GM's Fastlane blog gets most of the credit for establishing GM’s leadership position in the CGM space, but Smallblock’s significance to the history of corporate blogging should not be overlooked.
Start Small A product-focused event blog brings a tight focus to content, as well as an end date to the project. Bringing this level of definition to a company's first blog project makes for an easier sell internally.
Test, Refine, Launch Smallblock allowed GM to get some experience under its belt and learn by doing before launching the Fastlane blog. Smallblock authors were product managers, not highly visible and opinionated executives like Bob Lutz. This lowered the risk of entry considerably. In hindsight, I wonder if Fastlane was the first idea for a blog and Smallblock was created, in some part, to help ensure a successful launch.
Long-Term Results While the last Smallblock post may be today, I hope the site will stay online. All of this content is already cataloged in search engines and helping GM stay at the top of searches on this topic. Pulling the site down because it is no longer being updated would be foolish and a wasted investment of time and resources.
Debbie Weil brings us more on the Smallblock blog's retirement at Business Blog Consulting.
More on why event blogs can be a very effective tactic.
More on how GM leveraged its Fastlane blog to stem media criticism.