The pilot proceeded to his intended destination under visual flight rules while receiving flight following services from air traffic control. As he neared the destination airport, the pilot observed an opening in the underlying cloud layer. As he descended the airplane below the cloud layer, the pilot realized that he was over a different airport located about 29 miles north of his intended destination. The flight was experiencing turbulence, so the pilot decided it would be prudent to land. His initial approach was high so he executed a go-around. On the second landing approach to runway 35, the airplane touched down normally but as it rolled past mid-field, it did not slow down. The airplane subsequently exited the end of the runway pavement and encountered a steep drop off and a wire fence. The airplane sustained damage to the forward fuselage, right engine mount and nacelle, and left outboard wing. The pilot stated that there were no failures or malfunctions associated with the airplane before the accident. He reported the runway was wet due to some light rain and drizzle at the time. The airport surface observation, taken about 8 minutes before the accident, reported a south wind from 160° gusting to 20 knots.