博客与个人写作2020danluu.com
一些优秀的企业工程博客是如何写成的
How some good corporate engineering blogs are written
导读
这篇文章分析了那些写得好的公司工程博客背后的组织与流程因素：谁来审稿、审批链有多长、公司是否真的把写作当工作。对写作者的价值在于，它提醒你好文章不只靠个人笔力，流程与支持同样决定文章能不能具体、有趣、按时发出来。
可以直接用的写作要点
- 01
建立“伙伴审稿”机制，让大部分修改迭代在作者和随时有空的同事之间完成，而不是卡在唯一忙碌的资深审批人那里。
- 02
好博客不会自发出现：需要高层主动把它列为优先事项，并让工程师在工作时间、甚至排期里正式投入写作。
- 03
审批链越长，文章越会被“去风险化”——具体细节被删、表述变含糊，最终对工程师失去吸引力，所以要刻意保住具体例子。
- 04
编辑要主动帮作者从日常工作中挖出故事内核，并为文章配统一风格的插图，降低普通读者的阅读门槛。
HN 评论精选
设置“伙伴审稿人”绕开单点瓶颈，并且高层必须把工程博客当正经工作来投入。
Heap 的 CTO 说，原文提到“只有一个审批人时，他一忙文章就要等几周”，这句话很可能说的就是他。所以他们推行了“伙伴”制度：90% 的修改迭代在写稿工程师和另一位更容易约到的同事之间完成，需要三四轮打磨时这点很关键，而且那位同事往往比他更擅长技术 storytelling。他还强调，好博客不是“别挡路”就会自然长出来的：必须有高管真正把它当优先事项，工程领导也要承认写作是正经工作、愿意让工程师在上班时间写，Heap 甚至在 sprint planning 里就把这部分算进去；很多好选题也是和工程师一起从手头工作里挖出故事内核，是主动过程。
drob查看英文原文
> One person at a company with a compelling blog noted that a downside of having only one approver and/or one primary approver is that if that person is busy, it can takes weeks to get posts approved. Heap CTO here. I'm pretty sure this quote is about me! Or if it's not, it would be equally true about me. This is why we rolled out the "buddy" system described in this post. That way 90% of the iteration can be between the engineer writing the post and someone else who will be a lot more available than I am. This matters a lot if a post requires three or four round trips to really get it right. Plus, in a lot of cases, that other person is better at technical storytelling than I am to begin with. I'd also note that this post and HN discussion focus a lot on reducing friction, as if having a really good blog is the state of nature. In my experience, this has not been true. A good blog won't just happen if you get out of the way. Someone senior at the company needs to actively prioritize the engineering blog. You also need eng leadership that respects that writing posts is real work and is willing to have engineers spend time on-the-job working on them. At Heap, we do this down to the level of taking this into account in sprint planning. Also, a lot of the good ideas for posts come from working with engineers to find the kernel of a story in something they're working on. This is an active process, not something spontaneous that you just have to permit to happen. We also benefit from having a lot of legitimately interesting technical work to talk about. This is more true at some companies than others, and is a big multiplier on how compelling you can make your blog. The success of a blog post is pretty non-linear – either it gets wide readership or not much at all. Having something interesting to talk about is pretty important, and is hard to manufacture.
配图与视觉风格是被低估的写作环节，值得争取设计资源、保持统一。
这位评论者说，自己写公司博客最难的是配图——要符合公司品牌与设计规范。他认为这种定制插图正是让博客出挑、让普通读者更容易读进去的关键。即使没有明文要求，技术博客背后通常也有一套隐性的设计原则（视频、动画、插图、代码片段）。他提到 websequencediagrams、mermaid 这类工具做出来的图还是比较基础，并举例说某篇 Toptal 文章的插图工作量很大，看起来是设计团队有人专门配合。
pulkitsh1234查看英文原文
Personally, I feel the main part where I face the most difficulty in writing blog posts (for companies), are illustrations which adhere to the branding guidelines/style of the company. I feel these custom illustrations are something that makes the blog stand out and the content easy to consume (attractive?) for a general reader. Even if there are no direct instructions to follow the design principles/themes of the company, it kind of makes sense that there are some underlying design principles that all the tech blogs are adhering to (in terms of videos, animations, illustrations, code snippets). I know about tools like [1] but they are fairly basic (afaik) in terms of visuals. For instance, look at the amount of work in creating illustrations for [2], it seems they had someone assigned from the design team to help with these. Another example is in the blog post [3] linked in the original post. [1]: https://www.websequencediagrams.com/, https://mermaid-js.github.io/mermaid/#/ [2]: https://www.toptal.com/ruby-on-rails/decoupling-rails-components [3]: https://blog.cloudflare.com/content/images/2019/06/leak2-2.png
博客是招聘与自我校准的信号，而过度审批会把文章磨得空洞。
高质量的技术博客会让他更想加入一家公司，是判断“我会不会喜欢这里的工作”的强信号。除此之外，好文章还能帮团队做 sanity check：他注意到连资深工程师也会拿大公司的好文章当“看，我们没疯”的依据。他举例说，自己因为一位敬佩的工程师在 Twitter 分享 Wayfair 的《Bayesian Product Ranking at Wayfair》而记住了这家公司；相反，Lyft 那篇讲 ML 面试设计的文章让他失望，觉得它正是 Dan 所说的那种被审批流程“去风险化”、删掉具体细节、变得含糊无趣的产物。
thundergolfer查看英文原文
I definitely become more attracted to companies with high quality blog posts on things I'm interested in. The right blog is a really big signal that I'd be interested in the work at the company. Besides picking the next company, great blog posts can be a real help in sanity checking the work that's happening in our team. I've noticed even senior engineers treating good blog posts from big companies as "See, we're not crazy". Right now I'm operating in the data science platform space at my company, and have been reading a lot more company blogs than usual. Wayfair is a company I now know of after an engineer I really respect shared on Twitter "Bayesian Product Ranking at Wayfair"[1]. Lyft, on the other hand, disappointed me with "How Lyft Designs the Machine Learning Software Engineering Interview"[2]. That post sounds like it could have been victim to what Dan notes as: > Approval/editing process mainly de-risks posts, removes references to specifics, makes posts vaguer and less interesting to engineers 1. https://tech.wayfair.com/data-science/2020/01/bayesian-product-ranking-at-wayfair/ 2. https://eng.lyft.com/how-lyft-designs-the-machine-learning-software-engineering-interview-bbbb9fc8bb28
砍掉工程之外的审批（如法务），产量和阅读量都能明显提升。
他以公司博客作者的身份现身说法：刚入职时审批流程夸张到要过法务；现在干脆不走那套流程，只专注把工程内容做对，不掺营销垃圾。去掉法务审批后，发文频率从每周一篇变成每天一篇，一年内阅读量翻倍。他的结论是：超出工程范围的审批流程是有害的。
VonGuard查看英文原文
This post is totally accurate. I am a corporate blogger, and when I started at this company, we had a ridiculous approval process involving legal. Now, we just don't do that process, and focus on getting the engineering stuff right and doing absolutely no other content: engineering only, no marketing crap. By removing legal approvals, we went from publishing once a week to publishing once a day, and our hits have doubled in a year. Approval processes that extend past engineering are evil.
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