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

What does a compelling headline usually do?

1. Informs without intrigue.

2. Excites curiosity.

3. Avoids alliteration.

4. Uses jargon.

The correct answer is: Excites curiosity.

A compelling headline typically excites curiosity, drawing the reader in and encouraging them to engage with the content. This is essential in content marketing, where the goal is to capture attention in a crowded digital landscape. A headline that arouses curiosity can lead to higher click-through rates, as people are more likely to want to learn more about a topic that intrigues them. By raising questions or suggesting intriguing possibilities, a headline can effectively prompt readers to delve deeper into the content. In contrast, options that suggest a headline should simply inform without creating interest, avoid stylistic devices like alliteration, or use specialized jargon do not resonate with the goal of captivating an audience. While clarity and precision are important in communication, a compelling headline's primary function is to spark curiosity and engagement. This engagement is crucial for successful content marketing strategies, as it helps in retaining audience interest and driving traffic.