What Is Natural Content material? Advantages, Varieties, and Greatest Practices

What Is Natural Content material?

Natural content material is any content material audiences discover on their very own that doesn’t depend on paid advertising and marketing strategies. That means you share it with out paying for promoting area.

Right here’s an instance:

When somebody goes to Google and kinds “finest espresso grinder” into the search bar, the search outcomes present hyperlinks associated to espresso grinders.

The primary group of outcomes has the “Sponsored” tag. Which implies these manufacturers paid to look on this outcomes web page. So, they aren’t natural outcomes.

Under these adverts are natural outcomes. And people web sites obtain excessive rankings (positions) utilizing website positioning finest practices fairly than paid ways.

Google search results showing paid search results and organic search results.

The primary natural lead to engines like google normally will get a whole lot of traction.

Within the instance above, the highest natural consequence will get 15.4K views per 30 days, in accordance with the Natural Analysis device. 

Semrush organic research tool showing a 6 month traffic graph of an organic search result.

Entrepreneurs create natural content material to extend their firm’s visibility in engines like google and on social media. To achieve prospects, have interaction current clients, and improve conversions. 

Natural Content material vs. Paid Content material: What’s the Distinction?

The important thing distinction between natural and paid content material is distribution: natural content material makes use of free distribution channels, and paid content material makes use of sponsorship or promoting.

Listed below are a couple of extra variations between natural and paid content material:


Natural Content material

Paid Content material


Educates your viewers, improves your model visibility and credibility, and encourages engagement

Will increase model consciousness, finds new leads, and sells a services or products


Reaches your viewers for months or years

Reaches your viewers solely whereas the paid marketing campaign is ongoing


Takes longer (normally months) to attain outcomes

Outcomes seem rapidly—generally instantly

As a result of paid content material yields outcomes extra rapidly, manufacturers typically use it to kick-start their advertising and marketing outcomes. Or get gross sales rapidly.

However natural content material is a vital piece of your advertising and marketing puzzle. We’ll focus on that extra within the subsequent part.

What Are the Advantages of Natural Content material?

Manufacturers put money into natural content material for a wide range of causes. 

Listed below are a number of the major advantages:

It Will increase Search Visibility

website positioning natural content material permits you to rank extremely in search outcomes—when it’s well-executed. Which will increase your attain on engines like google.

For instance, as soon as Pointe optimized their weblog posts for natural key phrases, their web site began attaining a #3 common rating for over 50 key phrases. And the corporate noticed leads improve by a mean of 100 per week.

It’s Value-Efficient and Can Create Lengthy-Lasting Outcomes

A one-time funding in natural content material created with engines like google in thoughts can carry natural visitors for months and even years.

For instance, Semrush’s information to what website positioning is has been producing hundreds of month-to-month visits since June 2023. Which you’ll see in our Natural Analysis device.

Semrush organic research tool showing a traffic graph of Semrush’s guide to SEO.

That stated, content material like articles needs to be periodically up to date to make sure accuracy and relevancy over time. To ship essentially the most worth to your readers.

It Improves Engagement

When customers come throughout social media posts or articles they take pleasure in, they’re extra more likely to share them or work together with them. And people customers could also be extra receptive to your model sooner or later.

The next Instagram reel by chef Christina Soteriou was seen over 1 million occasions and acquired over 48,000 likes. 

Instagram reel showing a plate divided in different compartments explaining how to eat balanced meals on a vegan diet.

The reel explains the way to eat balanced meals on a vegan food regimen and consists of snapshots of various meals. Plus, it gives an outline of how a lot area every meals kind ought to take up in your plate. 

Apart from reinforcing relationships, this engagement also can broaden your attain.

Within the instance beneath, an natural Instagram put up printed in February 2023 has been shared over 100 occasions. 

Instagram post insight showing metrics like accounts reached, accounts engaged and profile activity.

Due to the excessive engagement, the put up reached practically 4,000 individuals who don’t comply with this Instagram profile.

It Helps Set up Authority in Your Business

Audiences belief manufacturers with business authority. And one approach to construct belief is to create high-quality natural content material that showcases your experience and credibility.

Jasper, a startup that launched an AI writing device in 2021, has constantly used weblog posts to determine authority of their area of interest. And draw consideration to their product.

Their earliest weblog posts supply writing recommendation. To ascertain themselves as a precious useful resource and teaches readers the way to use Jasper to enhance workflows.

Blog roll from AI writer tool Jasper with blog posts on writing advice.

6 Sorts of Natural Content material

Discover several types of natural content material to grasp what works finest on your particular viewers.

Listed below are six sorts to think about:

1. Weblog Posts

A weblog put up is a sort of natural content material that provides insights, directions, or opinions associated to a particular matter. The standard size of a weblog put up is between 1,500 and a couple of,500 phrases.

