I used this slide @ Blogworld last month to discuss some ROI measurements for justifying investment in Corporate Blogging. I exploited my daughter Polly because she was the first person I ever gave this assignment to. Mind you, she is now 12, but I was pleased to learn last year that they now teach 6th graders Excel.
The assignment was to take all the keyword traffic generated through a blogging program and assign a cost per click based on dividing the total number of clicks by the total monthly cost of the blogs. Then simply compare that keyword traffic to what it would cost in Pay Per Click and calculate the difference.
In the case above the total monthly blog cost was $2,500 for about 100 Compended blogs. That same traffic through PPC would have cost almost $42,000! This is a great example of the clear&tangible value of widespread corporate blogs. I've never seen this excercise do worse than a 5x blog benefit.
Try it yourself, if Polly can do it, so can you. Meausrment is a blogging best practice
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