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 lead growth.

We needed content that:

• Supported acquisition, not just brand 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

To turn our content into a growth engine, I focused on three pillars: storytelling across the funnel, SEO/AEO modern practices, and content quality driven by expertise.

1. Cross-Funnel Narratives

It can be easy for brands to just create blog posts in a vacuum without any idea of what they will do for the business. For this strategy, I wanted to develop content narratives across different content mediums, driving users to the best next action step in their journey.

To do this, I designed and oversaw a content mix that included:

• TOF Content: Ads, SEO blogs, and thought leadership aimed at engaging

• MOF Content: Webinars, SEO landing pages, gated assets, and provider resources, designed for lead capture.

• BOF Content: Landing pages with product features, testimonials, and sales assets to help prospective customers make their decision to try Headway.

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

Here’s one example:

2. Modern SEO & GEO for Discoverability

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

• Keyword planning focused on “entities” or topic clusters, based on intent and product fit.

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

• Tone for that framed Headway as an “expert partner” to build provider trust, while also making complicated topics easy to understand.

• Content that focused on “Information Gain” — or, adding unique value that no other competitors could add, rather than regurgitating what’s already been said.

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

3. Ensuring Quality at Scale

Content doesn’t work in isolation, especially in healthcare. To gain our readers' trust and be selected by AI agents as a “reputable source,” quality was paramount. To achieve this at scale, we:

• Partnered with the Legal, Compliance, and Clinical teams to ensure content was trustworthy, high-quality, and rigorously de-risked.

• Connected with Sales, Growth, Lifecycle, Product Marketing, UX Research, and other cross-departmental teams to keep a pulse on what our customers were saying and responding to.

Execution

Once we had tested and validated our strategy across a few content clusters, it was time to scale up our process. In order to achieve this, I:

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

• Implemented clear workflows, editorial standards, and feedback channels for writers and SMEs.

• Wrote and edited conversion-focused content across formats.

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

I also piloted an AI agent via Writer AI to enhance workflows (like brief writing, outlining, and checking for brand voice adherence and legal and compliance red-flag language)

Impact

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

• Improved content discoverability and engagement.

• Clarified how content supported clicks, MQLs, and SQLs.

• Strengthened alignment between Content, Marketing, Growth, Product, Legal/Compliance, Clinical, 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 represented 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.