> What's the point of writing content for things no one knows they're looking for?

There isn't. But there's great value in writing content your future customers will want to google about on their way to becoming customers.

Take, for instance, an app vendor that sells some kind of cash register software specialized for bars. If you're that, your ideal client is a new or future bar owner, because it's a harder sell to clients that are already equipped with some kind of solution. So you've every reason in the world to create bar creation tips that walk new/future owners through the red tape and caveats of creating one.