How to Segment Based on Content Interest?

Take your content segmentation to the next level through Andrew's framework.

June 28, 2024

We all know this, but understanding and engaging your audience is vital.

In this episode of Content Amplified, we delve into the intricacies of content scoring and segmentation with Andrew Parker, a seasoned marketing expert from Leadership Circle. His insights reveal how precise targeting and strategic content alignment can revolutionize your marketing efforts.

Key Takeaways:

1. Utilize content scoring to understand audience interests.

2. Leverage email marketing to segment and engage audiences.

3. Align email content with blog content for consistency.

4. Measure and rank audience interest levels effectively.

5. Implement middle-of-the-funnel strategies for deeper engagement.

1. Utilize Content Scoring to Understand Audience Interests

“By tracking clicks and engagement, we can segment our audience based on their specific interests”

Content scoring involves monitoring which articles and topics your audience interacts with. By doing so, you can categorize your audience into specific interest groups. This enables more personalized and targeted marketing strategies, ensuring that your content resonates with your audience.

2. Leverage Email Marketing to Segment and Engage Audiences

“Email is the unsung hero of digital marketing; it’s had a renaissance and solidified its place.”

Email marketing, often overlooked, can be a powerful tool when used correctly. By analyzing email engagement, marketers can create segments based on audience behavior. This allows for more tailored email campaigns, increasing open rates and engagement.

3. Align Email Content with Blog Content for Consistency

“The top of the funnel requires a lot of content, but middle of the funnel needs depth”

To maintain a seamless content strategy, it’s crucial to align your email content with your blog posts. This consistency ensures that your audience receives a cohesive message, whether they engage through email or blog. It also helps in reinforcing the topics and values you want to highlight.

4. Measure and Rank Audience Interest Levels Effectively

Parker’s approach involves assigning scores to different actions, such as opening an email or clicking on a link. “We give them a score… and that way I can say, okay, if you’ve reached this specific threshold, then I know that you’re really, really interested,” he shares. This scoring system helps in identifying the most engaged audience members, allowing for targeted follow-ups and personalized content.

5. Implement Middle-of-the-Funnel Strategies for Deeper Engagement

The middle of the funnel is where your audience decides whether they are genuinely interested in your offerings. “Middle of the funnel requires the same amount [of content], but it’s got to go way deeper,” Parker emphasizes. Creating in-depth content, such as webinars, white papers, and case studies, can nurture these leads and push them further down the funnel.


Understanding your audience and delivering tailored content is key to successful marketing. Andrew Parker’s strategies for content scoring and segmentation provide a roadmap for marketers aiming to enhance engagement and conversion rates. By leveraging these insights, you can ensure that your marketing efforts are both efficient and effective.

Subscribe to the Masset.AI blog

Articles you'll actually want to read.

Thank you! You're subscribed.
Oops! Something went wrong while submitting the form.