One of my favourite "hey, they're Canadian!" people is Chris Hadfield, most famous for three trips to space (STS-74, STS-100, Soyuz TMA-07M) and a fabulous genuinely floating in a most peculiar way cover
[youtube.com] of David Bowie's 'Space Oddity'.
However, that's not the reason for this mention. Rather it's due to an interesting chart comparison he shared from the incredible @OurWorldInData to make a critical point: What kills us? If you don't understand the cause, it's very hard to act effectively.
The three graphs (1) actual causes of death (in US, 2016), (2) Google searches (in US, 2016), and (3) media coverage (NY Times, 2016) side by side illustrate not only quite significant disconnects but opportunities. I've found many such discontinuous (reality-perception-coverage) info fault lines in my niche and they've become good to great (based on traffic volume) unique content magnets.
So, take some time to investigate your niches for such and consider how best to leverage.