Why is it so difficult to create original content (and what to do about it)

All content creators realize that originality is essential. Remakes and reboots exist in Hollywood, taking advantage of old hit movies by reviewing them and presenting them to a new audience. Still, even these transformations often fail unless they really add something new to the experience. If you write an article or create a video that is a simple repetition of something someone else has already done, not only will you not get value from the piece you created, but you may also run into reputational issues and become a plagiarist.

But if you’ve been creating content for a while, you may have hit a significant plateau. As a result, you may feel that it is exceptionally difficult to create work that is truly original and sets itself apart from the content of your competitors.

Why is it so difficult to create original content and what can you do about it?

Why is it difficult to create original content

Let’s take a look at the problem from ground level. There are many obstacles in the way of creating original content and many sub-issues that need to be addressed.

For example:

  • The problem of saturation. You don’t have to be a content analytics genius to see the world of over-saturated content. There are hundreds of millions of people actively creating content on the Internet, and millions of them are investing heavily in promoting their own work. We’ve had over 20 years of a thriving online environment focused on blogging and social media, so the amount of content in circulation has increased over time. Additionally, more and more people are recognizing the benefits of content marketing and are flooding the market with even more work. Trying to find a topic that has not been covered ad nauseam is excruciatingly difficult.
  • The problem of the successful formula. There is also a problem with the “hit formula” for generating content. Have you noticed that lately many YouTube videos have thumbnails in which a person makes a surprised face, titles that hint at something shocking, and are just over 10 minutes long? This is because these types of videos tend to perform exceptionally well within the limits of the YouTube algorithm. You could blame content creators for resorting to clickbait or copying the tactics of your competitors, but it is still the logically reasonable thing to do. If you don’t follow the principles of successful content, you can be original, but you will fail with the public. If you resort to tactics like these, you will have no hope of creating something truly original.
  • The problem of creative stagnation. Once you have created 100 videos on a certain topic, it becomes difficult to develop new ways to cover the topic. Most content creators experience some form of burnout or writer’s block at some point, find themselves unable to create original material, or realize that most of the work they have done thus far is somehow little. original. This creative stalemate can persist for years and make it incredibly difficult to break out of the stagnation.
  • The problem of risk. Anyone can have a technically new idea. You can create a cutting edge video or try writing content that breaks every blogging standard ever written. But these pieces will probably not be successful because they deviate so much from the norm. Every piece of truly original content is a list for its creator, which presents a risk with every new piece of content that is generated and punishes those who try to break free from the conventions.

The demand for originality

With all these obstacles in the way, why bother trying to be original? Can’t you just copy your competitors’ tactics and still see reasonable results?

The short answer is yes, you can technically get decent results with mediocre content as long as you consistently produce it and do your best to inform and entertain your readers. However, original content could give you an incredible edge, setting you apart from the crowd and giving people something they really want, rather than something that barely meets your minimum criteria.

How to create more original content

So what steps can you take to create more original content?

  • Get ideas everywhere. First, trying to get ideas everywhere. You are probably already familiar with the concept that you cannot force creativity; If you sit at your desk with 20 minutes of free time with the intention of coming up with a new idea, you will only be disappointed. Creativity tends to arise when we are bored and idle, which is why it is so important to be open to new ideas no matter where you are or what you are doing. You can search for content ideas, specifically as brainstorming tools. Still, it’s also important to keep an open mind when interacting with other people, learning new things, or even when you’re alone with your thoughts in the shower.
  • Look for holes in the canon. Next, look for spaces in the canon that need to be filled. Pay attention to your competitors and see what types of content they are creating. Is there a critical topic in your industry that has not yet been covered by one of your rivals? Are your customers asking questions that are not sufficiently covered on the Internet somewhere? Every hole is an opportunity if you are creative enough to find a way to fill it.
  • Prioritize authenticity. One of the biggest problems with the rise in popularity of content marketing is the decline in authenticity. Brands around the world have resorted to generating the most placid and secure content possible, for fear of offending readers or negatively impacting the industry. As a result, your content reads like it’s been put together by a boardroom of outdated professionals. Of course, that doesn’t mean a loose casual approach is right for your brand, but if you speak from the heart and inject a little personality into it, you’ll find it much easier to stand out from the crowd. .
  • Share something truly new. If you have truly unique information to share, it will be easy for you to develop an original content title. Of course, the most common route to finding new information is original research; Even simple studies, harnessing the power of customer surveys and basic human observation, can lead to findings that most of your readers will find valuable.
  • Get more people to contribute. Even working within a small team, you don’t have to do all the content creation work yourself. It’s much better if you work with an entire team and get content ideas from each member. Also, work with several writers on your staff and consider accepting contributions from guest writers; Not only will it limit the amount of manual effort you have to put into creating content, it should also help you cover new topics and cover old topics from new angles.
  • Diversify your content risk. You may not want to risk offending the search engine gods with a truly novel piece of content containing controversial opinions, nor do you want to risk your entire brand reputation on a fundamentally new content medium that could turn people away. . This is why you should treat your content portfolio like an investment portfolio and diversify your risk. Be sure to include several pieces of “risky” content, based on less original and more secure contributions. Nobody said that all your content had to be innovative.


Technology will help solve the “original content” problem, at least in some respects. New ways of creating and interacting with content will emerge, stimulating the creativity of countless content creators and inspiring them to create new approaches. But of course, you can’t rely solely on this, so be sure to invest in content originality strategies that allow you to stand out from the rest and make better and more attractive appeal to your target audience.

Image credit: Artem Podrez; Pexels; Thanks!

Timothy carter

Revenue Director

Timothy Carter is the chief revenue officer for the Seattle digital marketing agency. SEO.co, DEV.co Y PPC.co. He has spent more than 20 years in the world of SEO and digital marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive growth for websites and sales teams. When he’s not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach, preferably in Hawaii, with a cup of Kona coffee. Follow him on Twitter @TimothyCarter


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