Content, Briefly Content attribution in 2025: Kinda, sorta, maybe
Oct 7, 2025
Tom Rudnai, founder of Demand-Genius and a content attribution expert, navigates the complex landscape of content marketing. He discusses the growing importance of connecting content to revenue as traditional sales roles evolve. Topics include the pitfalls of measuring diverse KPIs, the need for leadership buy-in, and the unique challenges of quantifying content's true value. Rudnai emphasizes a shift towards revenue as the primary goal and shares strategies for aligning content teams with sales enablement to maximize impact.
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Content’s Role Has Shifted Toward Conversion
- Content must do more than attract attention; it must educate and convert as buyers avoid salespeople.
- Tom Rudnai argues measuring content by its revenue impact is essential to optimize for that role.
Revenue Should Be The Content North Star
- Many content teams pick different North Stars like traffic or MQLs instead of revenue.
- Chloe Thompson and Jimmy Daly argue revenue should be the universal North Star because other metrics are leading indicators, not the goal.
Question Platform Metrics Before Trusting Them
- Beware platform metrics that masquerade as meaningful KPIs and bias behavior toward the vendor's goals.
- Tom Rudnai warns to prioritize metrics that truly correlate to revenue over convenience metrics like CPC or pageviews.