My bad, should've just listed some. Potential revenue is the main one. With existing traffic you just have to convert it to revenue by selling it (ads) or selli

My bad, should've just listed some. Potential revenue is the main one. With existing traffic you just have to convert it to revenue by selling it (ads) or selling to it (ecommerce). But brand awareness and engagement are valuable in themselves because users get to know the brand and recognize them as an authroity in the niche. I'm thinking of an REI blog as an example. Blog readers aren't directly making REI money, but REI spends tons of money on blogs/pics/etc. They are building the brand, generating views, and establishing themselves so traffic comes back and reads more. Its then easier to convert existing semi-related (blog) traffic into purchasers then it would be to get all new traffic.