The real problem that Google solves, is the problem of availability. When you have a problem and are searching for the solution, Google provides you with a list of most likely content that can address the problem. The problem is created by information asymmetry. You just don’t know and are willing to try out or read about the different solutions.
However, over a period of time this has turned into a problem of plenty. So many content providers are creating content for the average internet user, that the options tend to give all the creators a sliver of traffic. This has led to a bulk of copy-cats and me-too content providers eyeing for their search visibility. So much so that one of the default rules of inbound marketing is to start a content creation cycle and hope that you keep attracting traffic via Search.
What can new brands do?
Stay away from the whole attack of the clones! All marketers would swear on grabbing the attention of the customer as many times as possible in order to drive a higher brand share. However, at the cost of what?
Instead of creating very similar content? How about solving things that matter instead?
How about identifying a niche area where there is a genuine need and people are struggling to find answers?
This might seem contradictory to what I was saying, but once a brand (or a team) starts engaging with the customers, then you start seeing a slew of issues that no content provider is addressing. Talking about these issues and solving them via your product or service is a far better way to get discovered, rather than to keep talking about how your me-too offering is different from the competitor’s me-too offering!
tl-dr;
Engage with customers to discover what message and positioning you need to take when it comes to working in a crowded market.