The Value of Niche Content with Mitch Bettis

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Whether it’s produced in a marketing or editorial context, the value of any piece of content ultimately depends on how it resonates with its intended audience. For many businesses and publications, this means a content strategy that focuses on reaching as many people as possible. However, this strategy has become increasingly challenging as media landscapes and the way people consume content online continues to evolve. As owner and president of Five Legged Stool, which owns Arkansas Business Publishing Group, Fort Worth-based Scott Publishing and FLEX 360, a web development and digital marketing firm, Mitch Bettis believes in a different type of content strategy that has allowed his company’s publications to thrive. Check out his insights into why niche content can help you accomplish your goals.

 

Niche Content Reaches a Targeted Audience

Bettis joined Arkansas Business Publishing Group in 2013 as general manager and publisher under previous owner, Olivia Farrell, who had grown the company from a single publication to a niche content enterprise with more than 30 different publications. While many newspapers and magazines have seen dwindling subscribers in recent years, delivering niche content to targeted audiences has taken Arkansas Business Publishing Group to new heights. From recent graduates and real estate investors to outdoor and travel enthusiasts, Arkansas Business Publishing Group produces niche content written specifically for their target audiences. 

“What this company and what Olivia and all those who were there at the beginning saw is let’s be really great at this smaller audience,” Bettis said. “We don’t try to be all things to all people, but we try to be really great at giving people something unique, distinctive and meaningful in those narrow niches. Whether you’re a bride trying to plan your wedding day or a CEO for your business, we try to be really great in front of a narrow group and I think that’s really been a strength of ours.”

Niche Content Builds a Connection

Whether you’re a publisher trying to increase subscriptions or a business trying to increase leads, the goal when developing a content strategy is to build a connection with your target audience. In an increasingly saturated marketplace, niche content is the key to standing out from the clutter by prioritizing personalization. Start by learning as much about your target audience as possible. The more you know about the topics and ideas that appeal to them, the easier it will be to develop niche content that cultivates a connection with your target audience.

“When I started out in the newspaper business, it was all about mass media and getting every eyeball you could possibly get. Whether that was the 80-year-old grandmother or the 10-year-old kid looking for baseball scores, it didn’t matter,” said Bettis. “We’ve instead tried to be really great at this smaller audience. These things seemed odd 20, 30, 40 years ago, but I think the strength of what we deliver is owning our audience in a meaningful way.”

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Niche Content Promotes Thought Leadership

Reaching and connecting with a targeted audience aren’t the only benefits that niche content can provide. When planned and implemented strategically, it also creates a platform to develop your status as a thought leader. Thought leadership is a content strategy that focuses less on content that sells and more on content that establishes you as an expert and resource within your field or industry. Creating and sharing niche content that’s specifically tailored to a unique audience will allow you to build trust and recognition as an intelligent, experienced and helpful leader within your space. 

“There’s been a substantial change in how we communicate and online channels have really altered the way that content moves,” Bettis said. “People are still consuming content, but it’s in a different way in this new environment. What we look at is all those opportunities, because as audiences have evolved, we have a new opportunity to meet that audience where they are with quality and engaging content.”

To learn more from Bettis and other leaders, thinkers and innovators from across the country, subscribe to The Ghidotti Podcast and stay tuned for more stories, strategies and new ideas to set your organization apart.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.