At Lexology, we understand that measuring the success of a content marketing campaign can be complex and is dependent on the strategy of each individual campaign. While measuring the number of reads an article received is highly valuable, it cannot measure the impact your piece has had on its audience. That is why we are excited to introduce a new metric: the LexScore.
By considering whether a user has interacted with an article once they have read it, such as by sharing it with a colleague, saving it to their folders or clipping a section of text, the LexScore provides an invaluable measure of reader engagement.
We recognise not all interactions are created equal, and some are more significant than others. As such, beyond simply counting the interactions with a piece of content, our team has created a scoring system that acknowledges the difference in importance between the different interactions. The LexScore considers the relative significance of each interaction and assigns an importance weighting to each of the interactions.
The LexScore is calculated based on a combination of the number of reads an article receives and the interactions our users make on that content. The score is calibrated to ensure that articles which receive a good number of interactions are rewarded more than articles which simply receive a large number of reads.
LexScore measures engagement with the article, so articles should give plenty of opportunity for the reader to interact. Be mindful of all of the different interactions that are available to a user: from sharing across social media or WhatsApp and mailing to a colleague, to saving, clipping or liking the article on Lexology, as well as printing, clicking embedded links or author information pages and following topics or authors.
Along with our best-practice advice for writing engaging content, consider practical changes to your writing style. If you mention a case, a previous update or a useful resource, add an embedded link so the user can click through to see more information.
Once you have your target reader in mind, give practical, tailored advice that they will find useful enough to save, clip or forward to a colleague. Make it easy for a reader by highlighting key takeaways, comment or bullet points.
Because there is no limit on the number of interactions or reads an article can receive, there is no maximum engagement score: it isn’t ‘out of’ anything. As with any new metric, you quickly get used to what a ‘good’ score is and the general range you’re looking at: As a guide to get started, we analysed the most recent 100,000 articles published on Lexology and found the median LexScore was 1.90.
The LexScore is an experimental feature and we are open to all feedback and comments regarding its implementation. If you would like to discuss the LexScore, please contact your account manager.