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

When writing online copy, what is the recommended number of paragraphs to have without a subheading?

1. One long paragraph

2. Three or four paragraphs

3. No limit on paragraphs

4. Every paragraph should have a subheading

The correct answer is: Three or four paragraphs

The recommended number of paragraphs without a subheading is three or four because this structure enhances readability and user engagement. In online writing, particularly for content marketing, shorter paragraphs improve the skimmability of the text. Readers tend to scan online content rather than read every word, so having multiple concise paragraphs breaks down information into manageable chunks, making it easier for the audience to digest the content. Three to four paragraphs typically provide a clear framework that allows for easing transitions between different ideas or points, while still maintaining the flow of the narrative. This technique keeps readers interested and encourages them to continue reading. It balances detailed information with brevity, allowing key points to stand out without overwhelming the reader. Long paragraphs, while sometimes suitable in formal writing, can become daunting on screen, causing readers to lose focus or disengage. Having no limits can lead to inconsistency and lack of structure. Lastly, requiring every paragraph to have a subheading might disrupt the flow of the content, making it feel overly segmented rather than cohesive. Therefore, three to four paragraphs strike the right balance for effective online copywriting.