I've recently begun working with a new client to WebMetro. We're in the setup / strategy / build-out phase of a multi-service program that ultimately will have us promoting a brand new site we are designing and developing. As typically occurs, a barrage of content has begun coming my way. I spent some time this morning sifting through it for those golden nuggets of opportunity and I'm salivating at the potential now sitting in front of us.
While doing this I began to realize that too often, when we speak with potential clients, we do not get the full picture on the assets we have to work with. By assets, I mean the people, resources, and property they possess that we can leverage. To be fair, in this case, he did tell me we had a lot to work with, but thinking back on calls I've had with other prospective clients, I realize too often we're not given the full picture.
This client is sending me a ton of content that they have written for various trade engagements - a gold mine to any seasoned SEO and a needed part of our new site strategy. We're getting access to a library of video content they have stored on Google Video - this has legs into social, viral, site content and more. I've been sent a ton of photographic content - beyond for display on the site we can optimize a Flickr account. The list of what the client has and how we can use it goes on and on.
My point in this is to remind you that when selecting an agency to partner with for your online activities, remember the importance of getting intimate. It is through that intimacy that your partner would, and should, explore the strengths and assets of your organization that can become the foundation of your online strategy. Often things that you have discounted or forgotten about as past history can be resurrected to once again provide return on the initial investment!