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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position