Have you looked at it?

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We had a meeting yesterday with one of our agency partners. They asked for the meeting and they had an agenda. The main focus of the meeting was around generating content/pieces and the main article that would interest our customers.

Our agency began describing what the main website page would contain and I really couldn't believe what I was hearing. They were describing the page that had already been created and launched over a month ago. The website page that is on all of the print ads that are now in market and the website page that all of the display and pay per click ads that they have been working were directed to.

So... I asked the question. "Have you looked at the website? The one that our print ads are directing to and the display and pay per click ads you've worked on are going to?" In which I didn't get an answer. But they then proceeded to go to and realize all the content is already live and has been written.

Ouch. And we had at least 4 people from the agency on that 30-minute call. Talk about a bad call and waste of client dollars. We felt like we weren't even on the same planet on the call.

So what's the takeaway here? When there is content out there in which your team is involved. For example, a website referenced in the creative you are working on. Look at it. Review it. Know what it says. Everything that's being included in marketing communication is there for a reason. Find out why.

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