Consider the two "curly" Maxwell's equations!(
,
)
Dot the first one with [itex]\mathbf H[/itex] and the second one with [itex]\mathbf E[/itex] and then subtract the second from the first. Using some
vector calculus identities, You'll get the following:
[itex]
\frac{\partial}{\partial t} \frac 1 2 (\mathbf E \cdot \mathbf D+\mathbf B \cdot \mathbf H) + \mathbf \nabla \cdot (\mathbf E \times \mathbf H)=-\mathbf E \cdot \mathbf J_f[/itex]
which is of the form [itex]\frac{\partial u}{\partial t}+\mathbf \nabla \cdot \mathbf K=G[/itex], i.e. is a
continuity equation.
Where u is the density of "something", [itex]\mathbf K[/itex] is the current density of that "something"(amount of "something" passing from a unit cross section in the unit of time) and G is the generation of "something" per volume.
For the present case, that something is energy and so the equation is describing the (non-)conservation of electromagnetic energy(which can appear or disappear since its only one of the energy forms present!).
As you can see, the quantity [itex]\mathbf S=\mathbf E \times \mathbf H[/itex](Poynting vector) is playing the role of [itex]\mathbf K[/itex] and so is the electromagnetic energy current density.