The Semrush Content Toolkit helps you create, optimize, and repurpose content that performs everywhere your audience searches—from Google and social media to AI search platforms like ChatGPT.
What Is the Content Toolkit?
The Content Toolkit is an all-in-one workspace for content and SEO professionals who want to increase visibility across modern search channels—SEO, AI search, and social platforms.
It connects every stage of your content process:
- Topic research with Topic Finder
- Brief creation with SEO Brief Generator
- Article generation with AI Article Generator
- Optimization for both SEO and AI search
- Repurposing into social and email formats
- Publishing across different channels from one place
All actions happen in a single interface powered by chat and board view, so you can work faster and stay organized.
Why Use the Content Toolkit?
The Content Toolkit helps you:
- Be visible everywhere your audience searches—Google, social, and AI platforms
- Automate repetitive tasks while staying in control of tone and strategy
- Create content that feels like your brand using adaptive AI generation
- Act on clear data from Semrush to focus on what drives visibility and performance
It’s designed for marketers, SEOs, and teams who need to create and manage high-performing content without juggling multiple tools.
How to Get Started
You can access the Toolkit from the Content tab in the Semrush main navigation.
Once you open it, you’ll see the Content Dashboard—the central hub where all content creation, optimization, and repurposing workflows begin.
Step 1. Choose How You Want to Start
On the Content Dashboard, you can start in one of three ways:
- Create new content. Generate a new article from scratch or a topic idea
- Optimize for AI Search. Improve your existing content’s visibility in Google and AI search results
- Repurpose article. Turn published articles into social posts or emails
You can also type directly in the chat input to start any workflow. The Content Toolkit automatically detects your intent and launches the relevant process.
Step 2. Create New Content
- Click Create new content on the dashboard.
- Select your preferred content format (e.g., blog post, article, email, etc.).
- Enter your topic or keyword in the chat prompt.
- Review the AI-generated suggestions for headlines or outlines.
- Confirm to generate a full draft.
The article will appear as a card in your board—ready for editing, optimization, or repurposing.
Pro tip: Start from a Topic Finder or SEO Brief Generator to base your article on real data and keyword intent.
Step 3. Optimize for AI Search
- Click Optimize for AI Search.
- Choose one of the options:
- Paste your text directly
- Enter a page URL
- Pick an existing article from your board
- The AI Search Optimizer analyzes your content for both SEO and AI visibility.
- Review the ranked list of improvements and apply them directly in the editor.
Each recommendation includes a quick-fix option so you can make updates instantly without switching tools.
Pro tip: Run optimization regularly—AI Search visibility changes faster than traditional SEO rankings.
Step 4. Repurpose Existing Articles
- Click Repurpose article on the dashboard.
- Select an existing piece of content.
- Choose your desired format:
- Social post (LinkedIn, Facebook, Instagram, X, Pinterest)
- Email newsletter
- Google Business Profile post
- Follow the guided chat to tailor tone and format.
- Publish or schedule your post directly via:
- Semrush Social Poster
- Mailchimp
- WordPress
- Zapier
Repurposing helps you amplify one strong piece of content across multiple channels without rewriting from scratch.
Step 5. Manage Your Content in “My Content”
Every item you create, optimize, or repurpose is stored under My Content.
From here, you can:
- View all content in one place
- Revisit and edit drafts
- Track suggestions and improvements
- Approve and publish directly
“My Content” also displays Semrush-generated suggestions for future optimization or repurposing opportunities.
Frequently Asked Questions
Can I optimize content that wasn’t created inside the Toolkit?
Yes. You can simply paste text or provide a URL. AI Search Optimizer will scan and suggest improvements.
What’s the difference between SEO optimization and AI Search optimization?
SEO optimization improves performance in traditional search engines. AI Search optimization enhances how your content appears and is referenced by large language models (LLMs) and AI-powered search tools like ChatGPT.
Does the AI adjust to my writing style?
Over time, the Content Toolkit learns from your edits and prompts—helping generated content align with your brand’s tone and vocabulary.
Is repurposing automatic?
The Content Toolkit drafts the repurposed version automatically, but you can edit and approve every piece before publishing.