Original content isn't always necessary

Familiar content reworked into new packages works better to attract and grow audiences. Content that is recognisable makes it easier to consume and set expectations for rewarding outcomes. 

However, you should have some original and thought-provoking content. You should add your brand's unique angle to familiar elements. Add occasional original ideas to attract people who want something new while keeping those members who rely on the familiar. Once you find which content types or themes resonate best, use that formula.