Novelty
Telling people something novel doesn't always mean surprising them. It could mean telling them something they knew unconsciously but were unable to put into words. In fact, those insights are often more valuable because they are more fundamental.
The way to get novelty is to write about topics you've thought about a lot. Anything you notice that surprises you will probably also surprise many readers. If you don't learn anything from writing an essay, don't publish it.
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