What's an original content in 2025?

SEOs — whether fake gurus or self-proclaimed experts — keep saying “AI is killing informational content.” Honestly, I’m fine with that.

What I find strange is how quickly they jump to the next vague idea: “Just create original content.” Like that alone solves everything. No one explains what that means. The truth is, most of them didn’t even succeed with recycled content, let alone original stuff. Now they’re just repeating the same advice for engagement, especially on LinkedIn.

I’m not here to complain, I’m trying to understand.

I create content centered on user intent and genuine pain points, aiming to solve real problems. But with all the talk about “original content,” I’m starting to wonder:

• What does “original” really mean now?

• Is it a blog, a video, a case study, or a personal story?

• Does it need to be long, short, data-driven, or opinion-based?

• Is there a structure or content framework that works best?

Everyone throws the term around, but no one breaks it down. If “informational content” is no longer the move, then what are we supposed to create?

submitted by /u/Galous97
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