SEO/UX COPYWRITER | Content strategist | editor

Kelly
Doran

Telling stories that matter.


CRAFTING MEANINGFUL STORIES Through
CONTENT AND UX Writing in san Diego

Cultivating a connection with your target audience necessitates a compelling story. To tell that story well, one needs a unique combination of creativity, word-smithing, tenacity, technique, psychology, and strategic thinking (which just so happens to be one of my top strengths on StrengthsFinders). As a seasoned content writer and editor, I bring each of those qualities to every project I work on.

I suppose I’ve always been a storyteller–I just didn’t realize it. Writing was my safe haven as a child, filling pages upon pages of journals with everything from angsty teenage poetry to languid existential essays. When pen hits paper, I feel like I can be my most authentic self.

As my writing has grown, I’ve found a penchant for telling the stories of others. I learned that I’m quite good at explaining complex ideas and information in a way that is clear, concise, yet still interesting. My extensive background in yoga and yoga therapy has taught me how to listen intently, ask good questions, and understand the emotions and pain points that drive people to act. I know how to empathize with my audience–and that is at the heart of good content and UX writing.

My fascination with people’s stories lends nicely to my career as an editor, content, and UX writer in San Diego. People and brands need engaging stories told in thoughtful, compelling ways to build credibility and interest. They want to stand out, be known, and be found, which is where my on-page SEO experience and content design come in handy. This requires research, a keen eye for details, and the ability to see the bigger picture. It means being able to strategically place and draw connections between different pieces of content with a consistent brand voice.

At the core of everything I do, both personally and professionally, is the belief that people and brands have value. When I pause and truly take time to listen to someone, whether it’s a client or a friend, I always find something relevant and interesting. In essence, I am validating their experience–and that is how we connect. It’s a core question that I ask myself at the beginning of every project: ‘What does this audience need to feel validated?’ And from that place, the storytelling begins.


Experience

American Addiction Centers

Senior Web Content Editor
February 2021 - March 2023

  • Researched and edited medical content about addiction and substances

  • Distilled complex information into useful content for our audience

  • Collaborated with UX and SEO to develop data-driven, user-friendly content including microcopy to enhance CRO and long-form articles

  • Managed a comprehensive topic clustering project to boost traffic, streamline URL structure, and improve IA

  • Published and maintained content in WordPress

  • Managed workflow and projects in Jira and Confluence

NP Digital

Senior Content Writer
September 2019 - February 2021

  • Wrote SEO-driven content for B2B, B2C, FinTech, and SaaS clients

  • Collaborated with SEO, paid media, and client services to develop data-driven content

  • Managed editing and revision process for client deliverables

  • Assisted in managing a team of 20+ contract writers

  • Developed internal processes to enhance inter-departmental efficiency

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Wayward Kind Digital Marketing
Content Strategist + Copywriter
March 2019 - September 2019

  • Wrote SEO-driven, audience-focused copy for various clients

  • Helped develop a Brand Voice Guide for new clients

  • Published content in MailChimp, WordPress, and Hootsuite

Hologic
Technical Writing Intern
July 2018 - September 2018

  • Developed technical writing style guide in Adobe FrameMaker and Microsoft Word to establish consistency in consumer-facing documents

  • Conducted thorough research about regulatory guidelines, AMA Manual of Style, medical devices, and audiences to develop a style guide

  • Collaborated with R&D, regulatory, marketing, and clinical departments

  • Managed a large-scale project to completion while adhering to deadlines 

San Diego State University
Writing Fellow
August 2017 - May 2018

  • Tutored developmental writing students in group and one-on-one environments

  • Assisted professor with editing and revision of student essays

  • Supported students during in-class activities

UX and Content writer

Skills


Praise for Kelly

Kelly’s guide is concise and yet comprehensive, including multiple relevant examples. In just eight weeks, Kelly created a guide that will be useful to our department for years to come.
— Mary Depner, Director-Global Labeling, Hologic

Interests

Gardening
Soil regeneration
Yoga
Baseball
Travel
Cooking
All things ocean
Hiking
Family


FEATURED WORK


Education

Think of writing practice as loving arms
you come to illogically and incoherently.
It’s our wild forest where we gather energy
before going to prune our garden, write our
fine books and novels. It’s a continual practice.
— Natalie Goldberg, "Writing Down the Bones"

SAN DIEGO STATE UNIVERSITY
B.A. RHETORIC AND WRITING STUDIES
Graduated Dec 2018
Magna Cum Laude

PHOENIX RISING YOGA THERAPY
CERTIFIED YOGA THERAPIST
Completed Fall 2010

EL CAMINO COLLEGE
A.A. GENERAL STUDIES
Graduated May 2001