Analysisgenerative aievent marketingcontent strategy
Event Marketers Prioritize Content Across Lifecycle
7.2
In a 2026 interview, Martin Fullard of Identity says content must span the full event lifecycle, not just on-day programming, as generative AI and always-on digital behavior raise expectations for personalized, adaptive experiences. He recommends early cross-functional alignment, clear objectives, and measurable outcomes to convert content from tactical output into a strategic driver of sustained audience engagement.
Key Points
- 1Design content across the entire event lifecycle, from pre-event discovery to post-event follow-up.
- 2Emphasize generative AI-driven personalization as baseline; audiences now expect adaptive, highly relevant experiences.
- 3Implement early cross-functional alignment, clear objectives, and measurable metrics to make content actionable.
Scoring Rationale
Actionable, industry-wide guidance with practical steps; limited novelty and single-source interview reduce broader research impact.
Sources
Public references used for this report.
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