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

What type of content is deemed more shareable according to studies on social sharing?

1. Technical articles

2. Emotional narratives

3. Promotional content

4. News updates

The correct answer is: Emotional narratives

Emotional narratives are considered more shareable according to studies on social sharing because they resonate on a personal level with audiences. When content elicits strong emotions—whether happiness, sadness, inspiration, or empathy—it often prompts individuals to share it with their social networks. This sharing acts as a way for people to express their feelings and connect with others, thereby amplifying the reach of the content. Research has shown that content that tells a compelling story or engages readers emotionally tends to attract more attention and is more likely to be shared than technical articles, which may be informative but lack that emotional connection. Similarly, while promotional content might demonstrate value or offer incentives, it typically does not evoke the same immediate emotional response that motivates sharing. News updates can be informative and timely but often lack the personal touch that resonates deeply with audiences compared to emotional narratives.