Working abroad takes more than knowing how to mine
Given today’s difficult environment for mining, companies and financial sources want to put their money on a “sure thing” as much as they can, and this goes beyond hiring professionals with solid reputations for expertise in their specific fields.
In many cases this often involves publishing thought-leadership content too that demonstrates an understanding of the issues facing mining and the local people who are often impacted by a mine’s presence.
This can be on topics as diverse as ore evaluation and extraction plans, designing haul roads, developing underground ventilation plans, preparing heap leach pads, paste plant operation and closure plans.
Newsjacking
A term from the world of content marketing, “newsjacking” means taking a news event that is of significance to the people you want to reach, and then developing content that shows your grasp of the issues.
For example, let’s say you’ve heard that there’s a new way to accurately assay rock in bulk (such as on a conveyor belt), to indicate the percentage of ore. An article on this topic might describe the new technology, indicate how it’s a significant improvement on current equipment, and then (and most important) give your analysis of what will change as a result of this development.
Trend content
Similar to newsjacking, “trend” content describes a development (but the focus is on a slower change), that might get missed because it’s so gradual. If you’re in a position to understand the trend, you can perform a valuable service by bringing it to the attention of people who will be affected by it.
For example, the trend towards driverless haul trucks is likely to change a great deal about mining, and your analysis might drill down into what this means for safety; costs, mine design, staffing and other factors.
Another trend can be the rising importance of good closure plans, to minimize long-term liabilities attached to the property.
It’s important to note that both newsjacking and trend content can focus on very narrow topics, provided they are of interest to the people you might want to reach.
An article on a new type of paste thickener might be of no interest to the general business market, but to a mining company looking to speed up the backfilling of stopes, for example, it might be big news indeed.
Case studies
Stories are the oldest form of communication around, and that’s what a good case study is. To anyone in that specific field, it can be as gripping as a good detective novel. A case study works best if it proves a point or has lessons that can be learned from it — and must also be on a topic that is relevant to the reader. For example, many mining companies are looking for ways to help improve their social and economic impact on people affected by their projects, so they will also be interested if you have demonstrated success in a project that improved the lives of people living in mining areas.
Best ways to publish your ideas
While many business professionals have their own regular blog, podcast, or channel on YouTube or SlideShare, it may be best for you to use opportunities that are already available. This means less work promoting your content, and a bigger audience for what you have to say.
Articles in magazines and guest blogging
Many business publications (hint: such as this one) are eager for well-written, informative content written by industry observers who have something relevant to say to their readers. Many rely on “expert” contributors to provide articles that are informative, authoritative and written with their readers in mind. These authors typically don’t get paid for the article, but then they don’t pay for the space either. A few success points:
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Don’t make it a sales pitch. All you need to do is provide useful information that showcases your expertise, and readers can get in touch. Editor Russ Noble is not interested in being part of your personal marketing program, and he will reject anything that sounds too promotional.
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Present your idea to the editor first: an email that describes your proposed article, reasons why readers of this publication will be interested, a bullet-point outline, and your qualifications to write on this topic.
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Pictures help – but be sure that you have the rights to use the images, so it may be best if you take your own photographs to go with your articles.
Many influential bloggers are interested in providing other viewpoints for their readers (and also, maybe taking a break from writing) and so are often willing to consider guest blogs from other contributors. Present your idea first to see if they’re interested.
Public speaking
Like bloggers and editors, the organizers of professional events such as conferences and luncheons are always looking to fill their lineups with good public speakers. Being a truly amazing public speaker isn’t generally as important as is having something relevant and useful to say.
A few success points:
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Find the right person to send your idea too — many of these groups are run by volunteers, and there’s turnover on their Boards, so check first.
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Present your idea to the conference organizer in an e-mail along the lines described above.
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Be persistent — you may not hear back right away, so try phone calls, leaving messages, re-sending your concept, sending updates such as “Here’s a copy of an article I published on the topic I’d like to speak on.”
It may take a lot of effort to get the speaking engagement, but it’s a powerful position to be in — wearing a “Speaker” badge at a conference just seems to give your conversations more weight, because you’re someone with authority. The presentation itself is a great way to bring across your personality, so that potential clients or employers are more likely to think, “I think I’d enjoy working with that person.”
Your LinkedIn profile
If someone’s heard you present, or read an article or blog post you’ve written, they may want to know more about you. And, their first stop will almost certainly be LinkedIn.
So, take a quick look at your own profile — is there enough there to impress someone that you have expertise in your field of specialty? Or is your profile the equivalent of a ghost town? A few points:
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Have a Summary that’s factual, but also one that brings across your personality as engaging and good to be with. Write it in the first person, and make it a story.
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Include full information on your Experience and your Education, to demonstrate what you have to offer.
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Have plenty of Recommendations, which are testimonials from people who know you — and one way to build that part of your profile is to recommend other people you’ve worked with, in hopes that they’ll return the favor.
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Include content — LinkedIn makes it easy for you to upload PDF versions of slide shows from presentations you’ve given, articles you’ve published, info-graphics and other content that displays your expertise.
Demonstrating thought leadership is not a fast process, and one that takes years, but being seen as someone with subject-matter expertise can open many doors and give you preference in career opportunities.
*Carl Friesen, MBA, is Principal of Global Reach Communications Inc. of Mississauga ON. He is author of four books on thought leadership, most recently, “Your Expertise Edge: How firms supporting a more sustainable future can use their thought-leaders’ expertise to grow.” For more on this topic, see www.showyourexpertise.com.
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