Described is a technology by which a content management system (such as part of Microsoft® Office SharePoint® Server) synchronizes data with an external (e.g., third-party) data storage system. For example, live video and/or on demand video webcasts may be stored on the external data storage system, but may be controlled by events created and edited at the content management system, even though the content management system does not directly support video content. In one example, an administrator creates or modifies an event at the content management system, and if the event is coordinated with the external data storage system, the content management system is synchronized with the external data storage system. One-way communication and/or two-way communication may take place for synchronization, including providing parameters to the content management system from the data store, or by sending notifications and queues to synchronize data with the content management system.