How HeyReach Built a $9M Content Engine

For marketing leaders at Series A-B SaaS companies who want content that moves pipeline, this is the exact system Bojana Vojnović used to grow HeyReach from 5K to 35K monthly organic visitors in 9 months against a $10M revenue target, with a 3.5-person team and one person running content. The download walks through the full 10-step pipeline-first system, plus the brief template, two-column writer guidelines, and the 5-step LLM content research process you can run today.

Created with

Bojana Vojnović

Content Lead at HeyReach

Free Playbook

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What you'll learn

Lock the 4 foundations (product-market fit with a defined niche, a buying-behavior ICP, differentiated messaging, and your ICP's actual vocabulary) before you write a single page
Run the internal and competitor audits that find the red zone everyone overlaps in and the gap you can actually win, the way HeyReach skipped help-center-for-LinkedIn content competitors chased
Write product-led, expert-voiced content with a per-expert tone (CMO on strategy, Head of Sales on outbound, success team on product) so each piece reads like the person who lives it
Get your team posting consistently on LinkedIn through revenue-impact framing, gamified quarterly rewards, required product usage, and strength matching
Build the writer independence system (paid tests on real briefs, briefs that answer 90% of cases, feedback loops, predictable cycles) so writers need minimal oversight after 3 assignments
Connect content to outbound with RB2B and Clay visitor capture plus LinkedIn engagement capture, turning warm readers into inbound-led outbound sequences
Track the metrics that matter (free trial clicks, non-branded traffic, share of voice, LLM citations from ChatGPT, Perplexity, and Claude) and roll out by ICP in quarterly batches

Summary

HeyReach built a content operation where every piece passes one test, does it influence free trial clicks. Bojana Vojnović locked positioning and ICP first, ran internal and competitor audits, then shipped product-led, expert-voiced content tied directly to outbound campaigns through tools like RB2B, Clay, and HeyReach. The system pushed organic traffic from 5K to 35K monthly visitors in 9 months while the company grew to $9M with a 3.5-person marketing team. The playbook covers writer independence after 3 assignments, format stacking that turns one customer workflow into many assets, and rollout by ICP in quarterly batches. Instantly ran the same motion and published 218% more content from the same team.