Why Content Marketing is Key to Advisor Retirement Plan Success
In this short interview from the floor of the Fi360 Conference in Nashville, John Sullivan from 401k Specialist speaks with Rebecca Hourihan, Chief Marketing Officer of 401k Marketing and a columnist for the publication. The focus of their conversation is on the evolving role of content marketing in driving retirement plan success, a concept Rebecca calls “Influence to Inbound.”
Rebecca explains that the session she presented at the conference highlights how sales and marketing in the retirement plan advisory space have transformed over the past 20 years. Using a nostalgic video montage to set the stage (featuring dial-up internet sounds, AOL’s “You’ve Got Mail,” and early 2000s commercials), she illustrates how drastically communication and engagement strategies have shifted.
The presentation itself included an interactive “look-alike game”, where attendees matched traditional marketing methods to their modern counterparts. It concluded with a thought-provoking exercise, asking financial advisors what types of content marketing resonate with them and why.
Rebecca emphasizes that marketing strategies from two decades ago no longer effectively reach today’s retirement plan audiences. To succeed now, firms need to adopt modern, inbound marketing techniques that engage audiences through relevant, personalized content.
John notes that Rebecca also discusses this topic in the latest issue of 401k Specialist Magazine, and he wraps up the segment by praising her insights and thanking her for the time.
Key Takeaway: Content marketing is no longer optional — it’s essential for advisors aiming to grow and sustain their retirement plan businesses in a fast-changing digital landscape.
