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Food Engineering Magazine Field Report Preparation Guide

Tue, Jun 21, 2016 @ 03:46 PM / by Chuck Lohre posted in Technical Editing, Blogging and Blog Content Creation, Technical Writing, Process Equipment Marketing, Industrial Marketing Content, Marketing Content, Content Creation

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Content Creation: Food Engineering Technical ArticleHere are some pointers for preparing a Food Engineering Field Report—also known as an application story, success story or an application brief for our Dry Processing Technology section.

A Dry Processing Technology Field Report describes a problem and its solution. It may involve any product used in the food processing industry; for example, feeders, screening equipment, size reduction equipment, mixing/blending, bulk bag filling & discharging, mechanical conveying, pneumatic conveying, dust control, weighing systems, storage systems, micro and macro ingredient handling systems, thermal processing equipment (ovens, dryers) packaging equipment, metal detection/magnetic separation, process control system hardware and software, and so on. If you’re not sure whether your product, application or service applies, please call and we’ll brainstorm it. See sample Dry Processing Technology Field Reports attached.

Absolute requirements for publication

A submittal must contain the following or it will not be used.

  • Body copy of 500 to 700 words
  • At least two end user (food processor) quotes: perhaps one describing the problem and one suggesting that he/she is pleased with the solution, which should be quantifiable. That is, for example, it saved xx amount of time, reduced energy costs by xx percent, or the process improvements increased OEE by xx percent.
  • If you are unable to get end user (food processor) quotes, we may still have interest in the application story. We use this version online and in our bi-monthly eNewsletter. Think of these stories coming from a well know cereal manufacture or leading snack producer perspective. We require the same information, without the processor quotes or references.
  • Name of user company and name and title of person being quoted at the user Company

Quotes from supplier companies will not be used, and will be turned into straight text when appropriate.

  • Photograph of product, service, software at the food processor’s site—not a straight

product shot! Photograph must be print quality; that is high resolution jpg at 300 pixels per inch (ppi). Recommended physical size is at least 5x7 inches. Do not send Web quality. Don’t forget a suggested caption and photo credit. You may send more than one photo. Do not save screen dumps as jpg files! Use a non-destructive format (tif). Call for instructions!

  • Real name of a person, phone number and email at the supplier for more information

(sales contact)—no web addresses or sales@email.com addresses! 

  • Your contact info: Name, phone, email, address.

Please advise as to where this story may have already been published. If it has been used on a

competing publication’s website or in a printed magazine, we won’t be able to use it. If it’s been

published on a supplier’s website, we can use it as long as it’s not more than a year old. Obviously, if exclusive rights to use the story have already been given to someone else, please don’t send it to us. Please make sure of this first. Also, be sure you have cleared the story with the processor.

Please note: These stories are used on a FIFO basis (first in, first out). Publishing dates cannot be guaranteed, but complete submissions, of course, will be published before incomplete submissions.

Contact Debra Schug for more information: Debra Schug, Features Editor, Food Engineering,

schugd@bnpmedia.com, 847-405-4068.

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12 Changes That Will Impact Your SEO Strategy (Or not.)

Mon, May 25, 2015 @ 12:12 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Industrial Search Engine Optimization - SEO, Industrial Marketing Content, Marketing Content, Internet Design and Development, Social Media Marketing and Advertising, Internet Development, Content Creation, Internet Advertising, SEO Strategy

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May 25, 2015 // 7:00 AM, From a Hubspot Post with commentary by Chuck Lohre for the industrial search.

Written by Young Entrepreneur Council (YEC) | @

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SEO is a moving target that can really affect your business. This means that as a startup founder, you need to be prepared to make your strategy work no matter what Google enforces.

(Industrial search doesn't move that much. Sites we have done for hugh water pumps ten years ago are working perfectly well today. There product hasn't changed in 50 years. Why should their site? They just keep getting orders from around the world because we wrote the site for people looking for that very unique pump. If we had anything new to say we would, but we don't)

We asked 12 entrepreneurs what trends they have noticed in the past year and how they have prepared their business. Here's what they have noticed:

1) Increasing Attention to the User

In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However with the leak of Google's Quality Rating Guide back in August, it has become crystal clear that modern SEO is all about adding quality rather than quantity. We shifted our entire content marketing strategy to be about the user, creating engaging content that compels our audience to take action.

