If everyone’s rehashing the same content, you’re not going to stand out. This chart shows how many marketers are truly creating new content versus just remixing what’s already out there.

Essential Statistics

• 49% of marketers admit to mostly regurgitating existing content.
• 32% create a mix of new and repurposed ideas.
• 19% create truly original content from scratch.

Key Takeaways

• Nearly half of marketers rely heavily on reused content.
• Original content is rare, but that’s where the opportunity lies.
• Mixing originality with proven formats can strike the right balance.
• Repurposing isn’t bad, but it can’t be your whole strategy.
• The more competitive your niche, the more originality matters.

Actionable Insights

• Audit your content calendar for originality vs. reuse ratio.
• Interview customers or use proprietary data to fuel original ideas.
• Turn webinars or podcasts into written content with fresh angles.
• Use tools like Ubersuggest to find gaps in existing SERPs.
• Create original visuals or case studies that can’t be copied.

Original content cuts through the noise. Most marketers are still playing it safe. – Neil Patel