The ROI can still be massive even if only a few people actually read it.

It just takes one person who read the article (or found it later via search) to get a huge ROI if it resonates just right.

A job opportunity, an invite to some event, a potential collaboration - the right reader can unlock all kinds of opportunities.

This is very true, in life in general. You do a good deed on the street right before your interview, and lo and behold, the person you did the good deed to turns out to be your interviewer! These things (be it an article or a good deed) can definitely pay off.