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

Which type of headline tends to drive the most clicks?

1. Descriptive headlines

2. Question-based headlines

3. Instructional headlines

4. Exclamatory headlines

The correct answer is: Instructional headlines

Instructional headlines tend to drive the most clicks because they provide clear, actionable insights and guidance to the reader. These headlines communicate value by offering specific information that the audience is likely seeking. When a headline indicates that the content will deliver practical advice or steps that can be followed, it creates a stronger incentive for readers to click through. The appeal of instructional headlines lies in their clarity and promise of utility, as they often address common problems or interests that readers have. For example, a headline such as "How to Optimize Your Content for SEO" suggests that the article will contain useful strategies that the reader can immediately apply to improve their own efforts. This direct approach resonates well with audiences looking for solutions, which is why instructional headlines can be particularly effective in driving engagement and clicks. In contrast, while descriptive, question-based, and exclamatory headlines have their own merits, they may not convey the same immediate value or actionable insights that readers often prefer when browsing for content online.