As technology, digital behavior, and AI continue to reshape how audiences discover, experience, and interact with brands, content has become one of the most powerful drivers of engagement across the entire event lifecycle.
In this interview, Martin Fullard, marketing and communications director at brand experience agency Identity, explains how audience expectations have shifted, and what organizations need to do differently to create experiences that resonate before, during, and after an event.
Key takeaways
- Content strategy should span the full event lifecycle: Not just what happens on the day, but how you engage audiences before, during, and long after the event ends.
- Audience expectations have fundamentally shifted: Driven by AI and always-on digital behavior, generic one-size-fits-all content no longer cuts it; relevance and personalization are now the baseline.
- The biggest mistake marketers make: Treating content tactically, not strategically. Without clear objectives and measurable outcomes, content becomes noise rather than a driver of lasting impact.
Content is one of the constants identified in Cvent’s 2026 Trends Report that continues to define exceptional events. This expert interview series explores why these fundamentals still matter, how they’re showing up in 2026, and what successful teams are doing to apply them more intentionally.
Why does content remain a core fundamental of event marketing strategy?
"Content is the experience; if it isn’t central to your thinking, you’re not designing an event, you’re just organizing a gathering.”
Events no longer exist as isolated moments in time. In 2026, they are part of a narrative that starts well before the doors open and continues long after the lights go down. Content shapes how audiences discover an event, how they participate while they’re there, and how messages travel afterwards.
The smartest teams and agencies no longer think about content as something that sits inside the event itself. Instead, they design content strategically across the full lifecycle, using storytelling to guide audiences on a journey rather than delivering a series of disconnected moments.
When content is treated as central, everything flows more intentionally: messaging, sessions, formats, and follow-up. Without that strategic lens, events risk becoming gatherings without purpose rather than experiences designed to create lasting impact.
What has changed in the past year that shapes how audiences engage with event content in 2026?
"Audiences now expect content to be relevant, personalized, and adaptive, not broadcast at them.”
Audience expectations have fundamentally changed, driven largely by generative AI and always-on digital behavior. People are increasingly accustomed to content that responds to them; content that is tailored, immediate, and immersive.
Generative AI has accelerated this shift by demonstrating what adaptive content can look like in practice. As a result, tolerance for generic, one-size-fits-all messaging is disappearing quickly. Audiences expect experiences that feel relevant to them, not ones that are scripted for everyone.
In 2026, this means people want to engage on their own terms, across different platforms, formats, and moments before, during, and after an event. Content has to work harder, faster, and smarter, delivering value wherever and however audiences choose to engage.
Where do people most often misunderstand or overlook content strategy?
"The biggest blind spot is treating content tactically instead of strategically.”
One of the most common mistakes is reducing content to a checklist: stage sessions, social posts, highlight videos. What’s often missing is intent; why the content exists, who it’s for, and what behavior it’s meant to drive.
This is especially true with video. Event wrap-up videos frequently showcase atmosphere but deliver little value beyond aesthetics. Without a clear objective or call to action, content becomes noise rather than a tool for engagement, learning, or influence.
When content lacks strategy, it fails to create long-term value. When it’s designed with purpose, however, it becomes a powerful mechanism for extending impact well beyond the event itself.
What does a “good” event content strategy look like?
"A strong content strategy starts with clear objectives and ends with measurable outcomes.”
A good content strategy is intentional from start to finish. It begins with clear objectives, a defined audience, and planned engagement moments. It ends with measurable outcomes that show what happened next.
Rather than producing more content, high-performing teams focus on producing the right content in the right formats across the entire event lifecycle. That might include tracking engagement metrics such as dwell time, participation, sentiment, or post-event action.
Crucially, a good strategy ensures the conversation continues after the event ends. Content should build momentum, keeping audiences engaged and informed long after the event, rather than fading once it ends.
What are the first steps to strengthening content-driven engagement?
"Bring content, digital, and experience partners together from the very start.”
The first step is early alignment. Content producers, digital teams, and experience partners should be involved from the outset, not once agendas are locked. Early collaboration unlocks better ideas, stronger storytelling, and more cohesive execution.
Second, teams should agree on success metrics upfront. When everyone understands what good looks like, decision-making becomes faster and more effective.
Finally, content should be designed collaboratively rather than in silos. The most engaging experiences are co-created, with agencies and partners working together to tell a coherent story that audiences can follow and engage with.
What should people start or stop doing when it comes to content?
"Stop thinking of content as an output. It isn’t a byproduct of the event, it is the event.”
Start designing content around audience behavior, not agendas. Engagement improves when content reflects how people actually consume and interact with information, rather than forcing them into rigid formats.
At the same time, stop treating content as something created after the event is planned. Content is not an add-on or a deliverable; it is the experience itself.
In 2026, the standout events will be those built around purposeful storytelling, adaptive content, and strategies that connect audiences before, during, and long after the event ends.
With a background spanning journalism, brand storytelling, and experiential marketing, Martin Fullard helps Identity use content to drive deeper engagement, clearer narratives, and measurable outcomes across its clients’ event lifecycles.
Explore more insights in Cvent’s 2026 Event Trends Report.
