Experience · Mining and metals · Phoenix
Tell an industrial story that holds up under scrutiny.
Shawn Michael Roberts, founder of S9, has delivered content, corporate digital, and search-supporting work in mining, metals, and heavy industry contexts.
Freeport-McMoRan · Phoenix, AZ
The business challenge
Mining and metals companies operate under intense investor, community, talent, and regulatory attention. Websites and campaigns must balance operational reality with clarity for multiple audiences. The challenge is rarely ‘more traffic.’ It is trustworthy narrative, consistent facts across properties, and content that serves both capital markets and people who want to understand the business.
What this leadership experience covered
Experience from Shawn’s prior leadership roles covers editorial systems for complex industrial narratives, SEO hygiene for large corporate sites, social storytelling that respects operational constraints, and analytics that track audience segments separately. S9 applies those habits when helping resource, energy, and heavy-industry brands communicate with precision.
Approach by channel
Channels varied by engagement. The methods below reflect the type of work Shawn Michael Roberts has led for brands in this category.
Content and creative
Audience-specific narratives for investors, talent, communities, and partners without conflicting claims.
SEO
Corporate information architecture, entity consistency, and crawlable proof pages.
Social
Responsible amplification of milestones, careers, and community work.
Analytics
Segmented reporting so leadership sees which stories serve which jobs.
Lessons for your business
High-scrutiny industries need disciplined messaging more than flashy campaigns. S9 helps industrial brands say hard things clearly, keep facts aligned, and still earn attention in search and AI answers.
Experience from Shawn Michael Roberts during prior agency and in-house roles. Not an S9 client engagement or endorsement. Brand names are property of their owners.
Apply the same discipline
AI is not the enemy. Ambiguity is.
Whether you sell semiconductors, care pathways, tee times, or industrial capability, growth starts when your story is clear enough for search, AI answers, and a busy buyer. That is the S9 operating idea.
Want this level of clarity for your brand?
S9 (S9 LLC) is a national digital agency based in Chandler, AZ. Shawn Michael Roberts brings two decades of hands-on SEO, GEO, creative, content, social, paid, and web experience to companies of every size.