About Me
Who I am
I’m Zoë Kelly, a B2B SaaS content strategist and writer with over five years of experience helping companies create content that resonates with real audiences. Outside of work, I’m an avid reader, hiker, and sourdough bread baker. I love exploring my beloved Bay Area (natural and urban landscapes alike) and finding new quiet reading spots
Where I’ve worked
I’ve built my career by stepping into new industries as a newcomer and quickly mastering their language (from politics to mortgages, to B2B partnerships, to channel incentive management, with a few stops in between). I lead currently lead content strategy across multiple verticals, where I might start the morning writing for a B2B partner marketer, shift midday to the owner of a small auto shop, and close out with content for an HVAC installer. Alongside this, I freelance for SaaS companies looking to sharpen their messaging and connect more deeply with their customers.
What I do best
I thrive when translating intimidating, complex, or technical topics into clear, relatable, and engaging narratives Over the years, I’ve cut my teeth writing about healthcare, SaaS technology, channel incentives, mortgages, and taxes. Getting people to understand and care about things like rebate structures or compliance requirements is no small task, but that’s exactly where I shine.
How I work
My approach is empathy-first. I start by working backwards from the audience, asking: What do they need to know? What questions are they really asking, even if unspoken?
I define the purpose of each piece upfront. Are we building trust? Driving discovery? Supporting sales? Educating new users or partners? Deepening existing relationships? Typically, the answer is a combination. Writing comes later in the process, after I’ve identified audience intent, the right format, and the distribution strategy.
From there, I map out the most effective way to deliver that information, whether through a blog, infographic, help-sheet, Book, case study, or another format.
I optimize every asset for human engagement and discoverability using SEO, AIO tactics, and data-informed decisions. But ultimately the goal is clear, actionable content that resonates, drives meaningful results, and positions the company as a trusted guide and advisor.
What I believe
Resonance comes from empathy, relevance, and real value. Attention spans are shorter and the internet is oversaturated with factual yet generic (and dare I say lifeless) content. I believe in standing out with narratives that tackle specific challenges, making readers feel seen, informed, and ready to take action.