Content Coaching For Scientific Professionals
Your products are cutting edge and highly technical. Your ad agency said, “We can learn your technology.” But now 6 months later they are still proposing web copy littered with inaccuracies.
The problem? No real technical or scientific depth. How can they excite your audience when they don’t grasp your science?
We explained in our first post, that you can expect great content from your own team, the real experts. They just need coaching.
English challenges because it contains a vast vocabulary. Since English contains more synonyms than any language, naturally conveying a concrete idea presents a dilemma to you and your technical team.
If they choose incorrectly, your company’s message may be misunderstood. If they invest too much time in checking vocabulary, your risk misallocating high value technical and scientific resources.
Nevertheless, you still want your company’s message to be clear, accurate, and concise.
Continue ReadingEach writer and contributor to your website must know the audience you want to attract. They need to know how varied that audience is in terms of familiarity with your products and technology.
How long will it take?
It will take between 10 and 15 minutes to roast a batch. Count on ~ 30 minutes total for set-up, roasting, and clean-up.
It took us about 14 minutes to dark roast. (A couple of minutes beyond the second crack – more on this later.)
We ground our beans the next morning and brewed as we normally do. It was really a great cup!
How much coffee can I make?
You can make about 10 cups if you use about 2 tablespoons (or about 30 mL) of roasted ground coffee for 6 ounces of water (or about 180 mL).
What gear do I need?
You will need a small pan (like a sauce pan or frying pan) and a heat resistant utensil for stirring. You will need a gas or electric stove… or even a charcoal fire. Have a plate or sheet pan for cooling. You will also need a grinder.
Here’s how to roast your beans
I recommend roasting on the side-burner of an outdoor gas grill.
Roasting coffee produces a lot of smoke. If you plan on doing this inside, turn on your exhaust fan and be prepared for a smoky kitchen.
The three basic steps of roasting coffee
After your beans have cooled for at least 4 hours, grind, brew and enjoy.
How do I know when to stop roasting?
Try this: stop roasting at the beginning of the second crack. This is a medium to dark roast in my opinion.
Here is what I mean by ‘second crack’:
Sounds, smells and changes to appearance indicate different levels of roasting.
As the beans heat up, moisture expands as water vapor. This causes the beans to crack or pop. This is called the ‘first crack’. Stopping here produces the lightest roast.
Then, as you continue stirring and heating, the beans darken. You will hear a second wave of popping and cracking. This is called the ‘second crack’.
In addition to darkening, the beans may become shiny as they release oil.
We suggest stopping the roast at the beginning of the second crack.
But, when you are finished depends on your preference of roast level. Light roasts tend to be more acidic and lighter bodied while dark roasts tend to be smoky and full bodied.
Just remember, trust your senses. If you think the heat might be too high, turn it down. If you think you are done, remove the beans from the heat and cool.
Sheville Media hopes you enjoy roasting coffee for the first time. In the event you would over roast, please let us know. We really want you to have a great experience.
What is the #1 key to creating great content for your business? What does it have to do with coffee? We explain in this article.
In the previous article, you saw that your team is the #1 key for great content. By thinking about what it takes to craft a spectacular cup of coffee, we learned that:
Your team are the experts.
They know your audience.
They are smart and capable of learning new skills.
I like to give my clients a gift of unroasted coffee beans. You might think that green coffee is a strange gift. But I do it for two reasons.
