Back in July I had Bojana on, she's the Head of Content at HeyReach, and honestly this session was one of the most practical ones we've done. No fluff, just real systems that a tiny team can actually run.

The main problem we tackled was how to build focused content that drives pipeline when everyone's telling you to do more more more with AI. Bojana's approach is basically the opposite. She went super narrow, built strong systems, and scaled to 14 articles a month with just her and about 12 freelancers.

Download the step by step playbook to copy HeyReach's exact workflow from ICP mapping to freelancer ops to inbound led outbound so your tiny team can ship product led content that drives real pipeline, not vanity traffic.

What Actually Worked for HeyReach

1. Start with foundations before you write anything

You cant fix weak positioning or messy messaging with content. Bojana joined after the team already nailed product market fit, picked one clear ICP, and got messaging tight.

"The same systems and same tools and same approach from 2020 is not working in 2025. Things need to be shifted." — Bojana

Before she wrote a single blog post she audited the product, competitors, and figured out where HeyReach could actually win. Most competitors were doing generic LinkedIn help content that brought tons of traffic but zero customers. She decided to skip all that.

2. Go product led only and ditch top of funnel content

HeyReach only publishes product led content. Every piece shows a specific pain point, how to solve it manually, then how their product solves it better. No generic how tos, no broad SEO plays.

"Most competitors decided to be a help center for LinkedIn. It looks great on reports, but honestly, how many people looking to edit a LinkedIn headline are actually your customers?" — Bojana

For a lean team this focus is everything. They went after one ICP first (sales people), nailed that, then expanded to agencies, then GTM leaders. Gradual but fast, not everything at once.

3. Build freelancer systems that make writers independent

Bojana’s goal was to spend almost no time editing. She built detailed briefs with ICP info, product usage, outlines, and target actions. Writers get clear guidelines on whats expected and whats a hard no. After three drafts with a writer, she doesnt edit 95% of their work anymore.

She only works with writers through paid test assignments on real content that will publish. No fake tasks. And she pays on predictable schedules so freelancers feel secure and valued like inhouse team members.

4. Make sales support and product your best friends

Content cant exist in a vacuum. Bojana pulls pain points from sales calls, support tickets, and product team hypotheses every month. She also spends time on LinkedIn watching what the HeyReach community talks about.

This tight loop helps her prioritize topics that actually matter to buyers and understand how customers really use the product vs how the product team thinks they use it.

5. Use real experts as content authors

Every piece is written in the voice of a real person at HeyReach. Founder, head of sales, customer success lead, whoever has the expertise. LLMs and search engines reward authentic experience based content and it makes the content way more engaging.

"Everyone is writing their own posts. There is no marketing team ghost writing for anyone. Everyone is in charge of their own content because of their own expertise." — Bojana

6. Turn content into warm outbound fuel

Heres where it gets interesting. HeyReach uses tools like RB2B and Clay to identify visitors on high intent blog content, then triggers targeted outreach campaigns. Same thing with LinkedIn post engagers. Extract who engaged and push them into warm outbound sequences.

So content isnt just sitting there waiting for conversions. Its actively feeding the outbound engine with warm qualified leads.

Key Takeaways

Focus beats FOMO. Pick one channel and one ICP, master it, then expand. Build systems early so you dont burn out when content demands keep growing. Make your freelancers true partners with clear briefs, feedback loops, and reliable payment schedules.

Track what matters for your business. For HeyReach thats non branded organic traffic, free trial clicks from blog posts, and content influenced deals. Not time on site, not vanity metrics.

And most importantly, content needs solid foundations. Clear positioning, tight ICP definition, and strong messaging have to come first. Otherwise youre just making noise.

Want this system built around your GTM, not just your blog? Book a call with Catalyst. We'll audit your current GTM, identify the highest leverage content plays for your pipeline, and outline how founder led content can warm up outbound, de risk SEO bets, and turn every asset into sales collateral your team actually uses.