This document discusses the concept of tangential content marketing, which involves creating content related to but not directly about a brand in order to achieve various marketing objectives. It provides examples of how real estate site Homes.com created a map showing the best and worst places to earn money on Airbnb. The process involves brainstorming universally interesting topics, producing the content with data and visuals, and promoting the content to media outlets. Tangential content marketing can generate brand recognition, backlinks, and exposure to new audiences without explicitly promoting a brand.