Background

A 2016 report by CNBC revealed that the average 60-year-old had less than $100,000 saved for retirement, with many facing barriers such as inadequate access to retirement plans and low earnings. By 2018, 35% of private sector workers over 22 weren’t offered a 401k, and 41% of American households couldn't cover a $400 emergency expense. Despite this, 71% of employees consider a good benefits package essential for job satisfaction, and 60% see it as a key factor in employer loyalty. However, many still don't maximize their retirement contributions.

Capital Group manages the retirement benefits for a large healthcare system in New Jersey, where many employees were under utilizing their 401k benefits.

The Task

My role was to develop a content marketing strategy aimed at increasing the utilization of the retirement program among employees. The goal was to demystify 401k plans and empower employees to make better financial decisions regarding their retirement.

The Result

I collaborated with Capital Group to segment their customer base to better understand participants' mindsets and identify knowledge gaps in retirement planning. From there, I developed a comprehensive content strategy that included creating a program mission statement, defining the right tone of voice, establishing editorial pillars, and ultimately developing a content calendar. This content was designed to help participants better understand their specific retirement plans.

My team worked closely with Capital Group’s in-house creative agency to design and build a digital hub, producing content that educated employees on how to manage their retirement benefits effectively. This approach empowered participants to make informed financial decisions tailored to their individual circumstances.

The Strategy Included:

• Analysis of the plan participant landscape.

• Review of competitive 401k content marketing programs.

• Development of program goals and the role of content.

• Creation of an overarching editorial mission statement.

• Identification of the target audience including the creation of four personas.

• Content engagement matrix.

• Content stack recommendations across the funnel.

• Definition of the right tone and editorial pillars.

• Tone and voice guidelines.

• Recommendations for initial articles and infographics.