Expensive content is hard to recreate

However, if done right, an expensive content strategy can be a powerful moat. The more expensive the content is to create, the harder it is for people to replicate what you’ve done. No one in the world can write the way Tim Urban does. You can’t compete.

This is often the case with powerful thought leadership and original research. Many will try to replicate it, but it’s very near impossible to beat the initiator.