The next battle for marketers is intent

By Joanne Ng
For years, marketers could rely on a simple equation: if you could earn attention, you could influence consideration. Reach became the industry’s favourite currency, and entire strategies were built around acquiring more of it.
Today, that equation is breaking down.
If your content strategy is still built to win attention, you are preparing for a war that is already over.
Here is the uncomfortable part. Attention alone is no longer a competitive advantage. Between infinite feeds,