
But here's what I keep coming back to.
If your business consistently explains what it does, shares useful information, demonstrates its expertise, and makes that information accessible across the places people search, you're building a much stronger foundation for discoverability.
Not just on Instagram.
Not just on Google.
Across your online presence.
And that's how I think we should be approaching content strategy moving forward.
Not creating content for AI.
Creating genuinely helpful content that makes your business easier for both people and search systems to understand.
What this looks like in an actual social media strategy
This doesn't mean you need to completely rethink your marketing or suddenly start publishing ten blog posts a month.
I'd start with a few simple questions:
What questions do customers ask before buying or booking?
What topics do we want our business to be known for?
Are we clearly explaining our services, products, and expertise?
What knowledge or experience can we share that people won't find in a generic Google search?
Are there opportunities to use our best content beyond social media?
These are the kinds of things I want to consider before we even start filling a content calendar.
Because when you understand what people are looking for, what your business has to offer, and how those two things connect, creating content becomes a whole lot more purposeful.
The goal isn't to be everywhere. It's to be easier to find.
I don't think businesses need another reason to feel like they're falling behind with marketing.
You don't need to be on every platform, follow every trend, or completely change how you're creating content because AI is becoming more popular.
But I do think it's worth looking at your online presence through a slightly different lens.
Are you showing people what you're good at?
Are you answering the questions that matter to your customers?
And are you making it easy for someone who has never heard of your business to understand why they should work with you?
That's where I'd start.
Because good marketing isn't just about getting in front of more people.
It's about making sure the right people can find you, understand what you do, and feel confident taking the next step.
A little about House of Monday
I'm Mia, the founder of House of Monday, a boutique marketing studio based in Innisfail, Alberta.
We work with businesses in Red Deer, Olds, Calgary, and beyond, helping with social media management, content strategy, and content creation.
Our approach goes beyond figuring out what to post next. We look at what your business wants to be known for, what your audience actually cares about, and how your content can support the bigger picture.
Because your social media should be doing more than keeping your feed busy.
Looking for a little more direction with your marketing? Take a look at our services or get in touch.