Once we hear the phrase “natural,” we often suppose pure, pure, and unaltered. A scrumptious juice, maybe. Properly, the identical goes for natural advertising — minus the juice half.
Natural advertising is all about naturally attracting your viewers to your model or enterprise. It’s about grabbing their consideration and successful them over with out “paying” for it. However how do you do this — particularly in a saturated market like 2025?
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To be sincere, whereas I acknowledge instances are robust, I’m nonetheless an old-school “inbound advertising” purist at coronary heart. The success you get from natural retailers simply hits in another way, and everybody can style it with the precise method.
Let’s go over what natural advertising is, the way it compares to paid options, and how one can create your technique.
Desk of Contents
What’s natural advertising?
Natural advertising is any advertising tactic that builds consciousness of your corporation by means of its personal benefit relatively than paid promotion. In different phrases, it’s advertising that your viewers finds naturally. This will embody weblog posts, case research, visitor posts, movies, emails, social media, PR, and different forms of content material.
The primary purpose of natural advertising is to extend brand awareness and construct a pure connection along with your viewers by means of instructional or entertaining content material.
After I give it some thought, it’s actually the concept of “inbound marketing” I first realized from HubSpot again in 2013 as a wee marketer.
It stated that individuals now not reply whenever you “push” your message on them by means of conventional outbound methods like billboards and commercials. These strategies interrupt folks after they’re going about their day, typically after they aren’t even out there.
Natural advertising, nonetheless, “pulls” folks in. It makes your corporation current and straightforward to search out after they’re actively searching for options. It attracts consumers who really want your providing, even when they don’t convert instantly.
Advantages and Drawbacks of Natural Advertising and marketing
What are the advantages of natural advertising? Properly, general, it creates a greater, much less intrusive buyer expertise, establishes belief along with your audience by sharing actual worth, and makes use of low-cost mediums and techniques.
Sounds good, doesn’t it?
The one actual disadvantage is that it might take an prolonged time period to see outcomes. Weblog articles and web site pages take time to get crawled and listed by serps. It takes time to construct a following on social media. It takes time to construct an electronic mail listing.
Paid advertising bypasses all that — however extra on that shortly.
Natural Advertising and marketing Channels
Earlier than we dive into the precise variations between natural and paid advertising, let’s focus on the commonest forms of natural advertising channels.
In truth, most mediums or channels might be natural should you simply allow them to do their factor (with out paid backing), however these are those we usually see:
- Natural Social Media Advertising and marketing
- Blogging
- Visitor Running a blog
- SEO (Natural Search Engine Advertising and marketing)
- Person-generated Content material
- E-mail Newsletters
- Public Relations/Media Relations
- YouTube Movies
- Podcasts
Natural Social Media Advertising and marketing
Not too long ago, I noticed a meme that stated one thing like, “Image it: It’s 2011. You simply took a nasty photograph of your cup of espresso. You place a sepia filter on it and posted it to your 12 followers. It bought zero likes. Life is sweet.”
This, my buddies, was the golden age of natural social media.
You posted content material to your profile or account that might solely be seen by your followers within the feed or, should you had been fortunate, found by means of a share, hashtag, or hyperlink.
There have been no paid advertisements or sponsored posts, so whenever you did get a ton of engagement or site visitors, you knew you earned it.
A number of the perks of natural social media? It’s free to get began, and relying on the platform, it may very well be a video, picture, weblog article, or perhaps a product evaluate.
Learn: Social Media Marketing: The Ultimate Guide
Running a blog
This one’s fairly self-explanatory, so I’ll be fast.
Weblog posts are long-form written articles printed on your blog or web site to share data, information, or your organization’s distinctive perspective along with your viewers.
They’ll showcase your credibility and experience to construct belief with potential consumers and persuade them you’ll ship in your guarantees.
Weblog articles are usually search-engine optimized to assist your web site get discovered, and, minus the price of a content material author, starting a blog is fairly low-cost.
Need assistance establishing your weblog? Check out our free blog maker.
Visitor Running a blog
Guest blogging is whenever you write weblog articles for publications apart from your individual. I did this quite a bit for previous employers. The truth is, HubSpot was one among my most frequent locations.
The purpose is to get publicity to a brand new, related viewers and introduce your model to them. Usually, this implies contributing to a publication with bigger readership or extra engagement.
