4 Steps to Create Original Content
“Create original content” is a commandment of one-person business growth.
We’re living in the post-information age where any piece of knowledge is already available (likely for free) through Google search or AI input. Generic content, vague tips, and copy/paste quotes are dead. People aren’t interested in facts. People are interested in perspective. Insight over information is the new motto for successful content creation.
The most successful content creators have a knack for finding an angle. They make it look easy. But the truth is they’ve mastered techniques and frameworks to ideate and articulate original concepts. This article hands over those frameworks, giving prompts to create original content that stands out.
What is Original Content?
Original content is anything you create that offers your own unique perspective.
This doesn't mean every idea has to be completely new to the world, but it should be expressed in your own voice. Here's what makes content original:
Insights & Viewpoints: People have been buying books about the same topics for generations. They keep buying because they’re looking for new insights into persistent problems. Your perspective is valuable, even if the topic isn't new. Your take on trends, analysis of events, and problem-solving based on your experience is originality.
Your Stories: Storytelling in content marketing makes insights and perspectives interesting to read. They show your approach in action, the struggles you've overcome, and the lessons learned along the way. Share those journeys, and people won't just see your expertise, they'll believe in it.
Voice & Style: Your voice is your signature. It's the attitude, the rhythm, and the word choices that make your content undeniably yours. Own your style, whether it's bold, playful, or thoughtfully precise – that's what makes people connect. We’ll talk more about developing your voice below.
Let’s walk through how to do this in your real life content marketing.
UNORIGINAL Content will cost you visibility
Imposter syndrome tells us our perspective doesn’t matter. It convinces us our story is boring.
But consider this — Do you get déjà vu scrolling social media?
Original content is hard to come by in a world that glamorizes a more is more approach to content creation. Creativity is stifled by the pressure to produce — and unfortunately, it makes social media a breeding ground for copycats and copy-pasted popular quotes.
The same trending audio, the same posts telling about the trending audio... It's all a little predictable.
And it’s all about to change.
In April 2022, Instagram began prioritizing original content in feeds. In April 2024, the platform doubled down. Not only will IG deactivate accounts regularly aggregating posts from other creators, any reshared post will rank lower in feeds — killing reach and engagement.
This is great news for original creators — and bad news for people who copy them.
An inability to create original content will cost solopreneurs visibility.
Unoriginal content is often a symptom of low self-confidence developing and articulating ideas.
But you can develop processes that tap into your unique ideas, voice, and stories to make producing original content easier — even when you’re strapped for time.
Step One: Consume & Capture
“There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.”
Originality isn’t always about new ideas. It’s about new ways of looking at old ideas.
The best content creators don't just regurgitate information; they analyze it by filtering it through their lens to add something new to the conversation.
Be observant and consume content intentionally to come up with original content ideas. Aside from your own life, leverage these resources:
Reading articles and books
Mining social media comments
Listening to podcasts or TED talks
Researching current trends and statistics
Taking courses or watching YouTube videos
Apply the Learn, Dissect, Connect framework to develop insights that make content worth consuming.
Learn: If your idea bank in your brain is empty, queue it up with quality. Information gathering is the first step. Don’t overthink it. Start with a topic that interests you within your area of expertise. Have a notepad or app handy. Jot down any of the following that jump out at you:
Dissect: Develop original insights by socratic methoding yourself. Ask a series of questions like:
How does this challenge conventional wisdom?
What practical application can I derive from this?
What does this make me want to say or do?
Connect: Connect the dots and you’ll win over an audience. Can you combine new insights with your existing views to paint a big picture for your audience?
Look to your:
Brand values
Brand mission
Experiences and results
Core beliefs and messages
Previous content and past learnings
Store these in a content bank to develop a go-to list of original content ideas.
Step Two: Articulate
A good idea and articulating a good idea are two different things.
Get your initial thoughts down without worrying about polished wording. The goal is to get words on a blank page.
Think about how you'd explain this idea to a friend over coffee. Use that natural, conversational tone as the base for your writing. You can refine it later. Even if you're writing a practical guide, weave in anecdotes, stories, and personal experiences. This is what makes your content “you.”
To get better at articulating your original ideas, write more. Mimicking the masters will help you find your style. Hand-copy effective ads, memorable quotes, or impactful article excerpts. This trains your brain to recognize the patterns of memorable writing. The greats do this all the time. For example:
Judd Apatow copied SNL scripts to master comedic timing.
Hunter S. Thompson rewrote "The Great Gatsby" to learn style.
Stephen King retyped stories by his favorite authors to learn pacing.
Aaron Sorkin studied the plays of David Mamet to master rapid-fire, witty dialogue.
This practice is about understanding what makes their writing impactful, and using those elements to express your own unique ideas.
Warning: Imposter syndrome creeps in. Many people struggle to articulate their ideas out of fear of not sounding smart enough. When it does, I remind myself:
The“I wish I wrote that” feeling is a fixed mindset.
Ask, How does what they say show up in my own life?
How “Can my experience provide better insight on this topic?”
Gamify improvement to enjoy the process.
Step Three: Format & Workflow
Once you've got the raw material (your original ideas) articulated, it's time to package it for publication.
The same idea can (and should) be communicated through different formats for a couple reasons.
Firstly, a good idea is only valuable if it’s understood. By communicating your ideas in different formats, you’ll help a wider audience understand and benefit from your thought leadership.
The second is to get more visibility from your effort. One good idea can become a blog post, a short form video, infographics, a series of insightful tweets, or a storytelling carousel on Instagram.
Think about the best format to get your point across and where your audience hangs out online to help you choose the best format. I take a top down approach to create original content — starting with the longest piece of content first before breaking it out into social media posts. Here is my workflow:
Monday: Brainstorm
Tuesday: Research
Wednesday: Outline Long-Form (A blog)
Thursday: Write Long Form
Friday: Break Down Long Form into Short Form
If you want to test your insights and original ideas before investing time writing long-form content, share it on Threads or in Instagram stories. Use the feedback to add context and address questions. Plus, it’s fun to look back to see your own growth!
Step Four: Feedback & Iteration
Once you have an original idea published you can iterate whenever you need content. Here are a couple of ways to keep your insights fresh and your idea bank queued up.
Revisit old content: What new insights does your current perspective bring? How could you update, expand, or build on those old ideas?
Mining the comments section: Did the audience's comments reveal blind spots in your original content? Did a comment spark a completely new angle to explore?
Don't be attached to your first iteration of an idea. Use feedback and your own evolving understanding to make your original content stronger over time. This shows growth and expertise, building trust with your audience.
4 Steps to Create Original Content
Even the most original voices took practice to find. Don't get discouraged – every insight you share, every story you tell, shapes your style and hones your unique perspective.
Develop a system to create original content ideas.
Consume Intentionally: Build your knowledge base, dissect ideas, and make connections relevant to your brand.
Write to Articulate Your Insights: All content starts with words. Practice by mimicking the greats.
Format for Understanding: Good ideas are only valuable when people understand. Convey them through the right medium.
Iterate as You Grow: Revisit old content for updates and new inspiration. Track your evolution.
Happy Creating!
Cyndi
Storytelling Content Prompts
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