Onyo Marketing

Inbound content-marketing for lean, ambitious companies.

Helping thought leaders, experts and B2B companies to harness their expertise to educate, engage, and grow.

We help innovative B2B firms, legal service providers, and leading think tanks to showcase their specialized expertise more effectively. Together we transform your technical expertise into clear, compelling content that converts readers into clients.

High-quality, expert-driven content that reflects your deep expertise and serves your audience with real value

  • No generic, shallow, or click-driven content.
  • Translates complex knowledge into clear, engaging, and useful content
  • Positioning your business as a true authority rather than just adding content and hoping for the best

Working With Yoni Balkind

Delivering clarity, structure, and measurable outcomes at the intersection of law, technology, and strategic growth.

Yoni founded Onyo Marketing to bridge the gap between deep expertise and impactful communication, helping specialised B2B firms and legal service providers turn their knowledge into growth-driving strategies.

With a focus on transforming complex information into structured, actionable plans, Yoni has led high-impact projects such as developing a legal information platform at LexisNexis, founding the legal PR portal Go Legal, and contributing to the launch of FlatFee, a global online legal services platform.

Certified in SCRUM and Agile, he brings expertise in product management and solution architecture, alongside experience exploring innovative student financing models in Africa.

Not just a content factory

There’s enough noise on the internet. Onyo Marketing is about creating information assets that add value to readers, while demonstrating expertise.

Good inbound marketing relies on a mix of strategic planning and execution.

Here is how we tackle Both Together:

Strategy and Planning

Crafting a Strategic Blueprint to Unlock Your Expertise

Your expertise is your greatest asset—but without a clear strategy, it can get lost in the noise. Together, we’ll build a strategic blueprint that positions you as the go-to authority in your field.

This process focuses on three core pillars:

  • Pinpoint the specialist knowledge that sets you apart: the business processes you’ve mastered, the legal pathways you navigate, or the technological hurdles you overcome.
  • Clarify what you know, who needs it, and how your solutions deliver unique value.
  • Understand the problems your customers face and the answers they’re searching for, what they’re searching for online, and the gap between their knowledge and the solutions they need.
  • This insight ensures your content speaks directly to their pain points, positioning you as the trusted guide they’ve been looking for.
  • Transform vague or jargon-heavy offerings into productised services with clear scope, pricing, and delivery processes.
  • Cut through the noise by identifying your uncontested space: Who needs this most? What language makes it indispensable? How do you price and position it to stand apart from competitors?

Find The Marketing Sweet Spot

When your marketing is based on a blueprint, you create content that demonstrates your expertise, while addressing the needs of the market, thereby capturing leads for your products and services.

The marketing sweet spot

Deliverables

Strategy, Clarity, and Actionable Outcomes

By the end of our collaboration, you’ll have a comprehensive toolkit to drive growth, align your team, and position your expertise with precision. Here’s what you can expect:

  1. Content Strategy
  • Content Inventory -A strategic pipeline of content tailored to your audience’s needs, ensuring you always have relevant, high-value material ready to publish.
  • A Holistic Marketing Mix – A plan to maximise the impact of your content by repurposing it across multiple channels—social media, video, email, and more.
  • We’ll identify opportunities for diverse formats like case studies, white papers, and infographics to engage your audience at every stage of their journey.
  • A defined voice and editorial policy to maintain consistency and quality across all content. This creates a scalable, repeatable process for content creation, saving time and ensuring your expertise shines through in every piece.

2. An Internal Blueprint to Align Your Team

  • Service Blueprints – A detailed map of your service offerings, including scope, deliverables, and pricing models (e.g., subscription, project-based, value-based). A clear marketing positioning framework to unify your team’s efforts.
  • Consistent language and messaging to onboard sales and stakeholders, ensuring everyone speaks the same language about your offerings.
  • Scripts, FAQs, and elevator pitches to empower your team to sell and deliver with confidence.
  • A prioritisation framework for explaining your services effectively—starting with benefits, then moving to features and technical details.
  • Pricing Strategies – A tailored pricing model that reflects the value of your offering and aligns with market expectations. Guidance on how to communicate pricing confidently and effectively.

3. A Website High-Level Framework

  • A website architecture optimised for user journeys, clear calls-to-action (CTAs), and lead generation. This ensures your content works harder for you, automating inbound marketing and converting readers into clients.
  • Client Journey Maps – A step-by-step visualisation of your client’s experience—from first touchpoint to post-delivery follow-up. Identified friction points and opportunities to improve satisfaction and retention.

