Its not surprising to see that TC visitors are more engaged - after all, for you to get to the company from TC you need to click on the article, 'parse' the text and only then click on the right link. many times, simply reading about the company is enough for you to decide not to visit.

Therefore in your calculations, I think you are undervaluing the $ value of TC awareness, since many people that dont visit your site DO read/glimpse over the article/title and are aware of your existance.