This keyword research technique is almost too simple: read copy from your own site, top competitors, and other pages describing the business.
List phrases from body text involving problems that your company solves.
Upload these into your favorite SEO platform or Google’s free Keyword Planner. Use something like a KOB score to determine priorities. If promising, then create new pages on those subjects.
These keywords are overlooked. Anyone planning content knows that the same ideas come up over & over again. SEO tools only reverse-engineer a page, or you enter a popular keyword just to find closely-related terms.
However, the best opportunities aren’t obvious. If you don’t approach content marketing at least in part like a contrarian, you’ll merely add one page among countless hoping to rank!