When marketing in business, especially B2B marketing, marketers need to be aware that they're not just competing with others selling the same concept.

When we are determining our competition, we need to think of everything and everyone else we're competing with.
We're competing ANYONE who's publishing content.
ANYONE who's making YouTube videos.
ANYONE who's writing blog posts, tweeting, making a status update.

While they may not be offering the same product or service as you, they are still grabbing the attention of your target audience.

We are competing against any and all attention grabbers for our target audience.