Use Wordtracker to spot new keyword topics that relate to your industry. Observing higher KEI values will help you find phrases that are busy yet not too competitive. These phrases can often be ranked easily with only mild basic optimization.
Remember that optimization principles also apply to your press releases or media releases. Next time you put out a press release, use Wordtracker to see if you can build in a couple very busy high performance phrases related to real world news. These can sometimes be spotted in Wordtracker’s Top 1000 (Short Term Report.)