Custom content in my mind is not creating the same problem as in live EQ.
Add new zones with velious level gear. Make more exciting, challenging, and intelligent content. Something that takes a lot more time and effort to figure out and beat. Avoid the mudflation. No thanks to more level / AA grinding.
Make the content the reason to keep playing, not the grind for more levels or loot. Sure there should be interesting items to obtain, but nothing that scales up past velious level gear.
Edit: Heres one idea thats easier than adding new zones and such. GM controlled events. One day a dragon shows up in fob flying around wreaking havoc, gm controlled, unique abilities etc. Until uberguild01 shows up to kill it. Perhaps a week later it or another mob is in another zone. If it was human controlled could be a much more unique challenge. Its obviously not gonna follow normal aggro rules. Anyway, just one idea.
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