• Rebecca Hourihan AIF, PPC

When Lightning Strikes, How to Create Great Content

Updated: May 10


Ever have a great idea and just run with it? Whether it’s a new blog article, lead generation email campaign, or a new prospect presentation deck, the creative light bulb is burning at 3000 mega-watts an hour. Oh baby, you’re cruising! Those magic moments when everything just clicks. Awesome, keep the ideas flowing. Then STOP.

Take a moment to look at what you’ve created. Then before you share with your clients, prospects, centers of influence and compliance teams, ask yourself, how does this reflect my 401(k) advisor brand? Is this content going to enhance the conversation? Yes, of course it is! This was your mega-watt moment. It’s good stuff that needs to be shared with the world. However – in what form?

Most advisors create their materials either in Microsoft Word or PowerPoint. That is normal and okay. Some advisors will try to “spruce it up” by adding a colorful border around the text. (If you’ve ever added a box to your text for a pop of color, what color did you use? (Please share in the comments section.) Then many advisors feel like it is ready to share with the world. Nope, not yet.

Ask yourself three questions:


1. Does it look professional?

  • Yes. Proceed to next question.

  • No / not sure. Partner and work with a graphic designer or design agency. Email a few trusted professionals, tell them to be honest because you respect their valued opinions and then ask for their candid feedback.

2. Is it compliance approved?

  • Yes. Proceed to next question.

  • No. Compliance is your friend. As you know and read about daily, our industry is rapidly changing. Compliance departments have your best interest in mind, and it’s beneficial to your business to have them on your side.

3. Could you do more?

  • Yes. Oh really? That’s great news. What else are you thinking? For example, let’s say you wrote a great blog. Could you repurpose the information into an infographic? Direct mailer? Vlog? Webinar? Seminar? Explainer video? Most pieces can be repurposed. Think about other ways you could share that information across distribution mediums (website, emails, social media, print, events, and more).

  • No. Are you sure? If it’s a really good idea, chances are there are lots of opportunities to promote your brilliant brain child. If you need help, ask your trusted professional friends again for their input. I bet your idea has much more mileage in the tank.

Time to share it with the world

Content marketing should always follow a consistent process and serve a greater purpose. The first step is to create a marketing calendar. Then you can schedule where and when to distribute your material. For a sample marketing calendar, click here.

Whether you are sharing an email, webinar, seminar, newsletter, infographic or video, there should always be a strong call to action (CTA). These CTA closing statements strengthen your marketing message (education, influence, meeting request, to name a few). Additionally, as a retirement plan expert, your content marketing should sound, look, and feel professional.

When inspiration hits, go with it. Embrace the creative light bulb. Then take a moment and stop. Look at your production. Create a distribution strategy. Work with a designer to make it POP. Then share it with the world, lean back, and take a moment to feel proud of your thought-leadership. Nice job! You crushed it!

Thanks for reading and Happy Marketing!

About Us

401(k) Marketing is the modern marketing agency for the retirement plan industry. We are proud to support our clients through custom engagements, content marketing campaigns, sales material innovations, thought-leadership consulting, interactive workshops and speaking events. Our mission is to empower the retirement plan industry with high-quality marketing, ultimately inspiring Americans to become financially prepared for their future.


Retirement Plan Marketing is the solution for retirement plan advisors looking for an ongoing and scalable marketing process to generate awareness, streamline sales opportunities and earn more 401(k) business. This comprehensive, strategy driven marketing program includes digital content and sales material specifically designed to help retirement plan professionals attract the right decision makers.