Building a Full-Funnel Content Engine in Healthcare Tech at Headway

Snapshot

Company: Headway
Role: Senior Manager, Content Marketing
Focus: Acquisition, SEO, full-funnel content, cross-functional growth
Industry: Healthcare technology (B2B / B2B2C)


The Problem

When I joined Headway, content was doing a lot of things, but it wasn’t always clear how those things connected to growth.

We needed content that:

  • Supported acquisition, not just awareness

  • Drove measurable impact across the funnel

  • Worked in a regulated, high-trust healthcare space

  • Scaled without becoming chaotic or reactive

At the same time, search behavior was changing. Traditional SEO playbooks alone weren’t enough. Content needed to be discoverable, conversion-oriented, and ready for how people actually find information today.

The Challenge

Build a scalable, full-funnel content engine that:

  • Drives qualified traffic through organic and on-site SEO

  • Converts that traffic into MQLs and SQLs

  • Supports pipeline and sales conversations

Strategy

I focused on three interconnected pillars:

1. Full-Funnel Content Design

Content wasn’t just “blog posts”, it was an ecosystem.

I designed and oversaw a content mix that included:

  • SEO-driven on-site content for discovery

  • Gated assets and provider resources for lead capture

  • Landing pages tied to specific product offerings and campaigns

  • Conversion-oriented content to support sales enablement

Each piece had a job to do, and a metric attached to it.

Here’s one example:

Awareness to Engagement

We created articles on trending thought leadership topics to drive visitors to Headway.

Engagement to Consideration

We’d link to other relevant topics tied to problems providers face when running their practices, in order to educate, build trust, and introduce Headway as a solution.

Consideration to Decision

Then we directed them to landing pages (which were also optimized to SEO keywords) to learn more about how Headway can help solve their unique problems.

From there, if they didn’t SQL, they’d enter an MQL email flow to educate and drive action.

Conversion

We worked with Product and Marketing Ops to reduce friction and optimize forms to drive conversion.


2. Modern SEO & Discoverability

We also layered SEO into how we prioritized topics and drove potential new provider traffic growth. I oversaw on-site SEO and GEO strategy, focusing on:

  • Keyword planning grounded in intent and product fit

  • On-page optimization for clarity, scannability, and engagement

  • Content frameworks designed to be AI-search-ready and not keyword-stuffed

The goal wasn’t traffic for traffic’s sake, it was qualified discovery that moved people forward in the funnel.

3. Cross-Functional Alignment

Content doesn’t work in isolation, especially in healthcare. So, I partnered closely with:

  • Growth Marketing to support acquisition and demand gen

  • Lifecycle to align content with nurture and activation

  • Product Marketing to ensure accuracy and trust

  • Sales to support pipeline and enablement needs

  • Legal, Compliance and Clinical to ensure content was trustworthy, high-quality, rigorously de-risked

Together, we mapped content and aligned on what “success” looked like at each stage.

Execution

Turning strategy into systems

To make this work at scale, I:

  • Hired a Content Production Manager who implemented data-driven planning frameworks, prioritizing content that’d drive funnel outcomes.

  • Established clear workflows, editorial standards, and feedback loops

  • Wrote and edited conversion-focused content across formats

  • Managed and coached content strategists and producers to ensure quality and consistency

I also piloted AI assistant via Writer AI to:

  • Streamline workflows (like brief writing, outlining, and checking for brand voice adherence and legal and compliance red-flag language)

  • Improve efficiency (helping us produce more while maintaining quality)

Impact

While I can’t share every metric publicly, this approach:

  • Improved content discoverability and engagement

  • Clarified how content supported MQLs, SQLs, and conversions

  • Strengthened alignment between Content, Growth, Product, and Sales

  • Created a repeatable model for scaling content without losing focus or quality

Most importantly, content became easier to trust internally and externally.

Why This MatterED

This work marked a shift from content as a channel to content as infrastructure. By tying strategy, SEO, execution, and measurement together, we built a system that:

  • Supported growth goals

  • Respected the realities of healthcare

  • Adapted to a changing search landscape

  • Scaled with the business

It’s the kind of content work I’m most proud of: practical, thoughtful, and deeply connected to how companies actually grow.