Why listed mining companies are using more video and animation

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What miners have in the ground, has a direct impact on the share price and therefore the value of the business, so how businesses are able to develop their narrative and communicate what they are doing can greatly improve liquidity, value and help raise new capital. This applies across the board for retail, intermediary and institutional investors.

Aside from the value of the assets, mining is really about two things: people and problem solving. Therefore attracting and retaining the best people and showcasing how you are operating, builds confidence with investors.

As mining slowly returns to pre-crash values, companies are increasingly turning to video to help shape their story. This can help speed up access to capital so that companies can move into the next phase of development during this window of opportunity. At all stages of exploration, development and production, video can help show what companies are up to. Assets are often in far flung locations, the more distant the asset and difficult to reach, the more important it is to show people what it is going on.

But investors are not the only stakeholders in mining. Here is a selection of possible stakeholders that can benefit from getting a clearer understanding of what a mining company is doing and looking to achieve.

Existing Investors: Retail, intermediary and institutional investors need to understand how their money is being spent and how value is being created.

New Potential Investors: Video can help get new investors over the line.

Employees: Tell the people who work for the company around the world, what the business is doing.

Local community: Wherever a company is operating, video can help show the people in nearby communities how a mine works and what it means to them.

Countries and Ministers: Show the citizens and key ministers what the project means to their country in terms of employment and investment.

Journalists, Analysts, Brokers: Ensure these different roles have a clear understanding of the brand and objectives as well as the numbers.

NGOs and Partners: Outline key messages so everyone is informed.

Separately to stakeholders, another key message is often ESG and CSR. If a company, has long-term goals and is looking to build sustainable value then having strong principles is very important and these principles need to be placed at the heart of the organisation,  championed and showcased.

Where video cannot tell the story, animation can. Particularly when you want to show what is happening under the ground. Flythroughs help showcase what might be and can also help visualise a drilling programme, a developed minesite or even how logistics will work for an operational mine.

When you combine good content with the correct digital strategy, you can ensure that your video is distributed directly to the people who matter to your business. You can target analysts, attract new employees and investors as well keeping the existing ones informed and engaged on your journey. LinkedIn enables you to push content the employees of any company that is relevant to your business, Twitter enables you to people with interest in mining investment. Our company has also launched the investor relations marketing tool Stakeholder, to help companies with this challenge.

All these factors lead to video being a vital component in the IR and communications toolkit for mining companies and help explain why the adoption of quality video and animation content is on the rise in the mining space.

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Topics: Content Marketing, Digital Strategy, mining and metals

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