The document shows that content often fails to reach its full potential market reach, with the actual market typically lower than the potential. It suggests ways to add value, repurpose content, and close the gap between potential and actual market reach. It also cautions that keyword stuffing a title tag for a high search volume term will reach fewer people than optimizing content for a longer tail keyword with a smaller monthly search volume.

17. 100%
90%
80%
70%
60% Actual Market
50% Potential
40% Actual Market
30% Reach
20%
10%
0%
Wildly Successful Content
EVERY PIECE OF CONTENT FAILS TO REACH ITS POTENTIAL.
HOW DO WE ADD VALUE, REPURPOSE THE CONTENT
AND CAPTURE THE MARKET REACH DISCONNECT?

85. WHAT WOULD YOU PREFER?
2% MORE OF 10,000/MO SEARCH VOLUME TERM
=
200 VISITORS A MONTH
OR
5% SEARCH SHARE FOR 1000/MO SEARCH TERM
BECAUSE YOU KEYWORD STUFFED YOUR TITLE TAG
=
50 VISITORS A MONTH
DO THE MATH.