Digital marketing for TSX and TSXV listed mining companies

There are 1,075 mining issuers on the Toronto Stock Exchange and the TSX Venture Exchange: 890 on the Venture and 185 on the senior board, by TMX Group’s own count at the end of August 2026. TMX puts the two exchanges at about 40 per cent of the world’s public mining companies. Nearly all of them publish the same three things: a news release, a corporate presentation, and a website with a share price in the corner.

Digital marketing, for a listed mining company, is the work of being the one an investor remembers out of that list, without saying anything the rules do not allow. It comes down to four things: a story a generalist can repeat, a website built for due diligence, something to watch between news releases, and disclosure that holds up.

What marketing means when the product is a share

It is not advertising the stock. A mining company markets three things: the project, the people and the plan. The audience is everyone who might own the shares or influence someone who does. That means retail investors, fund managers, analysts, newsletter writers, the next partner, and the community beside the project.

Those people are online, and not only on the wire services. The Canadian Securities Administrators’ 2024 Investor Index, a survey of 7,215 Canadians, found that 53 per cent of investors use social media for investment information, a share the regulators say has risen 18 per cent since 2020. A company that only speaks through news releases is absent from where more than half of its potential shareholders now look.

The four things that do the work

A story a generalist can repeat. Geologists write for geologists, and most of the money is not held by geologists. The investment story answers three questions, why this project, why this team and why now, in words a portfolio manager can pass on in one sentence. For Teako Minerals we rebuilt the brand around the future of Norwegian mining. That is a story. A list of licences is not.
A website built for due diligence. An investor who arrives from a news release wants the projects, the highlights and the filings, and wants them on a phone. The Altamira Gold site puts all three on the first screen and publishes within minutes of a filing. If an investor has to open a PDF to learn what you own, the site is costing you readers.
Something to watch between news releases. Drill results arrive when the laboratory has finished, not when the market is paying attention. Film and a steady run of content fill the weeks in between. For Teako we built a content system that turns every drill result into media people watch, and we shot The Sleeping Giant, a four-part docuseries, on site in Norway.
Distribution you control. Search decides who finds you when they type the commodity and the country. An email list is the one audience you own outright. Video platforms and LinkedIn carry film further than your own site can. Each channel should lead back to the site, because the site is where an investor decides.

What the rules allow

Three sets of rules shape what a Canadian-listed mining company can publish. None of them stops good marketing. All of them stop the lazy kind.

Technical statements belong to your qualified person. National Instrument 43-101 covers every public statement of scientific or technical information about a mineral project on a property material to the company. Its definition of written disclosure includes websites, and it is wide enough to take in a social post or the caption on a film. Such statements must be based on information prepared or approved by a qualified person, and written disclosure names that person. The instrument also bars some favourite marketing lines outright: the gross value of the metal in a deposit or a drill intersection, a metal equivalent grade without the grade of each metal behind it, and the tonnage or grade of a deposit that has not been classified as a mineral resource or a mineral reserve.
The news release comes first. TSX Venture Exchange Policy 3.3 requires material information to be disclosed immediately, and always first by news release. It asks for announcements that are factual and balanced, neither over-emphasising favourable news nor under-emphasising unfavourable news. So the content plan follows the news release. It never leads it.
Promotion has to be disclosed. Under TSX Venture Exchange Policy 3.4, an arrangement for investor relations or promotional activity is material: a news release names the provider, the services, the period and the cost, and compensation tied to the share price or to trading volume is not allowed. The Canadian Securities Exchange’s Policy 7 asks for a news release that names the provider, the dates, the platforms and the compensation.

Regulators have said where companies go wrong. In 2018 the Canadian Securities Administrators reviewed promotional activity and singled out unbalanced claims and paid third-party promotion that was not disclosed as paid. One of their examples was from mining: photographs of assayed core placed beside new core, to imply mineralisation before a third party had verified it.

If your shares also trade in the United States, section 17(b) of the Securities Act requires anyone paid to describe a security to disclose that they were paid, and how much.

One change is on the way. The Canadian Securities Administrators published a proposed replacement for NI 43-101 in June 2025. In November 2026 it had not been finalised, and the existing instrument is the one in force.

Where to start

Start with the story, because everything else repeats it. Then the website, because every channel sends people there. Then film and content, on a calendar that follows your news flow and never runs ahead of it.

That is the work we do for mining companies: the brand, the investor website, the film and the content between announcements, made by one team.

Questions

How is marketing a TSXV company different from marketing a TSX company?

The disclosure rules are the same in substance. The audience is different. A senior producer usually has analysts and institutions already watching it. A Venture explorer usually has neither, so more of the work is finding a retail audience and keeping it through the months when there is no news.

Can a mining company announce news on social media?

After the news release, yes. TSX Venture Exchange policy requires material information to go out by news release first. Social channels can then carry it, in balanced terms, with any technical statement approved by your qualified person. In the United States the Securities and Exchange Commission has said since 2013 that social media can be used to announce key information, so long as investors have been told which channels will be used.

Do we have to disclose that we have hired an agency?

Sometimes. Where a provider is retained for investor relations or promotional activity, the TSX Venture Exchange and the Canadian Securities Exchange both require a news release that names the provider and the compensation. Whether a particular engagement counts is a question for your counsel, and it is better asked before the work starts than after.