CALIBRE MINING
Strategic Content for ESG & Investor Engagement
Content Marketing Strategy | Social Media Strategy | ESG Storytelling | Investor Engagement | Visual Branding | Content Development | Reporting & Analysis | Social Media Management
To stand out in a tough industry, Calibre needed strategic, values-based content marketing to tell its story of sustainable industry leadership.
Calibre Mining, a Canadian gold producer, needed to enhance brand awareness, engage investors, and showcase its ESG (Environmental, Social, and Governance) commitments. In early 2024, the company partnered with Forge & Spark to create a content marketing strategy and ongoing content that would set it apart in a highly competitive investment landscape.
By all accounts, Calibre was doing all the right things in the world – on top of delivering value to investors – from protecting local communities to operating sustainably in their project locations of Nicaragua and Nevada (and, eventually, Newfoundland).
But as we all know, in a competitive industry, doing the all right things isn’t enough. You also need a strategy to communicate those actions authentically, and effectively.
With this in mind, our key content marketing goals were (and are) to:
- Grow and optimize Calibre’s digital presence
- Engage the right audiences, investors, and stakeholders
- Deliver high-value, educational content consistently across channels
To position Calibre as a trusted leader, we focused first on laying a strong storytelling foundation. This meant identifying key narratives that align with Calibre’s brand values and investment potential: sustainable mining, investor value and connected communities.
We set out to:
- Establish and optimize efficient content processes
- Establish a consistent publishing schedule and volume
- Develop and employ a consistent brand social identity to ensure the differentiation and impact of Calibre’s content
- Publish quality top-of-funnel and mid-funnel content to grow brand awareness
- Establish the right stories & formats to educate and resonate with our target audiences
- Analyze reporting data and fine-tune story pillars, stories & content types with Calibre input
Showcasing Calibre’s people was also a priority, so we set about creating an evolving set of content formats to achieve this, from a recurring employee-spotlight carousel to conversational-feeling Reels spotlighting key leaders, among others.
To improve content visibility, we focused on extending the brand’s reach through using SEO, hashtag strategy, employee engagement, cross-platform promotion.
Calibre’s content and social media marketing needed to connect with investors, stakeholders and the broader mining community.
The impact? We’re delighted to report measurable growth and significantly stronger engagement.
The audience response to our content strategy has been pretty gratifying!
Our storytelling and strategy has delivered significant growth across Calibre’s digital platforms:
+36.9% increase in followers – A steadily growing, engaged audience.
+120.9% boost in engagement – More conversations, shares, and meaningful interactions.
+166.4% increase in video views – Audiences are tuning in and paying attention.
+94.4% increase in website clicks – More traffic to investment-focused content.
+97.6% increase in publishing consistency – A steady stream of compelling, value-driven content.
*Data last reported January 2025.
Big-picture, we’ve also delivered:
✅ Professional polish, cohesive brand identity & increased appeal across channels
✅ A holistic presentation of Calibre, its value and its values
✅ Informative, persuasive insights into Calibre’s current and future value for investors
Evolving our strategy: what’s next?
As our partnership with Calibre Mining strengthens, we’re doubling down on high-performing content and tactics by:
- Enhancing ESG storytelling to reinforce investor confidence
- Expanding video formats for platforms like YouTube Shorts and TikTok
- Refining digital assets for stronger cross-platform engagement
In close collaboration with the Calibre team, we have continued to successfully surface high-engagement stories that centre Calibre’s sustainability and community achievements, alongside the financial. We’ve worked closely with the Calibre team and its subject-matter experts to build a rich library of long-form blog content that tells the Calibre story from key angles. We have a steady stream of high-quality content publishing on on LinkedIn, Facebook, Instagram, and X – and we’re currently evaluating further expansion of short-form video to platforms such as Youtube Shorts or Tiktok. Visually, we have continued to evolve Calibre’s content, centring the brand’s people, while adding polish and appeal.
But regardless of the platform, and whether we’re spotlighting Calibre employees, communicating Calibre’s comprehensive and respectful relationships with Indigenous communities, it’s clear: we’re hitting the right storytelling notes together.
Calibre is on a strong trajectory, and we’re thrilled to have the opportunity to continue evolving Calibre’s content strategy for even greater impact.
Looking to tell your brand story with integrity?
Check out more of our work here—and please feel free to reach out to discuss ways we might create a customized strategy and content to make your brand shine.