– Phil LaboonEyeflow Internet Marketing

(Still, you have to use the words that your visitor is searching for. Search engines can't guess what you are thinking.)

2) Optimizing for Mobile Traffic

Google recently started including a 'mobile-friendly' notion next to website for mobile search results. Making sure you have this next your site increases the CTR for your website and the over amount of traffic. I suggest you test your site with this Google tool.

– Yossi FishlerAndy OS, inc.

(It's all the rage but the jury is still out on this when it comes to multi-million dollar machine tools. A very large percentage of those searches are on a desktop and not a tablet or cell phone.)

3) Emphasizing the Importance of Social

Whether it's social sharing from your site or traffic coming from social media, the importance of social engagements is really affecting SEO. It's part of SEO's way of measuring interactions with your pages and content, which are proving to be more and more important. If no one is interacting, it reflects poorly on your page quality and hurts your chances of ranking.

– Brooke BergmanAllied Business Network Inc.

(The largest social feedback we get is when we misspell a word! Of course we were explaining the energy involved in a process and the preventive maintenance procedures.)

4) Identifying Negative SEO

With penalty algorithms, negative SEO can now impact businesses that are not carefully watching their backlinks and other metrics. There have even been studies of sites hit by negative SEOs that sent bogus traffic and negatively impacted bounce rate and CTR from Google SERPs. Watch your link profile, analytics, and be on the lookout for misuse.

– Marcela DeVivo, Gryffin Media

(The only backlinks we have are from industry directories we like and our customers use.)

5) Focusing on Storytelling

Keyword stuffing is a thing of the past. Now, artful storytelling is the only way publishers will get visibility in the SERPs. Our business focuses on helping brands create compelling content with YouTube creators, so updates to the Google algorithm have been immensely helpful in improving our value proposition to clients and the long-term value brands get from their Grapevine campaigns.

– Danny WongGrapevine

(Keyword stuffing doesn't mean not using you keyword in the URL, title, headline and body. That's just common courtesy to the visitor. And to the search engines.)

6) Introducing More Penalties

Our daily tests from 5,000+ sites prove that you will get penalized for both on-site and off-site issues that you may not be aware of. Look closely at the quality of pages you're indexing in Google, eradicate duplicate content, improve your user experience, and ensure you're monitoring your incoming links, disavowing those that are working against your assets. It matters more now than ever before.

– Alex Miller, PosiRank LLC

(We're not sure if this is duplicate content. But it would be if this was a much more popular blog.)

7) Looking for a Google+ Page

If you are a local business, having a website isn't enough to rank well in Google's local search listings. If you want to rank well you need to unlock, verify, and optimize a Google+ Business Page (referred to more recently as a Google My Business Page). If you want to maximize your search traffic from Google, treat your Google Business Page as you would your website, and optimize accordingly.

– Kristopher JonesLSEO.com

(It's fun to update your Google + page. Not sure if it effects much yet.)

8) Aggressively Targeting Blog Networks

At the beginning of 2014, Matt Cutts, head of webspam at Google, announced that the idea of "guest post networks," which had been effective in the past, were on their way out. In the middle of 2014, Google took action against several large networks, including MyBlogGuest, and penalized many high-ranking sites that had participated in linking schemes. Guest bloggers need to rethink their strategy.

– Sathvik TantryFormSwift

(This is the practice of making a post to your blog with a URL to the site they are promoting. They are done by robots and sounc goofy.)

9) Optimizing for User Experience

Where do take your SEO strategy when you've got links, titles, and content covered? Recently we've revamped our site to offer a better user experience. Within three months of rolling out the changes, time on site is up 30% and our bounce rate is down 9%, all while our search traffic is up almost 110%. Google is looking for quality indicators. Make sure your user experience isn't sending the wrong ones.

– Nick ReeseBroadbandNow

(What is a better user experience? Making it easy to find what they are looking for with out looking too busy.)

10) Becoming More Predictable

SEO is now easier than it has ever been thanks to big data. The key to successful SEO is having a strategy in place that records your previous efforts, compares those efforts to your current results, and then predicts which activities will provide the most value in the future. SEO was an art before big data. Now it is a science.

