Scott Keenan is a highly experienced campaigns and content professional in the mining sector and currently leads communications for the NSW mining sector as Director Public Affairs at the NSW Minerals Council.
In this episode of Pure Gold Marketing, I chat with Scott about how his team are shaping public perception of mining in Australia, using storytelling and strategic content to build trust and engage communities.
We cover everything from:
⚡️ The strategy behind NSW Minerals Council’s industry campaigns
⚡️ The power of video storytelling to shift public perception
⚡️ Managing community engagement in a complex industry
⚡️ Building trust in mining through authentic content
Scott opens up on his approach to how they produce content, which has been very effective across their digital channels.
If you’re a marketer or comms professional working in mining or heavy industry, this episode is packed with valuable insights.
- 00:00 Introduction to Pure Gold Marketing
- 01:13 Meet Scott Keenan from NSW Minerals Council
- 01:50 Background in radio, news, and journalism
- 05:30 Moving into the Mining industry
- 06:31 Changes in communication platforms over 15 years
- 08:45 Importance of community engagement and building trust
- 12:30 Storytelling and content creation in mining
- 16:27 The power of video in communicating mining stories
- 21:29 The Responsible Mining Campaign
- 23:41 Working with creatives and production teams
- 27:14 Planning and executing video shoots
- 32:15 Filming on mine sites and the power of pre-production
- 37:50 Tips for making people comfortable on camera
- 39:24 Creating content for social media and vertical video
- 42:24 Sponsorship of the Newcastle Knights
- 46:32 Advice for marketing and communications professionals
- 51:27 Future trends in communications
- 54:43 Closing remarks
Connect with Edwin on LinkedIn https://www.linkedin.com/in/edwin-davis/
Follow Pure Gold Films on Instagram https://www.instagram.com/pure_gold_films/
Learn more about Pure Gold Films here https://puregoldfilms.com.au