Search Engine Optimization (web optimization)
web optimization, or natural search engine advertising, is whenever you optimize content material in your web site or different on-line presence to be discovered by your audience by means of serps.
Whereas social media channels are likely to get essentially the most consideration, the very best place to spend your time with natural advertising is web optimization, because it tends to drive 1000%+ more traffic.
Not sure about your web optimization power? AI Search Grader and Website Grader can assist consider how your technique stacks up and the place it is advisable enhance.
Learn: How to Create an SEO Strategy for 2025 [Template Included]
Person-generated Content material (UGC)
UGC is content material your consumers create about your model, product, or providers. They haven’t been paid to publish or discuss you, however maybe they’ve been inspired to tag your model or use a specific hashtag.
This content material is nice as a result of it showcases what actual clients expertise and really feel after shopping for from you. It’s social proof of every part you declare.
Learn: How to Leverage User-Generated Content in Your Marketing Strategy
E-mail/Newsletters
Newsletters are long-form emails you ship to a listing of contacts who’ve opted to obtain them. As a result of these aren’t publicly posted on-line, these are an ideal place to be extra candid and unique with the data you share.
The truth is, electronic mail advertising, on the whole, is.
Additionally, not like many different channels we’re discussing right here, electronic mail doesn’t have a paid choice, although some advertisements are designed to appear to be electronic mail, similar to Gmail Sponsored Promotions.
Learn: How to Create an Email Newsletter [+ Expert Tips & Checklist]
Public Relations/Media Relations
With Public Relations (PR), we’re discussing media protection you didn’t pay or ask for. Assume product critiques, interviews, or options about your workforce, model, or supply.
YouTube Movies
YouTube is exclusive as a result of its movies are included within the search outcomes of its dad or mum firm Google. Many additionally contemplate it the world’s “second largest search engine.”
If you wish to give a video the very best potential to achieve a big, new viewers, YouTube is the platform to host it.
Learn: How to Start a YouTube Channel [Expert Tips + 30 YouTube Channel Ideas]
Podcasts
Video or purely audio, podcasts are a create approach to construct belief and relationships along with your viewers.
Mix’s Advertising and marketing Supervisor, Dan Stillgoe explained saying, “It‘s true that you would be able to’t straight attribute leads or income from a podcast, however that is not its objective.”
“Podcasts are the right means to enhance affinity and connection on your model and craft partaking and genuine content material — one thing consumers are starting to crave on this AI period.
“Whenever you understand these long-term and surrounding advantages, podcasting turns into a transparent and apparent funding.”
Learn: Podcasting in 2025: What You Need + 9 Steps To Get Started
Let’s check out some examples of natural advertising in motion.
Natural Advertising and marketing Examples
1. Chili’s Grill & Bar: Natural Social Media Advertising and marketing
One model that’s doing significantly effectively with its natural social media advertising these days is Chili’s Grill & Bar.
The American restaurant chain credit its “cheeky” humor on social media for serving to it join with Gen Z audiences and boosted enterprise.
According to Insider, “The dad or mum firm of Chili‘s, Brinker Worldwide, reported a 7.4% enhance in same-store gross sales at Chili’s in 2024; gross sales jumped 14% on the identical foundation within the first quarter of fiscal 2025.”
2. Canva: Weblog
You realize who has terrific natural weblog content material? (In addition to HubSpot, after all.) Canva.
The design software program firm shares complete, related content material on its weblog, which educates its viewers on graphic design on the whole and how one can use its instruments.
This content material speaks to their viewers’s pursuits and considerations, providing them the worth they crave for gratis and in addition positioning them as consultants of their area.
That is all whereas creating pages to get present in serps and shared/linked too.
3. Everlasting Works: Visitor Running a blog
Admittedly, visitor running a blog isn’t a channel we hear a lot about in 2025, however that doesn’t imply the advantages aren’t alive and effectively.
HubSpot has labored with a number of exterior contributors over time, together with Tim Jones.
Jones is a Founding Member of development company Everlasting Works and shares insights from his private gross sales expertise by means of articles like this one on our weblog.
We get high-quality, skilled content material and Jones will get to achieve a big, new international viewers. It’s a win-win.
4. Glossier: UGC
Quite a lot of manufacturers put money into user-generated content material nowadays. The truth is, the 2025 State of Marketing discovered that it’s one of many high three channels entrepreneurs plan to extend their funding on this yr. Glossier is one model that has all the time completed UGC significantly effectively.
