South Africa, May 7 -- At Penquin, a brand and communications agency known for driving measurable impact, this is a question that gets asked often. The answer? Not always. One of the biggest challenges facing brands today is the tendency to create content for the sake of content. Not for connection. Not for conversion. Not even for conversation. Just content, ticking boxes on a strategy sheet.

It's time for a shift. It's time for intent to return to the centre of marketing. "Marketing is meant to move people - emotionally, mentally, or to action. If content isn't doing that, then we're wasting money, time, and attention spans," says Veronica Moleele, CEO of Penquin.

Too often, brands fall into the trap of prioritising volume over value....