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

What writing tip would you violate if a headline you write names or describes a specific piece of content such as a table or an image?

1. avoid fearmongering

2. use a few formulas

3. the headline is not a caption

4. headlines shouldn't be mysterious

The correct answer is: the headline is not a caption

The choice that highlights a fundamental guideline in content creation is recognizing that a headline serves a distinct purpose beyond simply describing or labeling specific content elements like a table or image. A headline is meant to engage readers, provoke interest, and encapsulate the main essence of what the content entails. It is not merely a caption that describes what can be found within the material, which is typically the role of subheadings or captions directly underneath visual elements. When a headline names or describes a specific piece of content, it diminishes its ability to capture attention and inspire curiosity. Instead, it becomes a straightforward label rather than an enticing invitation to explore further. This can lead to a less engaging experience for the reader, as they may not feel compelled to click or read more when presented with a mundane or descriptive headline. Therefore, crafting headlines that intrigue or stimulate interest while hinting at the content's substance is crucial to effective content marketing.