Planning content for your event is a given. But are you also planning how you’ll use it after the event ends?

At Cvent CONNECT 2025, guest host Matt Heinz spoke with Megan Martin, VP of Marketing and Innovation at EMC Meetings & Events, to discuss how events can become content engines that support marketing, sales, and ongoing audience engagement. Megan explains how pre-event planning helps teams capture the right moments for the right audiences with a clear plan to repurpose it all.

In this episode, you’ll learn:

1. Why teams need to align around content goals: Marketing, sales, and events should all be part of the conversation from the start.
2. Ways to repurpose event sessions: From blog posts to sales tools, there’s more value in your sessions than you think.
3. Tips for turning attendees into content creators: If you make it easy for attendees to create content, they can amplify your brand.

Things to listen for:

(00:00) Introducing Megan Martin

(04:05) Personalize content for your funnel

(07:03) How to repurpose event sessions

(09:42) Cross-team collaboration to maximize content 

(12:25) Inspiring community-generated content at scale

(18:45) How AI gives marketers creative space