If you do not already know off the bat who and where your competition comes from, do a quick search on Google or different social media platforms i.e. Facebook, Twitter, LinkedIn, ect.
Try searching keywords that are related to your business's products and services to gain some insight on what other businesses are tied to the same keywords.
Understanding your competition will help you know how to uniquely market your content to your target audience, and express what they will gain that is different than what they would gain from the competitors.
Take the time to research who your target audience is.
It may be time consuming up front, but in the long run will be more beneficial for your business.
Once you have the understanding of who your idea audience is and what they struggle with, you can then begin to create content and offers that they will connect and benefit from.