(This applies for software startups— not sure what it's like for other industries)
It doesn't necessarily have to be competitive for software companies. Even though some do compete for the same customers, even many similar tools and software products have difference audiences. Software, for the most part, is differentiated enough that it's not quite like some CPGs where brand is the biggest factor in purchase decisions—even very similar products have slightly different feature sets and different interfaces.
If the content has slightly different audiences, the main problem then, isn't volume of content—it's the need for better distribution and targeting, which has been solved somewhat on the advertising side. Brands buy hundreds of billions worth of advertising, but it's mostly well-targeted, whereas by comparison, we just get blasted with content marketing without a ton of targeting.
Interesting discussion from the marketers. It seems the consensus is mostly "focus on quality over quantity" and get more open. A few years ago startups were pumping out content on daily bases in hopes of getting eyeballs, but it seems that's no longer the winning strategy.
Content marketing has changed, and it is all about the story. You must rethink the way you craft your content. Establish and illustrate your company’s values and worldview while delivering value to your readers.
So what you're saying the game is not a lot more about the marketing side of the equation than it is about pure content. It's one thing to spin out "10 things to do X" or "You won't believe what happened when ...", and a whole other problem to understand how a company's brand and vision fits into the long-term desires of their audience. Noted.
It doesn't necessarily have to be competitive for software companies. Even though some do compete for the same customers, even many similar tools and software products have difference audiences. Software, for the most part, is differentiated enough that it's not quite like some CPGs where brand is the biggest factor in purchase decisions—even very similar products have slightly different feature sets and different interfaces.
If the content has slightly different audiences, the main problem then, isn't volume of content—it's the need for better distribution and targeting, which has been solved somewhat on the advertising side. Brands buy hundreds of billions worth of advertising, but it's mostly well-targeted, whereas by comparison, we just get blasted with content marketing without a ton of targeting.