Discover how Scott Keenan, Director of Public Affairs at the NSW Minerals Council, leverages storytelling to shape the mining industry's narrative.

Scott shares insights on the evolution of digital marketing, the power of video content, and the importance of engaging the right talent.

He also discusses strategies for building audience trust, adapting to new media formats, and crafting purpose-driven campaigns that resonate.

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