When your content includes keywords your target audience is interested in, but are not directly related to what you offer, you broaden your content marketing opportunities and increase your chances to rank on Google first page. I have several articles on Google's first page, some at the top, which my audience is interested in but are not directly related to what I do. Other companies are getting a lot of traffic from this strategy (Zapier, Oberlo and more). Then, I can convert them to become email subscribers, customers, and more.
An important part of it is finding long-tail keywords that are less competitive but have promising traffic opportunities.
I have created a weekly newsletter in which I share a list of keyword ideas every Tuesday. You can subscribe here:
https://www.spectroomz.com/keyword-ideas-newsletter
Cheers