Every move one of your competitors does in the content marketing space will also affect your content and how it will be perceived by your audience. As soon as one company in a given industry starts to publish content, the incentive for the competition to do the same increases.

It would be reasonable to assume, for instance, that if a competitor makes a move around a certain topic, then there is likely a business case for it. This also means you would need to make a decision about whether to compete for that topic or not.

On one hand, the business case for that particular might turn out to be weak or speculative. On the other hand, not doing anything will allow your competitor to get exclusive access to that potential revenue source, growth and traffic