For instance, a house enchancment model may write an informational weblog put up about several types of wall paint. Or, they may publish a how-to information that teaches readers the way to care for his or her lawns.

Like this piece from Black & Decker:

black and decker step-by-step blog post on quick lawn care

To provide you with weblog put up concepts, you possibly can:

  • Conduct key phrase analysis (we’ll go over this in additional element in a while)
  • Learn your rivals’ blogs
  • Analysis your viewers’s pursuits and ache factors

2. Thought Management Content material

Thought management is a broad class of natural content material that entails an professional sharing their distinctive insights and knowledge. And is normally extremely opinionated.

It may be within the type of a weblog put up, a quote picture on social media, a video, and even an e book. So, get artistic with the format of your thought management content material.

Contemplate this text printed on Animalz that shares concepts on creating an efficient content material technique based mostly on the writer’s first-hand expertise.

Article by animalz.co on creating an effective content strategy

The vast majority of corporations leverage their C-suite and senior administration for thought management content material. As a result of they possess the wanted experience to supply useful, dependable insights. 

However don’t let this be a limiting issue. Your organization may have subject material consultants in any respect ranges who’re able to share their ideas.

3. Consumer-Generated Content material

Consumer-generated content material (UGC) is any promotional content material your clients or different contributors create on their very own—with out being paid to. And you’ll then share that content material by yourself channels. 

Listed below are a couple of examples of UGC you possibly can encourage clients to create:

  • Critiques on Google, Amazon, Tripadvisor, and different enterprise itemizing websites
  • Images of the outcomes they’ve achieved along with your services or products which might be shared on social media
  • Recorded movies of how they use the services or products

UGC is simple to repurpose throughout completely different channels. You may add it to your e mail campaigns, web site, or social media pages.

Right here’s an instance of how shoe retailer Trash Planet incorporates UGC into their deserted cart e mail:

Abandoned cart email from shoe retailer Trash Planet showing a pair of shoes and a customer review for the shoes.

A key advantage of UGC is that it creates social proof to reassure potential clients of your model’s credibility. Which may encourage them to make a purchase order. 

4. Social Media Posts

Natural posts on social media embody visible, written, and audio content material. Relying on the platform you’re utilizing and your model identification.

Skincare firm Magnificence by Earth makes use of movies and pictures to advertise their merchandise on Instagram:

Instagram feed of skincare company Beauty By Earth showing their products.

However social media customers are overwhelmed with content material. So how do you discover success on such aggressive platforms?

Comply with traits which might be related to your viewers. And pay attention to social media algorithm updates. 

Just a few years in the past, for instance, Instagram started prioritizing video content material. Which meant manufacturers needed to begin posting extra movies in the event that they needed to proceed partaking their audiences.

As you construct your social media presence, you possibly can attain new audiences and educate them about your services or products. And ship them additional down the gross sales funnel.

5. Infographics

Infographics are photographs that current data utilizing visible components and textual content. Typically to convey advanced or summary concepts in an easy-to-understand means.

You too can use them to develop your attain free of charge. As a result of readers simply share them throughout completely different platforms.

For instance, this Semrush infographic was reposted virtually 200 occasions on X (previously often known as Twitter).

A Semrush Twitter post showing an overview of the 20 best content marketing tools in 2024

Making your infographic as visually partaking and informative as potential is vital if you need them to succeed.

Take a look at our listing of 41 infographic examples for inspiration.

6. Movies

Movies allow you to current data in an enticing format that may incorporate audio, textual content, animation, and many others. And so they’re best for strolling via processes or explaining ideas. 

Listed below are a couple of examples of video content material on your model:

  • Interviewing consultants about subjects your viewers is serious about
  • Recording buyer testimonials or case research
  • Streaming dwell movies, similar to Q&A periods
  • Demonstrating the way to use your services or products

For instance, this video teaches freshmen the way to do key phrase analysis with a step-by-step tutorial.

Youtube video thumbnail

With the expansion of social media platforms like TikTok, video advertising and marketing has turn into much more vital. Our State of Content material Advertising report reveals entrepreneurs rank movies because the best-performing content material format.

most successful content formats in 2023

Greatest Practices for Creating Efficient Natural Content material

Comply with the ideas beneath for a profitable begin to natural content material creation.

1. Conduct Key phrase Analysis

Key phrase analysis is the method of discovering queries your target market sorts into engines like google. So you’ll find related matter concepts to optimize your content material round.

To get began, use Semrush’s Key phrase Magic Instrument.

First, kind in a key phrase associated to your model. And click on “Search.”

Semrush keyword magic tool start showing the search bar that contains the keyword 'home improvement’.

