Take the „Corona Virus“ of 2020 as an example. You can be the first, who explains how home office or remote collaboration can work without a huge loss of quality. Write a blog post, record a video for social media to see if there is organic demand from your target group. If yes, you can publish an ebook as a lead generator for the topic.
As a side effect, it can happen that some other websites, newspapers grab your piece of content and link to it as original source. This helps to get more traffic on the one hand, and your SEO as well.