– Roger BryanEnfusen Digital Marketing

(Determine the keywords that are important to your business. Write your content to educate the visitor about those topics. If you don't rank, buy AdWords, but never stop trying to rank free naturally. We have retired AdWord programs after the client's site was ranking naturally for all the important phrases.)

11) Using Location as a Source

Since we are a global identity verification company, it's important to understand how changes in Pigeon's algorithm would affect the visibility of our website in local listings.

– Stephen UffordTrulioo

(Even un-local purchasing is effected by location. Local offices and sales reps are the cause.)

12) Optimizing for Entity Search

We're always looking for opportunities to increase our footprint in Google's search results. With more search queries 'answered' directly in Google's search results, we only need to spend a few hours of development to be eligible for inclusion. As semantic markup expands to identify more entities, our business will be relevant for more complex and user-specific queries.

– Andrew SaladinoKitchen Cabinet Kings

(What he means is, if the visitor can get their answer by never clicking on your link, Google has succeeded. But a tree does make a sound even is no one is there to hear it.)

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Industrial Marketing Sales is Tied To Content

Wed, Apr 15, 2015 @ 04:47 PM / by Chuck Lohre posted in Marketing Strategy, Industrial Marketing Content, Content Creation

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Inspired by a post by Kieran Flanagan, April 8, 2014 at 11:00 AM. Kieran is HubSpot's EMEA Marketing Director. He is an experienced inbound marketer, having previously worked for large brands in both B2C and B2B across EMEA.

In a recent study Hubspot conducted with SmartInsights, the top challenge for marketers was measuring the ROI of content. According to Driving Content Marketing Success45% of European marketers cited measuring ROI and producing enough quality content as their top challenge.

 

The Indicators of Content Success

A typical marketing funnel can be broken out into three sections -- top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). 

Forging_Magazine_Mar-Apr_2014


Using Content to Power TOFU

Content being used for a company's TOFU strategy should:

  • Help to grow your audience and get them engaging with the content you publish.
  • Encourage people to spend time on your site, getting them to read your content and visit additional pages.
  • Increase your traffic from organic channels, and get them to take an action on your site that shows you're attracting the right kind of people.

Q. Are people on social engaging with your content?

Use LinkedIn Company Page analytics to give you a sense of how your content is doing, where your followers are coming from, and show you performance trends across defined periods of time. LinkedIn has also recently added more tools to help analyze the performance of your content with a content marketing score and trending topics site.

Q. What is the performance of the content you’re adding to your site? 

Looking at your marketing analytics can give you an idea of how the content on you're site is performing. Is it attracting people into your site (visits), what's the initial impression of that content (bounce rate), do people stick around to read that content (time on page), and are people clicking around to read more of your pages (page views).

HubSpot can show you the performance of that content across your entire funnel (what we call closed-looped analytics), and Google Analytics can be a nice complement, as well, to look at some of those valuable TOFU metrics.

Q. Is content helping you to increase visits?

Producing quality content should help to increase the visits. This is another strong indicator that your content is starting to produce positive results.

Q. Are people taking an action on your site that indicates they're the right type of people?

There is no point in attracting visits from inbound channels if they're not taking any action on your site. This action could be signing up to your newsletter, viewing a particular page on your site, or converting into a lead (contact). 

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Using Content to Power MOFU & BOFU

Content being created and used for a company's MOFU and BOFU strategy should:

  • Educate people in your funnel about your product and how it can solve their challenges
  • Create opportunities, pipeline, and sales for the business

Q. How many people are opening your emails, clicking on links, and returning visitors?

Open and click rates can provide a proxy to determine if you're sending the right content to the right people. 

If you have lead nurture proceedures set up, you'll want to know if the people in that workflow are engaging with that content, and if it's successfully moving people through your funnel.

Q. Is your content helping to generate opportunities, pipeline, and customers?

You can start to measure content at this stage of the funnel by the number of customers it creates.

Look at the number of opportunities and pipeline that was created by a piece of content. This would give you a sense of how it performed, and it's how we measure the performance of our MOFU/BOFU content on my team at HubSpot.

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The Content ROI

Trying to figure out the ROI of time invested in content is the right thing to do, but you need to clearly define the goals of your content, align these across your funnel, and choose the metrics that are going to serve as indicators of your success. Doing this will give you a better picture of how content is performing across your funnel and what areas may need to be improved upon.


