information architecture : editorial strategy : copywriting
Informing the public about a new first-aid care brand with innovative technology
The Ask
Curoxen is an innovative first-aid ointment that gets its healing power from oxygenated olive oil. This wound care technology had been available in Italy for many years, but OrganiCare wanted to introduce it in the U.S. market. They had to not only launch a new brand but also explain the technology behind it and convince the public why it’s a better alternative to the wound care they’ve always trusted and used.
What I Did
My Role
Before OrganiCare launched Curoxen in the U.S. market, I worked with CEO Caroline Goodner and PR consultant Kimberly Strenk to understand the business goals and messaging needs for the product’s website. I used that information to create the site’s underlying information architecture. I wrote all the copy for the site, making sure it was optimized for SEO.
My Contributions
Created the information architecture and structure for the product’s marketing site
Wrote all site copy with an eye to SEO.
Edited press releases, social posts, and package copy.
Advised on blog strategy, using syndicated partner content.
