If you\u2019re a plan provider\u2014advisor, TPA, recordkeeper, or pooled plan provider\u2014you\u2019ve probably heard the advice a million times: \u201cCreate content to stay top of mind with plan sponsors.\u201d But what kind of content actually works?<\/p>\n
Here\u2019s the secret: plan sponsors don\u2019t want white papers on mortality assumptions. They want practical, readable, \u201cwhat do I do now?\u201d kind of stuff.<\/p>\n
Here are five types of content you should be producing:<\/p>\n
1. The \u201cAre We Doing This Right?\u201d Checklist Give sponsors a simple, jargon-free checklist they can use to evaluate their own plan. Think: Are we benchmarking fees? Do we meet regularly? Are we documenting decisions? It\u2019s actionable, digestible, and it positions you as a helpful resource.<\/p>\n
2. Short Videos or Posts on Fiduciary Duties Sponsors live in fear of doing the wrong thing. Short videos or posts explaining things like \u201cWhat\u2019s a QDIA?\u201d or \u201cWhat happens if we miss a deposit deadline?\u201d are gold. Keep it short, human, and useful.<\/p>\n
3. Quarterly \u201cWhat\u2019s New in 401(k)\u201d Updates A quick email or PDF recapping regulatory changes, key court cases, and compliance reminders. Be the one who helps them avoid a mistake before it becomes an issue.<\/p>\n
4. Case Studies Share anonymized stories of plans you\u2019ve helped\u2014especially if you\u2019ve improved investment lineups, reduced fees, or streamlined administration. Everyone loves before-and-after stories.<\/p>\n
5. Participant-Facing Tools They Can Share Sponsors love content they can pass along to employees. Provide short explainers, calculators, or videos on saving more, Roth vs. pretax, or how to read a statement. You help them look good to their employees.<\/p>\n
Bottom line: plan sponsors are busy, confused, and terrified of doing something wrong. Your content should solve problems, reduce fear, and make you the provider they trust to keep them out of trouble.<\/p>\n
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