Corporate content and the processes surrounding it are not about the content creators themselves.
Alan Pringle of Scriptorium has written an excellent article about writing corporate content. I know that while I don’t write 99% of the corporate content for the sites I work on, I try to make it a priority to point out when it seems to me that content–especially text–doesn’t serve the purpose of the company or group’s objective well. Corporate content is all about them, indeed, and as tech writers, we need to provide a positive rhetoric on behalf of our corporate clients. I truly agree with Alan’s article.
Seriously, read this!