Are Brands Wasting Millions On Content? The Importance Of Intent In Marketing

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. That 'we need to post something every day' mindset has created a cluttered, noisy landscape, where truly meaningful communication gets lost in the shuffle. Intentional content doesn't start with a brief — it starts with why.

Meaningful content starts by asking strategic questions. Questions like:

• what we want this piece of content to achieve
• who we are speaking to
• if we are speaking with them or at them, and
• what do we want them to do, think, or feel after consuming a particular piece of content.

In addition, creative should never exist in a vacuum. It must be backed by insights, aligned with brand objectives and purpose-built to deliver value to the right audience, in the right way, at the right time. This is where agencies need to step up, too. It's not enough to just produce beautiful work — we need to challenge our clients, ask hard questions and push for the kind of strategic clarity that leads to real business results.

The most effective campaigns are not the ones with the most assets — they are the ones with the most clarity. The creative process must be linked to measurable outcomes, and it is the responsibility of agencies to challenge brands to think deeper.

Findings from leading global marketing studies continue to show that brand salience, trust and engagement increase when consumers feel seen and understood. This is only possible when content is designed intentionally — rooted in insight, aligned to brand purpose and delivered at the right time and place.

The most successful brands in 2025 are not necessarily the loudest, but the most purposeful. Their marketing efforts are strategic, considered and consumer-focused. Every campaign element — whether a TikTok clip, long-form video, or billboard — is created to serve a defined function and contribute to a cohesive brand journey.

Penquin has worked with some of South Africa's most dynamic businesses, helping them drive meaningful marketing outcomes by putting strategy before execution. Through this lens, content becomes sharper, messaging becomes stronger and the impact becomes measurable.

Are brands wasting millions on content? When there's no clear intent — yes. But with focused strategy, insight-driven creative and a partner who understands the value of purpose, content can cut through the noise and move people in the ways that matter most.

For more information, visit www.penquin.co.za. You can also follow Penquin on Facebook, X, or on Instagram.

*Image courtesy of contributor