As a Digital Marketing Expert, creating original content is key to attracting AND retaining website visitors. If you're not creating original content, you're not working in Digital Marketing. You're just doing analytics for sales teams. Original content can come in many forms. Original videos, body copy/aka copywriting (also in it's legal terms), animations (both drawn as well as javascript interactive animations for user experience design) there's a lot which goes into this....if you're going to be any good at it at least.