HubSpot's keyword tracking tool estimates that we would have to pay $2.41 to get each of those visits via paid search traffic. That means that each month that post is producing about $730 worth of traffic from search engines.
Now think about what that means going forward. Assume that page holds similar traffic for the next two years. With an interest rate of 5%, that traffic is currently worth about $10,000 to HubSpot.
Not every article is going to get that kind of traffic, so you should think of your blog as a portfolio of blog posts. Just like a venture capitalist or movie executive, you will have a handful of blockbusters that pay for the rest. If an above-average article is worth $10,000, an average article might be worth $4,000 or $5,000, which is still a lot.
Bottom line? If you're focusing only on the cost of a blog, you're missing its enormous financial value.
What do you think? Do you look at your blog as an annuity? Why or why not?
Originally published Apr 27, 2009 8:13:00 AM, updated July 28 2017