 If you liked this post you may like, "B2B Website Checklist for Industrial Marketing"


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It's 9:23 p.m. and we haven't written our industrial marketing idea blog

Wed, Feb 05, 2014 @ 09:41 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, Business to Business Marketing, B2B Marketing, Marketing Content, Content Creation

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We got off to a great start this year by blogging every working day on industrial marketing ideas. We wouldn't want to break our record, so I'm just going to tell it like it is.

A few reasons we are doing this:

    1. We love to teach. It has given us great pleasure to teach marketing to our employees, and they have taught us as much as we have.
    2. We enjoy complex industrial marketing communication problems. Although most communication problems aren't that complex they are getting there because the web has created a four dimensional system that challenges our brains.
    3. It's fun to get people to stop and look. And do something. Search on, "blind man video geIndustrial Marketing Ideas by Purplefeatherts sign makeover" and you'll find on the first page ""What did you do to my sign?" - The Power Of Words, Motivation." A blind man has a sign that says, "I'm blind. Please help." A woman stops, turns his sign over and writes, "It's a beautiful day and I can't see it." The man gets ten times the donations. We haven't tried it, but that's the idea. It's a part of the "Change Your Words and Change Your World" campaign by Purplefeather online content specialists.
    4. Industrial Marketing Ideas Knoll ChairWe like to change the world by example. Besides helping our clients and many non-profits get the word out we also believe in sustainability and spent more time than money achieving LEED Platinum on our offices. A recent fun fact is that we scored four fantastic Knoll ergonomic chairs at the University of Cincinnati salvage sale. We've been dying to get our hands on a set of these hard to find posture improvers to put into place the Ergonomic Seating Innovation in Design U.S. Green Building Council's Leadership in Energy and Environmental Design (LEED) credit point. It will include keyboard mounts and or foot rests along with training by a Certified Professional Ergonomist on how to sit and work properly.
    5. We love to write. The promotional bang for the buck with writing is much higher than graphics. We love to take photos, paint and work on the computer, but until Google indexes eyeballs we're going to have to learn to use the pen.
    6. And last, we like to get up and do it every day. See you again tomorrow. Thanks for reading this far. Oh, and, by the way, check out Grammarly, it helps a lot. 10:16 p.m.

If you liked this post, you would like our second most popular post, "How to Write a Telemarketing Script for Marketing Communications."

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Hubspot’s 30-day Blogging Challenge - Two industrial marketing results we earned and learned

Fri, Jan 31, 2014 @ 11:55 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Advertising, Blogging and Blog Content Creation, Business to Business Marketing, Marketing Content, Business to Business Advertising, Content Creation

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  1. It grew our traffic 30%
  2. Post relevant posts

Industrial Marketing SuccessYes, we have grown from 1000 visitors a month to almost 1500 per month. We met our goal. We chose that because Hubspot's average of industry traffic indicates that 1500 visitors per month should deliver one new customer. Perhaps we will need to continue for two months with no new customers and get two on the third month, but that metric is extremely important to know. More and better content on your website will deliver customers. And you must find out what that content amount will be. Top of the list? It must be thoughtful, relevant content that educates your visitors and encourages them to take action -- namely to develop interest in your product and contact you. You can easily drive that increase in traffic with Google adwords, but if your content isn't educational and nurturing, it won't deliver the desired results.

We have quite a bit of work to do on our site to increase the unique Calls To Action > Landing Pages. Currently we have a Creative, Sales Lead Generation, and a Website Content eBook. We need to have a Visitor Increase Guide and an Email Guide. Both of those can bookend the Sales Lead Generation Guide. Our Creative Guide needs to be rewritten and then it can be an email to those that downloaded it. The same with the Sales Lead Generation and Web Site Content Guides.

Another part of our business is Green Building Consulting and we need Guides on building a Green Home or Office. We get a steady stream of persons wanting to participate in our Green Associate internships, so that's working without an email campaign. Not so lucky with our Green Marketing services. We'd love a major building product company with continually changing product lines. That's the bread and butter for marketing communications firms.

