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Why It’s So Hard to Create Original Content (and What to Do About It)

Why It's So Hard to Create Original Content (and What to Do About It)
Written by Publishing Team

All content creators understand that originality is essential. Reproductions and reruns exist in Hollywood, where they capitalize on successful old films by reforming them and introducing them to a new audience. However, even these transformations usually fail unless you add something new to the experience. If you write an article or create a video that is a simple rehash of something someone else has already done, you will not only fail to get value from the piece you created, but you may also have reputation issues, becoming known as a plagiarist.

But if you are creating content for a short period of time, you may have reached a significant stage of stability. As a result, you may feel that it is very difficult to create work that is truly original and distinct from the content of your competition.

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

Why is it so hard to create original content

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

For example:

  • Saturation problem. You don’t need to be a content analysis genius to know the world of hypersaturated content. There are hundreds of millions of people actively creating content on the Internet, and millions of them are investing heavily in promoting their work. We have been through more than 20 years of a burgeoning internet environment centered around blogging and social media and thus the volume of content circulating has doubled over time. In addition, more and more people are realizing the benefits of content marketing and flooding the market with more work. Trying to find a topic that hasn’t been done to death is very difficult.
  • Successful formula problem. There is also a problem with the “successful formula” for content generation. Have you noticed that many YouTube videos lately contain thumbnails of the person with a sudden face, titles that suggest something shocking, and are just over 10 minutes in length? That’s because these types of videos tend to perform exceptionally well within the confines of the YouTube algorithm. You can blame creators for resorting to clickbait, or copying their competitors’ tactics, but it still makes sense to do so. If you don’t follow the principles of successful content, you may be original, but you will fail to engage with the masses. If you resort to such tactics, you will have no hope of creating something truly original.
  • The problem of creative stagnation. Once you have created 100 videos on a particular topic, it becomes difficult to develop new ways of covering that topic. Most content creators experience some form of burnout or writer’s block at some point, finding themselves unable to create original material or realizing that most of the work they’ve done so far is, in a way, unoriginal. This creative stagnation can last for years and make it very difficult to break through a plateau.
  • danger problem. Anyone can technically come up with a new idea. You can make a cutting edge video or try to write a piece of content that breaks every blog rule ever written. But these pieces probably won’t work because they deviate from the norm so much. Every piece of truly original content is a list of its creator, which presents a risk with each new piece of content creation and punishes those you attempt to break free from the norms.

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

The short answer is yes, you can technically get decent results with mediocre content as long as you produce it consistently and do your best to inform and entertain your readers. However, original content can give you an amazing advantage, keeping you away from the audience and giving people something they really want – rather than something that barely meets their minimum standards.

How to create more original content

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

  • Get ideas everywhere. First, try to get ideas all over the place. You are probably familiar with the concept that you cannot force creativity; If you sit at your desk and have 20 minutes of free time with the intention of coming up with a new idea, you will walk away frustrated. Creativity tends to emerge when we are bored and unoccupied – which is why it’s so important to be open to new ideas no matter where you are or what you’re doing. You can search for content ideas, specifically as brainstorming tools. However, it is also important to be open when interacting with other people, learning new things, or even when you are alone with your thoughts in the shower.
  • Look for holes in the canon. Next, find the places that need to be filled in the canon. Pay attention to your competition and see what types of content they’re creating. Are there any important topics in your field that one of your competitors has not already covered? Are your customers asking questions that aren’t covered enough somewhere online? Every hole is an opportunity if you’re creative enough to find a way to fill it.
  • Prioritize credibility. One of the biggest problems with the increasing popularity of content marketing is declining credibility. Brands everywhere have resorted to creating the quietest and safest content possible, for fear of offending readers or negatively disrupting the industry. As a result, their content reads like a boardroom of die-hard professionals who put it together. Of course, this doesn’t mean that a casual, casual style will be a good fit for your brand, but if you speak from the heart and introduce your personality a little, you’ll find it much easier to stand out from the crowd.
  • Share something really new. If you have really unique information that you want to share, you will find it easy to develop an original content title. Of course, the most popular way to find new information is the original search. Even simple studies, which take advantage of the power of customer surveys and basic human observation, can produce results that the majority of readers will find valuable.
  • Get more people to contribute. Even working on a small team, you don’t have to do all the content creation work yourself. It is much better to work with an entire team and get content ideas from each member. Additionally, work with several writers on your team and consider accepting contributions from guest writers; Not only will it limit the amount of manual effort you have to spend creating content, but it should also help you cover new topics and cover old topics from new angles.
  • Diversify your content risks. You might not want to risk insulting the search engine gods with a piece of really fresh content with controversial opinions, nor would you want to risk your entire brand reputation on an essentially new content medium that could drive people away. That’s why you should treat your content portfolio as an investment portfolio and diversify your risk. Be sure to include several pieces of “risky” content, based on contributions that are less authentic and safer. No one said all of your content had to be groundbreaking.


Technology will help solve the “original content” problem, at least in some ways. New ways to create and interact with content will emerge, spurring the creativity of countless content creators and inspiring them to create new snippets. But, of course, you can’t rely on this exclusively, so make sure you invest in content originality strategies that allow you to separate yourself from the pack and deliver better, more exciting appeals to your target audience.

Image credit: Artem Podrez; Pixels. thank you!

Timothy Carter

Chief Revenue Officer

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

About the author

Publishing Team