The Myth of Originality (And Why Borrowed Ideas Work Better)
The internet’s best-performing posts are rarely 100% original. Instead, they:
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Combine existing ideas in new configurations
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Apply old frameworks to fresh contexts
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Add one genuine insight to familiar topics
Case in point: The post “Marie Kondo Your Email Inbox” took a known organizational method and applied it to digital clutter – earning 42,000 shares. The magic wasn’t in complete novelty, but in the unexpected pairing.
Try this today: Take three successful posts from your niche and ask: What familiar concept could I apply to an unrelated problem my audience faces?
The Curiosity Gap: How to Make Your Writing Addictive
MIT researchers found our brains release dopamine when curiosity is triggered – the same chemical that fuels social media addiction. The most viral posts:
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Identify a knowledge gap readers don’t know they have
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Promise to fill it – but not all at once
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Drip-feed revelations throughout the piece
Example: “There’s a reason certain blog posts get shared 100x more than others – and it has nothing to do with quality. In fact, the most viral article I ever wrote took just 45 minutes…”
Notice how this works? I’ve revealed enough to spark interest, but you’ll need to keep reading for the full explanation.
The Tribal Effect: Why People Share Content That Defines Them
Readers don’t share information – they share identity markers. Content spreads when it:
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Provides “insider knowledge” they can showcase
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Creates an “us vs. them” dynamic (without malice)
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Uses language only certain groups understand
A post titled “What Corporate Copywriters Get Wrong About Voice” spreads among freelance writers because sharing it signals their expertise. The content itself matters less than what sharing it says about the sharer.
Action step: Brainstorm three pieces of “insider knowledge” your audience would love to be associated with.
The Memory Glitch: Why Stories Outperform Facts
Neuroscience confirms we remember stories 22x better than raw data. Yet most blog posts are fact dumps. The solution? Structure your content as:
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Struggle (the reader’s current frustration)
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Guide (your expertise entering the scene)
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Transformation (their potential future)
Instead of “10 Tips for Unclogging Drains,” try: “How I Flooded My Entire House Trying to Fix a Sink – And What You Should Do Instead.” The second version activates narrative circuits that facts alone can’t touch.
The 30-Second Rule: Designing Content for Human Attention Spans
Eye-tracking studies reveal brutal truths:
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You have <30 seconds to prove your value
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79% of readers will scan rather than read
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Only 16% consume every word
Ways to adapt:
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Place your most valuable insight in the first 3 paragraphs
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Use bold text to create “scan paths” for skimmers
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Include subheads every 3-4 paragraphs as resting points
The Authenticity Advantage: Why Imperfection Wins
A/B tests show posts with minor flaws outperform polished ones. Why?
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Perfect = suspicious
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Flaws = human
Try leaving in:
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A conversational aside
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An admission of past mistakes
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Occasional humor (even if it falls flat)
The Republishing Secret: How Top Blogs Multiply Their Traffic
The most successful blogs routinely:
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Update and republish old posts
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Change dates to “2024”
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Reshare evergreen content every 6-12 months
Why it works: Google favors fresh content, new readers discover old gems, and you get more mileage from your best work.
The Coming Shift: What’s Next for Blogging
Emerging patterns:
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AI detection tools will flag generic content
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Paywalls are becoming more common
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Niche experts outperform generalists
How to prepare:
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Develop your unique voice
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Build multiple income streams
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Go deep rather than wide
Final Thought: The Human Algorithm
The blogs thriving in 2024 understand one truth: While platform algorithms change constantly, human psychology remains timeless. Write for people first, and the traffic will follow.