The device will then return a listing of various key phrases associated to your search. 

Details about search intent (i.e., the motivation behind a search), month-to-month search quantity, and key phrase issue will let you determine appropriate alternatives.

Keyword magic tool dashboard overview showing keywords related to the keyword 'home improvement’.

On the left-hand aspect, there’s a listing of key phrase clusters. Clicking on one will show solely the key phrases in that group.

Click on on a particular key phrase to be taught extra about it in Key phrase Overview.

Keyword magic tool results for home improvement with the keyword home improvement contracted license highlighted.

You’ll get data like a geographical breakdown of month-to-month searches. And search traits over the previous 12 months. 

Keyword magic tool overview showing metrics like global volume and search trends.

Scroll all the way down to the “Key phrase concepts” part to seek out variations of your seed key phrase. You may determine to include a few of them as secondary key phrases into your content material.

Keyword magic tool keyword ideas section showing keyword variations and questions.

Scroll all the way down to “SERP Evaluation” to get an outline of the top-ranking web sites. This offers extra insights into the natural content material that reveals up on your goal key phrase.

On this case, Google reveals informational outcomes from authorities web sites.

Keyword magic tool SERP analysis showing the top ranking websites for the keyword home improvement contractor license.

In case you determine to focus on this key phrase, the following step will likely be to research the top-ranking content material by clicking via to it. And seeing how one can present extra worth than the competitors.

You too can get key phrase concepts out of your rivals utilizing the Natural Analysis device.

Enter a competitor’s area into the search bar and click on “Search.”

Semrush organic research tool start showing the search bar that contains the URL https://todayshomeowner.com.

Click on on the “Positions” tab to seek out all of the key phrases the web site ranks for. These key phrases may very well be nice alternatives for you, so make observe of the related ones.

Semrush organic research tool dashboard showing the main keywords todayshomeowner.com ranks for.

The “Pages” tab will present which pages generate essentially the most visitors on your competitor. Which may also be useful for ideation.

Semrush organic research tool pages tab showing pages of todayshomeowner.com generating the most traffic.

It’s okay to cowl the identical subjects as your rivals do. 

However at all times guarantee your content material is unique and provides one thing extra—a novel perspective, professional insights, or just data nobody else has supplied but.

2. Perceive Your Viewers

When creating any kind of natural content material, maintain your viewers prime of thoughts.


As a result of content material that’s aligned along with your viewers’s pursuits and ache factors will have interaction them higher.

Use a device to analysis your viewers and uncover insights for content material personalization. Just like the Viewers Intelligence app

Audience analyses by the Audience intelligence app showing metrics like demographics and top brands.

It makes use of information from a number of sources to ship a complete viewers evaluation. From their favourite influencers to how they have interaction with content material.

The app additionally identifies the very best on-line and offline channels to succeed in your target market. To assist make content material distribution as efficient as potential.

3. Craft Excessive-High quality and Participating Content material

After conducting key phrase analysis and analyzing your viewers, the following step is to create high-quality content material.

And high quality content material is:

  • Complete
  • Correct
  • Related to your viewers

Whether or not you’re making movies or writing ebooks, attempt to leverage subject material consultants when potential. And supply distinctive views on the subjects you’re overlaying. 

This may assist your content material stand out, ship worth, and seize your viewers.

And the content material ought to serve what you are promoting objectives. Resembling bringing in additional leads or rising your following. 

When applicable, sprinkle in a name to motion and/or a services or products point out.

As you put money into high quality, you’ll begin drawing extra consideration to your model—53% of entrepreneurs say making content material extra precious has helped to spice up their search rankings.

4. Optimize Content material for Search Engines

Optimizing your content material means making it simply discoverable to engines like google. And useful to people.

Which implies following website positioning finest practices for articles, similar to:

  • Incorporating the goal key phrase into the title tag (HTML that signifies a web page title), subheadings, physique textual content, URL slug (the tip portion of the URL), and meta description (HTML that briefly summarizes what a web page is about)
  • Together with key phrases which might be semantically associated to the goal key phrase
  • Including photographs and movies to extend consumer engagement
  • Including related inner hyperlinks to encourage customers to discover your web site and facilitate internet crawling

Use ContentShake AI to draft search-optimized content material. It generates outlines and completely different content material sections just like the introduction.

If you first open the device, it’ll ask you questions on what you are promoting and position. To generate customized content material concepts. 

Contentshake AI showing a field to describe your business in a few words. The chosen description is Ecommerce solution.

After you full the setup course of, you’ll be taken to a dashboard with a listing of concepts that have been generated utilizing what you are promoting data.

However you may also create your personal utilizing the “My very own thought” button.

