为什么为公司出版物写作如此艰难bob全站app

Last week during the HubSpot content team's monthly meeting, we got into an interesting discussion about passion in writing. My colleague Dan Lyons, who comes from the media world, made a fairly obvious, but entirely accurate observation: "The best stories come when the writer is passionate about them."

很难争论，对吗？

But leave it to us pragmatists on the content team to find a way.

事实是，当您为公司撰写书写时，情况有所不同。bob全站app有时，您只是无法写出您热衷的故事。并不一定是因为这个故事与您的企业行业或主题不符。哎呀，甚至媒体记者也仅限于他们指定的节拍。

But sometimes, even when there's a logical tie-in to your industry, a story is off-limits. And Dan,whose career has been steeped in the media business up until he joined HubSpot last year，忍不住同意。为一家公司写作时，当您为媒体出版物写作时不存在一些局限性。bob全站app

我对这个话题充满热情，所以我决定写它。

Guys, writing for a company is hard.

The Challenges of Writing for a Company Publication

我们的内容团队会议讨论是源于我们应该写更多我们热衷的事情的想法，因为它导致了真正的出色，成功的内容，迅速转变为有关我们尝试尝试时遇到的所有障碍的对话做到这一点。我们之所以遇到的障碍是因为我们正在为公司出版物写作，而不是个人博客或媒体。bob全站app

Here are some of the blockers/fears we cited that can dissuade us from writing about things we're passionate about. These aren't necessarily HubSpot-specific either. I suspect they would apply to anyone else who writes for a company publication like a business blog ...

• The content might rub stakeholders -- value-added resellers, customers, co-marketing partners, influencers we work with, investors, etc. -- the wrong way.
• 内容略有品牌。它与公司的品牌消息冲突。bob全站app
• 内容可能会为不必要的批评开放业务。
• The content highlights weaknesses in the company's products/services/vision/mission.
• 内容的主题是有争议的，并且会反思公司，而不仅仅是作家。bob全站app

尤其是最后一个是可以变得很毛茸茸的。当您为新闻出版物写作时，有争议的内容可能是一件很棒的事情，因为新闻网站赚钱，尤其是随之而来的流量。bob官网官方网站另一bob全站app方面，公司可能会被搞砸 - 实际上losemoney.

What if the controversial content rubs one of those stakeholders I mentioned the wrong way? Who's going to back the writer up? The company? That certainly puts the business in a difficult situation, and things can get a lot hairier. If things getreally凌乱的是，作家甚至可能会失业，并损害他们将来再次被录用的能力。

我们已经看到，公司试图通过破裂和成立成熟的媒体公司来使自己更加余地，以突破界限。红牛是这样做的红牛媒体, which is expected to be monetized like a typical media publication would. But even when companies launch separate media publications, it makes me wonder how distanced they really are from the brand that launches them. With a name like红色的Bull媒体公司，红牛并没有竭尽全力使其媒体公司与红牛品牌分开。bob全站app即使公司发射的媒体出版物确实bob全站app确实是品牌不可知论的对公司有什么好处？bob全站app

公司出版bob全站app物可以像媒体出版物一样成功吗？

A year ago, I published an article called "业务博客的未来。”在其中，我写了关于更多企业如何开始建立内部内容团队的企业和内部新闻操作bob官网官方网站。我们已经开始看到Intel，Oracle和Cisco等公司发生的事情，在Hubspot，我们效仿了。

We hired longtime journalist Dan Lyons, former columnist atForbes,编辑在Newsweek,and editor-in-chief ofReadWrite。我们推出了四个全新的部分在HubSpot的博客中，他们与他们更类似媒体homepage并将其重新命名为入站中心。我们开始发表更多多种内容，包括意见文章和类似功能的文章。

But I can't help but raise the question,考虑到我上面列出的局限性，可以e success of a company publication ever even compare to the success of a media publication? And given the fact that writers have to skirt certain topics because of the possible effect they may have on their business, will there ever be a day when a company publication is as credible as a media outlet?

虽然我们可以尝试与我们生成的内容一样尽可能地像媒体一样，但有些事情阻碍了我们和障碍，我们必须克服的障碍，而其他类型的出版物则不存在。例如，媒体出版物都是关于生成页面视图的。但是显然，这不是企业酒吧唯一的重点。

那么，公司作家要做什么？bob全站app

Unfortunately, I don't have a magical solution here. As writers for company publications, we certainly have our work cut out for us.

Does this mean we should write scared? No. It just means we have to be aware of the limitations and take the proper precautions.

这是否意味着我们没有希望创建真正出色的内容？一点也不。这可能更具挑战性。

I don't know about you, but I'm definitely up for the challenge.