Why It is So Onerous to Create Unique Content material (and What to Do About It)

All content material creators understand that originality is crucial. Remakes and reboots exist in Hollywood, benefiting from profitable older films by overhauling them and presenting them for a brand new viewers. Nonetheless, even these transformations sometimes fail until they genuinely add one thing novel to the expertise. If you happen to write an article or create a video that’s a easy rehash of one thing another person already did, not solely will you fail to get worth out of the piece you created, you may additionally run into popularity points, turning into generally known as a plagiarizer.

However in case you’ve been creating content material for a short while, you could have hit a major plateau. Because of this, you would possibly really feel it’s exceptionally tough to create work that’s really authentic and differentiated out of your opponents’ content material.

Why is it so laborious to create authentic content material, and what are you able to do about it?

Why It’s Onerous to Create Unique Content material

Let’s check out the issue from a floor degree. There are various obstacles in the best way of your authentic content material creation and plenty of sub-problems that must be addressed.

For instance:

  • The saturation downside. You don’t must be a content material analytics genius to know the oversaturated content material world. There are a whole lot of hundreds of thousands of individuals actively creating content material on the Web, and hundreds of thousands of them are investing closely in selling their very own work. We’ve had greater than 20 years of a thriving, blog- and social media-centric on-line atmosphere, and so the quantity of content material in circulation has compounded over time. As well as, increasingly persons are recognizing the advantages of content material advertising and marketing and are flooding the market with much more work. Looking for a subject that hasn’t already been accomplished to demise is excruciatingly powerful.
  • The profitable method downside. There’s additionally an issue with the “profitable method” for content material technology. Have you ever observed that many YouTube movies recently have thumbnails the place an individual is making a shocked face, titles that suggest one thing surprising, and the size of simply over 10 minutes? That’s as a result of a lot of these movies are likely to do exceptionally nicely inside the confines of YouTube’s algorithm. You possibly can blame the content material creators for resorting to clickbait, or copying the ways of their opponents, nevertheless it’s nonetheless the logically affordable factor to do. If you happen to don’t comply with the tenets of profitable content material, it’s possible you’ll be authentic, however you’ll fall flat with audiences. If you happen to resort to ways like these, you’ll don’t have any hope of making one thing really authentic.
  • The artistic stagnation downside. When you’ve created 100 movies on a given subject, It turns into laborious to develop new methods to cowl the topic. Most content material creators endure some type of burnout or author’s block sooner or later, discovering themselves unable to provide you with authentic materials or realizing that many of the work they’ve accomplished to this point is, indirectly, unoriginal. This artistic stagnation can persist for years and make it extremely tough to interrupt via the plateau.
  • The chance downside. Anybody can provide you with a technically new concept. You possibly can create an avant-garde video or attempt to write a chunk of content material that breaks each running a blog norm that’s ever been written. However these items most likely gained’t achieve success as a result of they deviate from the norm a lot. Every bit of really authentic content material is an inventory to its creator, presenting a danger with each new piece of content material technology and punishing these you attempt to break freed from conventions.

The Demand for Originality

With all these obstacles in the best way, why hassle attempting to be authentic? Can’t you simply copy your opponents’ ways and nonetheless see affordable outcomes?

The quick reply is sure, you’ll be able to technically get first rate outcomes with mediocre content material so long as you produce it steadily and also you do your finest to tell and entertain your readers. Nevertheless, authentic content material might provide you with a tremendous benefit, setting you other than the group and giving folks one thing they genuinely need – as an alternative of one thing that hardly meets their minimal standards.

Easy methods to Create Extra Unique Content material

So what steps can you are taking to create extra authentic content material?

  • Get concepts all over the place. First, attempting to get concepts all over the place. You’re most likely already conversant in the idea that you could’t power creativity; in case you sit down at your desk with 20 minutes of spare time with the intention of arising with a brand new concept, you’re solely going to stroll away disenchanted. Creativity tends to emerge after we are bored and unoccupied – which is why it’s so essential to be open to new concepts irrespective of the place you’re or what you’re doing. You possibly can search for content material concepts, particularly as brainstorming instruments. Nonetheless, it’s additionally essential to maintain an open thoughts when interacting with different folks, studying new issues, and even if you’re alone along with your ideas within the bathe.
  • Search for holes within the canon. Subsequent, search for spots within the canon that must be stuffed. Take note of your opponents and see what kinds of content material they’re creating. Are there any important subjects in your business that haven’t been coated by considered one of your rivals already? Are your prospects asking questions that aren’t sufficiently coated on the Web someplace? Each gap is a chance in case you’re artistic sufficient to discover a solution to fill it.
  • Prioritize authenticity. One of many greatest issues with the surge in content material advertising and marketing’s reputation is the decline of authenticity. Manufacturers all over the place have resorted to producing probably the most placid and most secure content material they will, for worry of offending readers or negatively disrupting the business. Because of this, their content material reads like a boardroom of stuffy professionals assembled it. In fact, that doesn’t imply {that a} loose-end informal method will probably be appropriate in your model, however in case you communicate from the guts and inject your character somewhat bit, you’ll discover it a lot simpler to face out from the group.
  • Share one thing really new. If in case you have really distinctive data to share, you’ll discover it straightforward to develop an authentic content material headline. In fact, the commonest path to discovering new data is authentic analysis; even easy research, leveraging the ability of buyer surveys and primary human commentary, can result in findings that almost all of your readership will discover priceless.
  • Get extra folks contributing. Even working inside a small group, you don’t need to do all of the content material creation work your self. It’s a lot better in case you work with a whole group and get content material concepts from each member. As well as, work with a number of writers in your employees and contemplate accepting contributions from visitor writers; not solely will it restrict the quantity of guide effort it’s important to spend creating content material, nevertheless it also needs to enable you cowl new subjects and canopy previous subjects from new angles.
  • Diversify your content material danger. Chances are you’ll not wish to danger offending the search engine gods with a Piece of really novel content material that incorporates controversial opinions, nor do you wish to stake your complete model popularity on a essentially new content material medium that would drive folks away. That’s why you need to deal with your content material portfolio like an funding portfolio and diversify your danger. Be certain that to incorporate a number of items of “dangerous” content material, grounded by much less authentic and safer contributions. No one stated all of your content material needed to be groundbreaking.


Know-how will assist resolve the “authentic content material” downside, at the least in some methods. New methods of creating and interacting with content material will emerge, stimulating the creativity of numerous content material creators and galvanizing them to provide you with contemporary takes. However, in fact, you’ll be able to’t depend on this completely, so ensure you put money into content material originality methods that let you separate your self from the pack and make higher, extra thrilling appeals to your target market.

Picture Credit score: Artem Podrez; Pexels; Thanks!

Timothy Carter

Chief Income Officer

Timothy Carter is the Chief Income Officer of the Seattle digital advertising and marketing company web optimization.co, DEV.co & PPC.co. He has spent greater than 20 years on the planet of web optimization and digital advertising and marketing main, constructing and scaling gross sales operations, serving to corporations enhance income effectivity and drive progress from web sites and gross sales groups. When he isn’t working, Tim enjoys taking part in a number of rounds of disc golf, operating, and spending time along with his spouse and household on the seashore — ideally in Hawaii with a cup of Kona espresso. Observe him on Twitter @TimothyCarter

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