53 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE Inbound links An indicator of content quality, inbound links also help you identify which content is helping you improve your SEO. Social Media Shares Social sharing is another indication of content quality, and also helps your organic search strategy. If you need to fill the top of your marketing funnel, identifying which content garnered a lot of social media shares and replicating it will help you score another success. Conversion Rate you can get a conversion rate on just about anything -- a landing page, a thank-you page, a blog post call-to-action. Measure the conversion rate across different content assets to see what correlation you see between content topics and formats, and the channel on which it lives. For instance, you could compare the conversion rate of a CTA promoting the same offer on a blog, versus on social media, to assess if one audience is more interested in the content asset than another. www.Hubspot.com