Content Marketing ROI: Cost per Article, Organic Traffic Value, Decay & Refresh

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Price every article of the Fernhill Software blog from writer, editor and design hours, then compare cost per 1,000 words.
• Use a ramp-up curve to work out how much traffic each article should get by now, flag the ones that lag and estimate first-year sessions of a new article.
• Put a dollar value on organic clicks with the keyword CPC, compute a click-weighted blended CPC and find how many months of traffic value cover each article's cost.
• Give each article a share of the opportunities it touched, turn the credited opportunities into pipeline and expected revenue, and find the article that drives the most.
• Measure the 3-month change and the number of month-over-month declines per article, flag decaying articles with IF(AND(…)) and colour their rows with a formula rule.
• Compare the 12-month value and ROI of refreshing a decaying article with writing a new one, using a ramp for each option.
• Rank 15 articles by sessions, compute the cumulative share without sorting, count how many articles bring 80% of the traffic and chart the ranking.
• Turn a publishing plan into monthly cost, gross profit and a cumulative net line, find the payback month and chart the J-curve.