Johnson & Johnson Vision

Brought on as a contractor copywriter to help take a stale, sterile voice and make it more consumer-friendly during the ACUVUE website upgrade, I stayed on to join two more teams and become something of a swiss army man—a little bit copywriter, a little bit strategist, a little bit content manager.

Case study: Building and executing a new content development process from the ground up

Challenge:

ACUVUE.com has not traditionally been a site people go to for information about eye health. It’s mostly used as a rewards center and product catalogue. But we are living in the information age. Those with the most trustworthy information, presented in the most reader-friendly way win site traffic and, ultimately, customers. So in a highly regulated organization that is used to shopping out creative work, how to we create an internal, repeatable process for content creation?

Solution:

Just start. From the ground up, I planned, piloted and executed a content creation process. The secret? Collaboration. Leveraging SEO data from our in-house team, I drafted in-depth content. Engaging with SMEs and stakeholders, we ensured accuracy of the content. Next, regulatory review. A key focus of mine was establishing a close relationship with the medical, legal, and regulatory panel—typically a dreaded step in the content creation process. This effort paid off, as we worked through road blocks that would typically halt a project. Then, I worked closely with design to craft new medical illustrations and get it all into layout. Finally, I’d build them onto our site with support from the platform team and push them live.

Results: