Mining Marketing for Energy & Resources

Fund managers and analysts judge you on your announcements, but your website and investor deck set the first impression. They should make the asset, the strategy and the team clear in a few minutes. Our website design work keeps investor pages easy to find and simple for your team to update.

If you’re ASX-listed, keep your website and social content in step with what you’ve released to the market. Disclosure rules are detailed, so we coordinate with your company secretary or IR lead, and your legal adviser where needed, before investor content goes live.

New leadership often inherits a brand built for an old strategy. When we refreshed Paladin Energy’s brand, it was under new management and wanted to position itself as a major player in the global market. What started as a visual refresh grew into a mission statement, company values, operational pillars and the tagline “Clean energy, clear future”.

If you’re a junior explorer with one project and a small team, you probably don’t need a full brand strategy yet. A clean logo, a clear investor deck and a website you can update yourselves will carry you to the next raise.

Energy and resources groups add businesses faster than they update their branding. A new parent company often has to speak to mining executives and fund managers at once.

We run a workshop with founders and senior executives to set the brand purpose and positioning. Then we build a brand identity that shows how the businesses fit together. The system carries into the website, sales presentations and investor presentations, so operational customers and potential investors see one company.

Your social licence depends on how people near your operations see you. Host communities want to know who you are, what you’re doing and who to call. Traditional Owner groups want to see partnerships described accurately, in words they’d use themselves.

Where Aboriginal people hold equity in a project, your website has to build trust with every one of those audiences. If you’re publishing anything about a Traditional Owner partnership, have the partner group review it before it goes live. We allow time for that review in the plan.

When you need operators, trades and drillers, job boards alone rarely fill the roster. The people you want are on Facebook during a swing off or checking LinkedIn between shifts. Social media advertising reaches them with ads that show the roster, the camp and the crew. Job ads carry extra targeting rules on some platforms, so we check the current policies before each campaign runs.

If you’re hiring fewer than five people a year, skip the ad campaign. A proper careers page on your own site will do more for less.

Decarbonisation claims get read by engineers, investors and critics, and each of them will check the numbers. A vague promise about net zero invites more questions than it answers. Our content strategy work names the project, the technology and the timeframe, with every figure traceable to a source your technical team will sign.

A word bank keeps every future document describing the business the same way, so a net zero story reads the same in a tender as on the website.

Search volume in resources is small and the stakes per search are high. An investor searching your project name should land on a page that answers them. So should a procurement manager looking for a specialist provider in the Pilbara. Our SEO work targets your project names, services and regions instead of broad industry terms.

Investors and journalists also ask ChatGPT and Google’s AI Overviews about companies and projects. Generative engine optimisation makes it more likely those answers draw on your own, up-to-date pages. We’re still watching how accurate these tools are on resources companies.