Wiley · Content programme

The Conversations

Turning long-form expertise into useful formats, then using retention evidence to improve the next production cycle.

My role: Year-two content strategy, production and reporting
When: 2025

Behind-the-scenes view of The Conversations filming on the Wiley set

The work

Accountability. I expanded The Conversations in 2025, after the programme was established in 2024.

Decision. I moved The Conversations from relying on one long episode towards one-to-many distribution, while keeping each expert answer coherent.

Evidence. Two recordings became 33 assets across five formats and six channels, including podcast distribution. The work reached audiences in 44 countries, and reporting showed shorter formats retained attention better than the long-form edits.

Problem

Retention, not reach

The Conversations had been established in 2024. When I worked on it in 2025, a long episode could carry the full discussion, but it was not enough on its own to build retained attention across different viewing contexts. Reach told us that people had encountered the work; retention told us whether the format was earning their time.

Constraint

The editorial value had to stay intact as the programme travelled across six channels. Each cutdown needed to feel useful on its own, not like a chopped-up leftover from the long-form episode.

Decision and delivery

I expanded the long-form programme into a one-to-many distribution system: complete contributor answers, question-led chapter edits, podcast versions and supporting creative shaped for different viewing contexts. From two recordings, I produced 33 assets across five formats and six channels. I wrote briefs, handled edits and creative assets, and led the brand refresh with the creative director, including animated end screens, lower thirds and thumbnail variants for testing.

Result

The programme reached audiences in 44 countries. Reporting showed that the shorter formats retained attention better than the long-form edits. That data informed the next production cycle: which answers warranted their own edit, what should remain long-form and where a different format or thumbnail merited testing.

What’s next

The next cycle is to keep using retention evidence to choose the right length, edit and distribution context before production begins.

Selected work

In the work

Behind-the-scenes view of a camera crew filming The Conversations on the Wiley set — Behind-the-scenes production view from The Conversations filming.

The Conversations Episode 1: Past the PDF video poster — **The Conversations Episode 1: Past the PDF**A prominent example of the long-form Conversations programme.Watch on YouTube

Source: official Wiley upload on YouTube.

The Conversations Episode 2: Beyond the Paywall video poster — **The Conversations Episode 2: Beyond the Paywall**An official Wiley upload from The Conversations.Watch on YouTube