Expertise That Matches Yours

We bring more than writing skills, we bring deep research capabilities, commercial insight, and market knowledge to the table. The strategy process we follow allows us to fully understand your domain, create content that aligns with your expertise, to speak your language, and resonate with your audience.

Execution

Here is how we help you build a content engine that educates your market, builds authority, and converts high-value clients, without wasted effort:

Empowering your firm to produce content in a scalable and sustainable way by putting the right processes, tools, and workflows in place, such as:

  • Content Workflow & Governance – Designing editorial processes to ensure smooth collaboration between subject matter experts, marketers, and writers.
  • Content Calendar & Pipeline – Creating structured workflows to plan, track, and manage content production.
  • Templates & Editorial Guidelines – Providing writing frameworks and style guides to align the team and maintain quality.
  • Training and support for your marketing team to ensure best practices in content product and content marketing

We handle content creation, whether it’s full-scale writing, editorial refinement, or reworking existing content. This can be done in multiple ways:

  • End-to-End Writing – We research and produce content based on agreed-upon topics and key messages.
  • Editing & Refinement – Taking client-drafted content and refining it for clarity, impact, and engagement.
  • Content Interviews & Ghostwriting – Conducting expert interviews and distilling insights into compelling articles, reports, or thought leadership pieces.

Amplify your content with a refined web experience. a website architecture optimised for user journeys that showcasing your expertise, prividing clarity for readers, and for maximing lead generatIon

  • A custom information architecture and UX.
  • Intelligent structuring of your content library for a better user experience and higher engagement
  • Streamlined, finely crafted navigation and search
  • SEO tactics that yield better results through close alignment with your content strategy.
  • Thoughful interlinking and cross-referencing between information content and service offerings.
  • Purposeful user journeys that optimise for reach and lead generation with onboarding bakes into the system.
  • Smart call-to-actions (“CTAs”) that bridge engagement with action

Creating great content is only half the battle—we help firms maximize their reach by repurposing and distributing content across multiple channels.

  • Multi-Platform Adaptation – Reworking content for blogs, LinkedIn, Twitter, newsletters, and industry forums.
  • PR & External Publications – Pitching thought leadership to relevant media and trade publications.
  • Email & Social Media Adaptation – Turning long-form content into bite-sized, shareable insights for different platforms.
  • Master the Marketing Mix—Repurpose Once, Profit Forever
    • marketing mix strategy to utilise social media, email marketing, your website so that content can be efficiently recycled in a way that reinforces and upsells.
    • Posting content that disappears into the void? Deploy a Recycling Strategy for social media, email, and your website. Turn one piece of content into 10, reinforce your messaging, and upsell effortlessly—without starting from scratch.

Automate Your Inbound Lead Engine

Be relevant, useful. Instead of selling, SHOW customers what you do and how you can help them and let them come to you.

Markets We Serve

If you sell a specialised B2B product or service, you need marketing partners who grasp what you do. Onyo has its roots in legal and compliance, tech, and financial services.

Our clients typically fall within the areas below:

We help law firms, consultancies, and other expertise-driven businesses demonstrate their knowledge and capabilities through strategic content marketing.

  • What We Deliver:
    • Content that positions you as a trusted authority in your field.
    • Collaboration with writers and marketers who have specialised knowledge in your industry (e.g., legal experts for law firms).
    • A seamless process that lets you focus on client guidance while we handle the complexities of content creation and placement.

We design and execute intelligent, content-driven growth strategies for innovative tech companies.

  • Ideal for Products That:
    • Require solution selling or cater to complex, multi-varied workflows.
    • Need demand generation and market education to explain their value.
    • Target specialised audiences by demonstrating deep domain knowledge.
    • Are content-centric (e.g., online research tools, educational resources, or digital libraries).
  • Our Expertise:
    • Product marketing, product management, user experience design, and information architecture.
    • A unique ability to operate at the intersection of product marketing and information marketing.

We help purpose-driven organisations amplify their impact through persuasive, informative, and actionable digital strategies.

  • How We Support You:
    • Intelligent structuring of content libraries for better user engagement.
    • Streamlined navigation and search to ensure users find the most relevant content.
    • Thoughtful interlinking between research, campaigns, and advocacy efforts.
    • Purposeful user journeys that optimise for reach, lead generation, and fundraising.
    • Content support services across the production lifecycle—blogs, social media, video, and more

We work with legal service providers and legal tech companies to simplify complex offerings and engage their audiences effectively.

  • Examples Include:
    • Escrow services, compliance solutions, and business formation tools.
    • Compliance alerts, online legal research tools, and software with a legal or financial edge.