To start out producing your article, click on “Begin writing” beside your chosen thought.

Contentshake AI dashboard showing content ideas to start writing such as how customer pricing can boost sales.

Subsequent, customise the article parameters, similar to tone of voice and phrase depend. Click on on “Create article” if you’re finished. 

Contentshake AI overview of article parameters such as title, target keywords, word count and tone of voice type.

The device will generate an article for you. Full with optimized physique textual content, headers, and pictures.

Evaluate the outcomes and make changes. Earlier than publishing the article in your web site.

Contentshake AI article result titled how custom prices can boost sales.

Listed below are another content material optimization suggestions:

  • Take note of video website positioning. Use your goal key phrase within the video title and outline. And create timestamps inside your video as a result of Google makes use of timestamps to show “key moments.”
  • Optimize your picture sizes. Gradual loading occasions can harm your rating potential. So ensure that most of your photographs aren’t greater than 300 KB.
  • Use alt textual content. Alt textual content briefly describes a picture and needs to be 125 characters or much less. It reveals when the picture fails to load and is learn aloud by display readers. It additionally helps engines like google higher perceive your picture.
  • Use correct file names for picture and video recordsdata. File names don’t seem in your web site. However they do assist Google perceive your picture/video higher. So, use precise phrases as an alternative of a random string of letters and numbers.

5. Repurpose Content material Into Completely different Codecs

Content material repurposing means turning one piece of content material into a distinct format. Or compiling a number of items into one.

For instance, a video can turn into a weblog put up, an e mail publication, and a LinkedIn put up.

repurposing video into a blog post, an email newsletter, and a LinkedIn post

Repurposing content material permits you to scale manufacturing with out creating every bit of content material from scratch.

Which lowers advertising and marketing prices. And permits you to broaden that content material’s attain via wider distribution.

When recycling content material, begin along with your prime performers. Since this content material is already profitable in a single type, it’ll most likely carry out properly in different varieties and on different platforms.

Discover top-performing content material with the Natural Site visitors Insights device.

First, arrange a Semrush venture. (Right here’s a tutorial if you happen to don’t know the way.) 

Then, configure the device by connecting your Google Analytics and Google Search Console accounts.

When the configuration is full, your dashboard will seem like this: 

Organic search traffic overview screen showing metrics like keywords, users, sessions and engagement rate.

Be sure that to order the listing by “Classes” to see your top-performing (that means high-traffic) content material on the prime.

Then, it’s only a matter of deciding which piece of content material to repurpose first.

You may then distribute these completely different types of content material throughout completely different channels.

For instance, if you happen to’re repurposing a report into social media infographics, use easy language. It’s extra applicable for social media customers who normally need fast insights.

Save extra advanced concepts for in-depth articles.

6. Measure Your Natural Content material’s Success

Analyzing content material efficiency helps you perceive what sorts carry out finest along with your viewers, how they uncover it, and the way they have interaction with it. So you possibly can refine your content material technique.

One approach to measure content material success is to trace search efficiency.

Semrush’s Place Monitoring device permits you to do that by monitoring your natural content material rankings for choose key phrases.

Making a Place Monitoring venture is simple. Enter your area within the search bar and click on “Arrange monitoring.”

Semrush position tracking tool start showing the search bar with the url yourdomain.com.

Within the subsequent step, select your search engine, machine kind, and site. Then, click on “Proceed To Key phrases.”

Position tracking targeting settings screen showing options to choose from such as search engine and device.

Manually enter the key phrases you need to observe or import them from an exterior supply.

Then, click on “Add key phrases to marketing campaign” and choose “Begin Monitoring.”

Position tracking keywords settings screen showing keywords to track such as dog beds and dog food.

The dashboard shows the area’s general visibility on your goal key phrases. Click on on the “Overview” tab to see insights for particular key phrases.

Semrush position tracking overview screen for the website chewy.com

Scroll all the way down to the “Rankings Overview” desk to see an in depth overview of any modifications in rankings and visibility.

Position tracking rankings overview screen showing metrics like position changes and visibility changes.

The “Opponents Discovery” tab gives insights into the competitors on your goal key phrases. So you possibly can monitor your rivals’ visibility and evaluate it to yours.

And proactively examine and reply to their advances in search rankings.

Position tracking competitors discovery screen showing a competition map with top competitors for the target keywords.

Create Natural Content material That Stands Out

Stand out in a sea of content material by doing all of your analysis earlier than leaping into manufacturing.

That means, you possibly can create high quality content material and optimize it with the Key phrase Magic Instrument and website positioning Writing Assistant.

And Semrush’s all-in-one platform has much more instruments to assist. Protecting every thing from website positioning and competitor analysis to content material and social media advertising and marketing.