A few years ago, I wrote about a client’s global conference that was two months into planning. The team was deep in branding, sponsorships, sales incentives, session selection, and keynotes. Time spent on post-event marketing? Zero. No one owned it.

Today, the problem is flipped. AI makes it easy to create too much. A single webinar becomes multiple clips, a case study, a playbook, a landing page, and four blogs with a few prompts. A team of one or two can make all of it. But then what?

Someone still has to decide what’s important, who needs to see it, and how to get it to them. Here are the practices that stand out from event teams doing this well.

Plan for content before the event

The best post-event decisions happen before the first session is recorded.

Ask your audience what they want to learn

For its annual conference, one HR software company starts with a simple question on its registration forms: What topics do you want to see?

The team pulls the responses and uses AI to identify common themes.…