In a way, I think it might help if you had content with "rarer" keywords, ones that you don't necessarily think of day-to-day. If you have keywords like "internet marketing" or something, well, a lot of people have those, so there are lots of people to choose from, and more competition. But if you have content around less-common stuff (maybe on particular areas of research or knowledge), then you're not going to have as much competition. Granted, there might be fewer people looking for stuff like that, but you're still going to stand out more.