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

Which statement is true regarding the use of visual media in content marketing?

1. Images require expensive licensing fees

2. Images are critical for B2B companies

3. Content with images drives more engagement than content without

4. Images must be created by a marketer to be effective

The correct answer is: Content with images drives more engagement than content without

The statement that content with images drives more engagement than content without is substantiated by various studies that highlight the significant impact visuals have on audience interaction and retention. Research indicates that articles or posts that include images receive higher engagement levels, such as likes, shares, and comments, compared to those that lack visual elements. This can be attributed to several factors; visuals capture attention more effectively, convey information quickly, and enhance the overall appeal of the content, making it more approachable and easier to understand. In the context of content marketing, leveraging images not only boosts user engagement but also improves the overall aesthetics of the message delivered. Engaging visuals can break up text and create a more dynamic reading experience, which may encourage users to spend more time on the content and share it within their networks. This highlights the essential role that images play in enhancing content marketing strategies for businesses, regardless of industry. While the other options touch on different aspects of visual media, they do not universally apply in the same way. For instance, the assertion about expensive licensing fees does not encompass the vast options available for free or low-cost images. Similarly, while visuals are important for B2B companies, the argument is more general in that all businesses, B2B or otherwise