The wonder model encourages UGC by providing possibilities to be featured and creating enjoyable, interactive experiences in its retail areas.
That is additionally an ideal instance of natural social media advertising.
5. Airbnb: E-mail
Whereas nonetheless promotional, Airbnb’s emails go for the “mushy sale.” On this instance, they use a scientific reality in regards to the results of being round water on people to focus on its choices with crisp pictures and compelling calls-to-action like “play it cool.”
6. HubSpot Advertising and marketing: YouTube
Our HubSpot Marketing YouTube Channel is all about sharing actionable advertising and enterprise data, nevertheless it’s not solely promotional.
As a discovery channel, YouTube permits us to construct consciousness by sharing content material that speaks to widespread enterprise ache factors, and our viewers will get worth whether or not they’re a HubSpot person or not.
Natural Advertising and marketing vs. Paid Advertising and marketing
Whereas natural advertising is concentrated on producing site visitors to your website over time, paid advertising, or inorganic advertising, makes use of paid strategies to focus on, attain, interact, and convert audiences rapidly.
Paid and inorganic advertising methods embody:
- Paid Search Advertisements (i.e. Key phrase Advertisements)
- Paid Social Media Advertisements (i.e. Sponsored Posts, Boosted Posts)
- Sponsored Articles
- Show Advertisements
- Video Advertisements on YouTube, and so on.
- Paid Media Mentions
- Shoppable Advertisements on Social Media
In a nutshell, it’s conventional promoting with a digital, data-driven twist. You may micro-target your perfect viewers and attain individuals who you’ll have by no means gotten in entrance of in any other case. (Fb Advertisements, for instance, are famend for this.)
Plus, you may assure distinguished placement over opponents on the platforms your audience is already utilizing, like Google or TikTok.
Whereas natural advertising could also be measured on the whole return on funding (ROI), paid advertising is often measured in return on ad spend (ROAS). Then again, each might observe and set objectives for impressions, conversion charges, and site visitors, amongst different issues.
On the finish of the day, all advertising is about attracting an viewers and in the end closing gross sales. The important thing variations between natural advertising and paid advertising come right down to value and pace towards the purpose.
Moreover, natural advertising and paid advertising can and sometimes ought to work collectively. As an illustration, if somebody comes throughout your web site organically, you may retarget them later with paid advertisements (on social media, serps, and so on.).
So, wait — does natural advertising nonetheless work in 2025?
Right here’s the factor: Natural advertising nonetheless exists. I exploit it virtually day by day for myself and my facet hustles, and also you can get outcomes from it. However the atmosphere has modified — and outcomes aren’t straightforward.
The web is a worldwide market, which means somebody may very well be your competitor on-line even when geographically, they might by no means truly steal your clients. Type of wild, proper?
With that a lot competitors for consideration plus each platform’s transfer to monetize, natural outcomes (like site visitors, engagement, follower development) have turn out to be more durable to return by. Algorithms and noise bury nice content material and types. The perfect options typically get missed.
Paid advertising goals to beat that. It guarantees to get you previous all of the noise and in entrance of your clients, however, after all, it comes at a value. Not each enterprise can afford to pay to play this fashion.
Personally, I believe each paid and natural advertising are wanted.
Natural advertising needs to be the muse and huge focus of your effort, whereas paid needs to be used strategically to boost it. Generally, paid can assist you identify that basis, or as I discussed earlier, natural can assist you inform your paid technique.
No matter method you select, you’ll want a method to get you began.
Natural Advertising and marketing Technique
- Determine your mediums.
- Create your content material calendar/backlog.
- Create content material.
- Optimize your content material.
- Put up
- Consider and enhance.
Now that you realize the ins and outs of natural advertising, how do you create a method?
1. Determine your mediums.
To construct an natural advertising technique, you first have to know what sort of content material you need to put money into. The best approach to determine this out is by analyzing your ideal buyer persona in addition to your present site visitors sources.
Natural advertising solely works whenever you really perceive your viewers and what they need to see.
So, ask your self the place you at the moment get essentially the most natural site visitors. Is it out of your YouTube channel, weblog posts, or electronic mail newsletters? Then, take into consideration how your perfect viewers often discovers a enterprise like yours. (Trace: It’s social media for the majority of consumers nowadays.)
