Your parameter 2 is string constant rather than variable (since you cannot refer to “insert something” by using a variable like $str or similar).
PDO documentation says that parameter 2 is expected to be a variable passed by reference (it says mixed &$variable, & operator indicates how the variable is passed), however you passed a string constant rather than a variable raising an error.
Example you provided explains everything in a nutshell - stick the content to the variable, pass the variable.
More on references: http://www.php.net/manual/en/language.references.php