Our posts are now always relevant to either the jobs at hand in the office or in response to a peer's blog. (At least then you know you can count on at least one reader!) Our most successful post centered on six of our fellow bloggers. We reached out and promoted them and their interests. Wildly successful. It seems like the internet is mostly marketers. Duh! At least when we get big and strong we'll have some resources to call on. As active as we have become on the blogosphere, it's not something you can teach effectively. Either you like to write or you don't. Luckily we "see" a ton of stuff to write about.

Industrial marketing IdeasWe've added Wistia to the three videos on our site and the results are, in a word, pitiful. But it's better to know one thing versus knowing that you know nothing. We'll still keep the "Make Love Not Spam" Hubspot video on our home page for now. The other two are very complicated educational videos related to Green Building, and that's both a blessing and a curse. We have to think about how to lighten it up. How to make some shorter more entertaining videos.

Industrial Marketing Ideas TodayIn the end, we have great clients that have entrusted us with their websites, media placements, public relations, photography and literature production. They look to us to establish and maintain a level of communication needed to be successful with the internet, which they recognize will make or break their companies. Once we show success, they'll see. The publications we work with are incredibly savvy about internet marketing and manage databases with tens of thousands of professional engineers and industrial managers. Those managers depend on the publications e-newsletters to get their everyday news -- that's today's internet reality. It's not much different than what Hubspot teaches every marketer: create great content that attracts subscribers and push it out. We're doing our best to "Build it."  You can bet were sticking  until (as they say in the movies) "They will come." Thanks to Frankly My Dear Mojo for the photo.


If you liked this post, you may also like our most popular post, "Review: "Designing B2B Brands" for industrial marketing communications."


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Why Blogging is the #1 Marketing Communication for Sales Leads

Wed, Mar 27, 2013 @ 02:36 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Technical Writing, Industrial Marketing Content, Marketing Content, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Content Creation, Cincinnati Advertising Agency, Advertisement Design, Advertising Literature, blogging, Advertising Agency

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Writing is the primary basis upon which your work, your learning, and your intellect will be judged.

Thanks to Marquette University.

The internet is based on the written word. A system based on visual images is coming up fast but it's not here yet. So until then we must deal with the written word. Google's search algorithm is based on being able to search quickly through related words. You can start at the beginning and go through any list one at a time or you can break up the deck of words into stacks and search each one at the same time. Another method is to follow the connections between cards. But it's all based on the relationships between words. I learned about Google's algorithms by taking the Algorithms Design and Analysis Part 1 Course offered by Sanford University.

Marketing Blog Communication Leads resized 600
Customers' want accurate information on the products they are considering purchasing, a marketing communication blog can fulfill that need. Thanks to Hubspot.

The future of marketing is a customer calls and is ready to buy. They have already done their research and have decided on whom they are going to work with. You!

Marketing Communications for Consumers

This illustration isn't for industrial marketers but you can replace Pinterest, Instagram and Foursquare with the industry blog, association and continuing education. Don't forget about them. Thanks to SocialMediaToday.

"I thought great content led to connections, but really, it’s the other way around. Feeling like an idiot, I decided to give it a shot. I wrote about the same topics. My writing didn’t improve at all. I promoted my posts in exactly the same way. The only difference was I made some friends with popular bloggers first, and then I asked them to help me promote it. Here’s what happened: Within one month, I was averaging 1000 visitors a day from StumbleUpon, Delicious, and Digg. Why? Because I got to know Brian Clark, and he connected me with social media power users who promoted my posts," thanks to Guest Blogging Jonathan Morrow.

LinkedIn Mapping Marketing Communications resized 600

LinkedIn Labs, InMaps shows you your network. "What do the different colors means? We assign colors based on how all of the people in your network -- such as people you went to school with, friends or colleagues -- are interconnected. Our algorithm looks at your graph of connections and finds up to eight common groups. The denser your network is (plus, the more of your connections who are also connected to each other), the better the algorithm is able to differentiate. We don’t use any other information like groups, companies or shares to group people by color - we just look at your network structure. Use your mouse-wheel or the + and – buttons to zoom in your map. An individual's name only appears when you zoom. You can also mouse over nodes to reveal names and headlines. When you click on a node, it loads the individual's information on the right panel and highlights their connection on the map." My network is pictured above with one of my connections selected.

Writing plus sharing equals marketing communications.

