American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

In a well-written piece, what can be said of the information you need to write your headline?

1. It's six words or less.

2. It's near the top.

3. It's on your marquis.

4. It tells us "how" and "when".

The correct answer is: It's near the top.

In a well-written piece, the information you need to write your headline being "near the top" reflects the importance of summarizing key points early in the content. Headlines are often crafted based on the central themes and messages presented in the opening sections of the article or content piece, which helps grab the reader's attention and conveys the essence of what to expect. When the crucial information is positioned toward the top of the content, it allows the writer to quickly identify the main ideas or hooks that will resonate with the audience. This accessibility is pivotal in content marketing, as headlines serve as a gateway to the full content. They need to be engaging and informative, reflecting the primary focus and drawing readers in based on what is revealed early on. Other options do not accurately describe universal principles regarding headline creation. For instance, the six-word or less guideline is not a strict requirement, as effective headlines can vary in length depending on the context and medium. Similarly, referencing "on your marquis" may relate to signage rather than content composition, and while "how" and "when" can be components of a headline, they do not universally define the information necessary for crafting an effective headline.