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.

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

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
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  • You are resourceful.
  • You are humble.
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  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • 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

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  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