These are the 2 areas you need to give attention to initially. After getting some content material going, you may see how they carry out after which fine-tune your technique.
2. Create your content material calendar/backlog.
As soon as you realize your channels, it is time to begin creating content material. However you may’t publish simply something — it must be content material your viewers truly finds precious.
Should you’re running a blog, keyword research and competitor analysis can assist you construct a listing of key phrases and subjects that you would be able to sort out. These may also be used for YouTube movies and social media content material.
It’s additionally good to begin by answering widespread questions folks have associated to your product or trade. Nothing is simply too primary. The truth is, an experiment by Conductor discovered shoppers who learn early-stage instructional content material are 131% extra probably to purchase from a model instantly than those that don’t.
Addressing considerations (good or dangerous) helps your viewers really feel heard and seen. It helps you stand out as a reliable, sincere useful resource and in addition provides your model an opportunity to indicate your viewers you realize what you’re speaking about.
Few issues make somebody need to purchase from you extra.
Get your content material concepts into a dated content calendar and even only a listing in a spreadsheet or textual content doc (I did this for a lot of yr).
Be as scrappy as you need to get began. Simply get the concepts out and recorded so that you’re not continuously asking your self “what ought to I publish?”
Should you’re a company nerd like I’m, download our free editorial content templates. They can assist you propose and optimize your advertising content material on Microsoft Excel, Google Sheets, or Google Calendar.
3. Create content material.
Now for my favourite half — creating!
Write the weblog. Design the graphic. Movie the video. Curate the UGC.
Don’t overlook there are many AI instruments that will help you get began right here. HubSpot’s Free AI Content Writer, for instance, can assist you generate weblog content material, web site copy, and social posts amongst different issues.
However keep in mind — this content material is only a jumping-off level. AI-generated content material is unoriginal by nature. Taking the time to edit and humanize it earlier than utilizing is non-negotiable.
Be taught “How to Humanize AI Content So It Will Rank, Engage, and Get Shared in 2025.”
4. Optimize your content material.
You’ve bought your natural advertising content material, now it’s time to make it shine. Optimize your work so it is going to present up on serps and seem its finest on social media.
In terms of SEO, this often means utilizing your goal key phrases in any writing (weblog articles, video descriptions, social media posts). However it additionally means ensuring your social media movies and graphic meet the technical specs of their platforms.
Like should you’re designing a body or filming a video for an Instagram Story, it needs to be framed vertically. Going towards the size of your designed medium or platform creates a poor person expertise.
5. Put up.
Hit that publish or publish button!
Be aware: Should you’re a HubSpot person, you may draft and publish blogs, schedule social media posts, and send emails proper inside your portal. With our Ads software, you may also run and handle advertisements on Google, LinkedIn, Fb, and Instagram.
6. Consider and enhance.
Regardless of how a lot knowledge you base them on, deal with each piece of natural advertising as an experiment. You may by no means actually know the way one thing will carry out till it is out on this planet. So as soon as your work is reside, monitor and observe its efficiency.
HubSpot Reporting generally is a single supply of fact for all of your natural advertising knowledge. You should use to view your web site site visitors sources, analyze social media publish engagement, and observe electronic mail opens and clicks amongst different issues.
It was my private favourite even earlier than becoming a member of the workforce, however no matter platform you select ought to supply related analytics.
This knowledge will enable you see what‘s truly working and what isn’t on your natural advertising and enable you pivot, evolve, and enhance your technique as wanted.
Don’t Sleep on Natural Development in 2025
Whereas paid advertising has its simple benefits — pace, precision, and visibility — natural advertising brings long-term advantages that no sum of money can replicate: belief, authority, and a neighborhood of loyal clients.
The key lies in hanging the precise stability.
Use natural advertising to create a powerful basis of high quality content material, significant interactions, and a recognizable model presence. Then, improve your efforts strategically with paid campaigns to amplify your attain or goal particular audiences.
In a panorama the place the competitors for consideration grows fiercer by the day, natural advertising is your alternative to face out by being real, useful, and constant. So, why accept fast wins when you may construct a sustainable future on your model?
With the right combination of creativity, optimization, and persistence, natural advertising might be your strongest ally in 2025 — and past.
Editor’s notice: This publish was initially printed in September 2021 and has been up to date for comprehensiveness.
