Last week Bojana Vojnovic joined us to walk through exactly how she built and runs the content system at HeyReach that went from 4K to 36K monthly organic visits in 9 months. She's head of content there and the whole session was about how to actually scale content production without losing your mind or chasing vanity metrics that dont connect to revenue. If you want the full breakdown with all the details and frameworks, check out our full breakdown of HeyReach's $9M GTM content motion.

The setup matters more than the tactics

Bojana made it super clear that most teams skip the important stuff and jump straight into producing content. And that always backfires when you're trying to grow fast with a small team. Before she wrote a single article she made sure positioning and icp was locked in because without that you just publish a bunch of stuff that confuses everyone including search engines and llms.

"Figure out who your ideal customer is. But not ideal in terms of like theory. Who is buying right now." — Bojana

The HeyReach team did the hard work before she joined. They talked to a thousand customers, pivoted from being a tool for everyone to focusing on agencies first, then rolled out to other icps in batches. That focus is what let them move fast once content started.

Product led content with real voices

Instead of trying to rank for everything or building a help center that brings the wrong traffic, Bojana went all in on product led content. That means showing the pain point and the real workflow and letting the product show up naturally inside it. Not pitching, just teaching how to solve the problem. And they use real expert voices. The founders, sales team, success team, everyone writes their own posts on LinkedIn. No marketing team ghostwriting for anyone.

"Everyone is writing their own posts. There is no marketing team doing anything for anyone." — Bojana

Those posts and the expertise from customer workflows turn into guides, playbooks, templates, and get distributed everywhere. One good customer workflow becomes 10 pieces of content across the site and social. She also ditched traditional brand voice guidelines and built author specific tone guides so each person sounds like themselves which makes the content way more authentic and easier for llms to trust.

Systems to not drown

Bojana is the only inhouse content person and works with around 12 to 15 freelancers depending on the quarter. To make that work without burning out she built systems from day one. Paid tests on real briefs, super detailed outlines provided upfront, tight feedback loops, and consistent payment schedules so freelancers feel secure.

She keeps sales support and product teams close. Sales calls show her how customers actually search for solutions and what words they use. Support tickets show where things go wrong or where the product explodes in a good way. And she uses the product herself constantly because you cant position something if you dont understand how it works.

The brief process is detailed but the writing guidelines are simple. Do this, dont do this, and why. After three rounds with a new writer she rarely has to edit anymore because the system teaches them what good looks like for HeyReach's content.

Track what connects to money

Bojana tracks a small set of metrics that actually matter. Organic traffic split into branded vs non branded. Share of voice using Athena for share of voice tracking. Mentions and citations from llms. And the big one, free trial clicks from blog pages.

"I'm focusing did they clicked on something. No ones interested in anything else." — Bojana

Time on site and vanity metrics dont matter when you need to report how content impacts pipeline. And content does feed pipeline directly at HeyReach. They use RB2B visitor identification to capture site visitors from top performing content pages, enrich them through Clay workflows, and push them into outbound campaigns. Same thing with LinkedIn post engagers. So outbound isnt cold anymore, its warmed up by content.

Just focus and execute

The whole system sounds simple when you hear it but it works because its focused. Pick one icp, nail the content for them, track what drives free trials, then add the next icp in batches. Dont try to be everything to everyone from day one. Use real voices and real workflows. Build systems so freelancers can scale with you. And make sure content ties to revenue or youre just making noise. If you want templates for briefs, writing guidelines, and the full competitor research process Bojana uses, grab them from our content and GTM resources page. And if you want more sessions like this one, check out upcoming Catalyst webinars where we bring on operators who are actually doing the work.