"As a blogger, I do have one thing in my mind regarding the blog posts. Blog readers should share the blog posts on social networks wherever possible which we don’t see very often. As most of you know, social media sharing has greater impact on search engine optimization and social shares of your article would definitely improve the overall buzz of your blog," thanks to Pawan Bawdane.

"A new era of digital communications has opened an array of new channels that businesses can use to educate, enlighten, and engage audiences. Enterprises, both large and small, across the globe are embracing these news channels and using them to better communicate their narrative and control their storytelling in order to win visibility, cement alliances, build relationships, drive sales, and ultimately better connect and influence the decision makers who purchase their products or services," thanks to Greg Matusky.

It's not enough to just write a 600 word blog twice a week. You need to cultivate a group of like minded bloggers and promote each other. The internet is like an ocean. You can't treat it like a neighborhood pond. There's nothing wrong with that and that is what most of the internet is for many companies, a small world of just employees, reps, customers and friends. But if you are going to reach out to the U.S. or the world, you are going to have to learn to leverage the internet capabilities to do that. Welcome to a brave new world. It's fun.


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German To American Metalworking Technical Writing and Editing

Thu, Jan 31, 2013 @ 04:23 PM / by Chuck Lohre posted in Marketing Communications, Cincinnati, Technical Editing, Marketing, Technical Writing, Industrial Marketing Content, Marketing Content, Content Creation

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The world loves American's use of the English language.

German To American Metalworking Technical Writing and EditingMany times when a company wants to sell to the American market they realize their technical writing is a bit staid. American English is casual, active and first person, which is the opposite of common the British usage—the world standard for English. American English  sometimes strings too many phrases together. For that reason, we try sticking to sentences of 13 words. It definitely makes it easier for those reading English as their second or third language.

Cataloging every piece of technical writing clients have published is the first thing we do when we start to work for a mutli-national machine tool company. Every web page, magazine and sales brochure is collected. We place them into topics according to the style guide we see emerging. The first thing any company needs to covey is why you would want to do business with them—their unique selling proposition, per David Ogilvy. Other topics include unique technology, operation, service and maintenance phrases and definitions. This style guide will answer all of the questions you have and you'll get to know the different translators they have used around the world. Follow the ones they use for their most important publications like annual reports and sales literature. The least attention is paid to esoteric website writing, which is perfectly understandable in the Queen's English. It's just that you don't want to use that in the boardroom.

Plainly explaining the operation of the equipment is the best thing you can do to improve any literature for the American market. Remember - left to right - top to bottom. 1, 2, 3. Our decades of metalworking experience allow us to know when a phrase has gotten out of hand by a Google translation. In one instance, "Mail Metal" incorrectly morphed from "Mild Steel". Operations are another thing Europeans are proud to report on. The number of apprentices they have, how many stay with the company and how long they have been there.

Metalworking Writing and Editing 2For one client CEO, the descriptive terms "creative" and "futuristic" were not a good fit for a headline. But the world likes American slang. For example, using ice cream flavors as a metaphor for product offerings (vs. plain vanilla). The client's North American Vice President was versed enough to use the comparison in his letter of introduction. Each client will have its own style manual. If you have done your homework you'll know quickly where to go and find similar examples.

Apart from problems with terminology, sometimes the difficulty for the translator lies with the many "knappe" formulations in the original German. This doesn't work in English where sentences are expected to link up seamlessly and smoothly.

Fast turnaround is one of the most important things an editor can offer this market. It's always the last minute when the communications director just isn't happy with the way a marketing communication is reading and wants a second opinion. We bend over backward to work in the evenings and on the weekends to get the piece back to the client.

Metalworking Writing and Editing 3When things really get tough, we ask for the original German and run it through Google translations. It really works well. You can easily read between the lines and understand the nuances that the writer was trying to communicate. And one last thing, change it back to A4 before you send it back. No one likes to have the printer stop dead in its tracks because it doesn't have the paper the document size required.

When we are reformatting for reprinting, it's a great experience to get the original production files from Europe and reformat for 8.5" x 11". All the grids have to be adjusted, subtle layout characteristics considered and endless rearranging to get the new content to fit and flow well. Well, it was a great success. The first thing the sales engineers said was, "Nice new sales magazine from Switzerland!"

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