3 ways to determine the value of a blog post
In the Netherlands alone, more than 300,000 new blog posts are written every month. As consumers, we follow bloggers and influencers for inspiration in almost every area. From fashion, travel to food blogs and technology. People use blogs to share knowledge, do product reviews and tell inspiring stories. But how do you measure the value of all that content?
The number of posts published from blogs on WordPress.com, both on subdomains and own domains.
Why are blogs valuable?
Collaborating with bloggers and influencers can be valuable for your brand. Especially when you know that people are watching less and less television and are orientating themselves more and more towards new products by reading blogs and social media.
Blogs plaatsen? Marketers themselves also indicate how important blogs still are for the marketing mix. According to 53 percent of content marketers, blogging is the most important marketing tactic for them. It’s important because blogs are often the first way to get potential customers into the marketing tunnel.
Valuation then and now
The big question in many cases remains for bloggers and advertisers what this collaboration is worth. Jan Kuper also tried to calculate the value of a blog post in 2014.
In 2014, bloggers also tried to calculate the value of a blog post. Since then, the consensus has been that a blogger can charge a starting fee of fifty euros and ten euros for every thousand visitors.
Calculation of content
With the knowledge of the time, it was a good start to arrive at a value. At that time, there was much less data available about the performance of blogs and collaborations between bloggers and brands have grown enormously over the past few years.
Because people have started reading more and more blogs and advertisers want to reach people there, the call for more transparency and clarity has increased. The problem of advertisers is what a blog post costs, what exactly is the reach of the websites and how much does it bring me to readers or customers?
To clarify this, LinkPizza has been collecting data from more than 15,000+ campaigns since 2016. In order to calculate all metrics correctly, we used the Google Bigquery tool, which allowed us to combine, store and merge the different data sources. This way we can enrich the data from the LinkPizza system with data from Google Analytics and the advertising data from Google and Facebook.
Based on all available data, we came up with three different ways to define the value of a blog post: unique reach, impressions and SEO rankings, also known as findability.
The three ways of website valuation below allow advertisers and bloggers to see for themselves which metrics are most relevant to the situation or campaign.
Way 1: based on unique reach
With the current fragmentation of the media landscape, effective and unique reach has become a critical target for advertisers. Therefore, reach within certain niches is extremely valuable for advertisers. We have made a calculation based on data to quantify this value.
Unique reach is measured in LinkPizza and stands for the number of visitors that visit the site within a certain period of time. Research by Statista.com shows that this is the most important goal for advertisers.
Way 2: based on website impressions
The second way to calculate the value of a blog post is based on website impressions (also called views). The definition of impressions is how many times the website has been viewed in total per month.
Google also works with the term impressions if advertisers want to advertise on the Google display network. So this is already a good indication of what an impression is worth. If you want to buy impressions through the Google Display network you pay an average of 2.5 euros per thousand impressions.
Of course, website impressions are worth more. We calculated the real value based on the available data from all sources. In the table below you can see the results of the calculation.
Way 3: based on SEO ranking findability
The third way to calculate the value of a blog post is based on SEO rankings. The SEO ranking is especially important for bloggers. Because the higher a blog ranks via Google, the more traffic the blogs get. Google indicates that a high SEO ranking is also due to the number of backlinks referring to a domain. This generally means that the more sites rank a blog, the more trust the blog gets from Google.
This trust is also important for brands. Because if brands are visible on trustworthy blogs, the prestige of those brands will also rise. Until 2007, Google used its own standard: the Google PageRank. When Google stopped this, three companies were put in the hole.