This might include social media, existing websites or apps, or even just a killer brand and clear, well-defined brand guidelines. It could also be resources - such as having really good in-house design skills or access to a talented copywriter.
For example your website may be outdated, your organisation might have pivoted in a different direction or you may not be getting the results you'd like from your existing website/platform(s). Alternatively, the issue might be resource related - e.g. not having anyone who is confident with doing updates, backups or making sure you don't get hacked.