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

In this episode, Edwin sits down with Pure Gold Films’ very own Production Coordinator Kit Whyte, who gives a behind the scenes look at essential elements of pre-production and planning for corporate and commercial video productions.
Kit discusses the critical role of turning corporate marketing ideas and briefs into visual reality through the video production process and shares insights into managing and planning creative projects and the logistics behind organising complex video shoots on industrial sites — including remote mine and construction sites!
Whether you're curious about the logistics behind corporate filmmaking, or how the Pure Gold Films creative production team collaborate to execute our clients' vision, this episode is packed with behind-the-scenes knowledge.
00:00 Introduction to Pure Gold Marketing
00:49 Meet Kit Whyte: From Feature Films to Corporate Videos
01:48 Behind the Scenes of Feature Films
04:15 Transition to Corporate Video Production
06:33 Challenges of On-Site Corporate Video Shoots
08:01 Travel Logistics for Filming
08:51 Managing Client Expectations
09:46 Briefing the Camera Crew
10:56 Importance of a Detailed Schedule
12:16 Client Communication and Setup Time
13:07 Accounting and Payment Terms
13:56 Favourite Projects and On-Site Experience
15:35 Final Thoughts and Reflections
16:45 Podcast Conclusion and Outro

Connect with Edwin on LinkedIn https://www.linkedin.com/in/edwin-davis/

Learn how digital marketing specialist Chris Gander develops effective marketing and content strategies at WesTrac, the importance of detailed briefs, and the value of partnerships in content production. Chris also shares his experiences with influencer partnerships, including a collaboration with Aaron Witt, and tips for small marketing teams to thrive.

National Sales Manager Arnie Hill shares how improving collaboration between sales and marketing teams leads to achieving better business outcomes, how mining companies can avoid cringy hard sells on LinkedIn, how to use targeted feedback to meet and exceed customer needs, and the key ways to add value when marketing to other mining companies.

Aussie marketing and comms pro Billie Stanic chats with Edwin about the key strategies that drove marketing success on major projects like the Carmichael Rail Network and Inland Rail, sharing her approach to capturing brand vision, building meaningful campaigns, and the importance of staying true to your values.

00:00 Introduction and Staying in Your Lane

00:12 Welcome to Pure Gold Marketing

00:49 Special Guest: Billie Stanic

02:13 Billie's Journey into Marketing

05:16 Passion for Construction and Rail

10:41 Marketing Strategies and Insights

21:03 The Carmichael Rail Network Project

26:39 Inland Rail Project and Future Prospects

27:57 Complexities of Carmichael and Inland Rail

28:30 The Power of Brand Recognition

30:04 The Psychology of Marketing

31:16 Authenticity and Communication in Marketing

34:20 Managing Corporate Brands

36:02 Working with Industry Associations

38:42 Promoting Events and Rebranding

42:17 Showcasing Company Capabilities

46:09 Future of Rail and Construction Marketing

52:24 Conclusion and Final Thoughts

Connect with Edwin on LinkedIn https://www.linkedin.com/company/pure-gold-films/

In this first episode of Pure Gold Marketing, host Edwin Davis chats with Ash Lioubachevskii, Marketing and Communications Manager at Centurion Transport. Ash shares her journey through various marketing roles and about her time as Digital Marketing and Content Manager at Cat machinery dealership Hastings Deering.

Ash emphasises the importance of authenticity and leveraging subject matter experts in marketing content for mining, machinery and construction industries.

The discussion covers the evolution of digital marketing, the value of understanding industry-specific challenges, and strategies for effective content creation and distribution. Ash also provides insights into the nuances of B2B marketing on platforms like LinkedIn and the potential limitations of newer platforms like TikTok for certain industries.

00:00 Intro
01:01 Welcome to Pure Gold Marketing
01:28 Introducing our first guest: Ash Lioubachevskii
03:56 Ash Lioubachevskii’s marketing journey: from journalism to digital marketing
06:01 Navigating the world of online dating marketing
07:00 Transitioning to heavy machinery marketing at Hastings Deering
17:31 The challenges and opportunities in mining and heavy machinery marketing
33:06 Collaborating with Pure Gold Films for impactful video content production
40:38 The art of collaboration in content creation
41:18 Navigating the complex world of digital marketing
42:00 Leveraging analytics for strategic decisions
45:29 The intricacies of marketing on LinkedIn
45:52 Creating engaging content: strategies and insights
53:44 Maximising employee engagement through social media
01:03:16 Transitioning to leadership in marketing
01:11:51 Embracing digital testing for effective marketing
01:17:45 Exploring the potential of TikTok for b2b marketing
01:22:07 Concluding thoughts and contact information
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