It’s vital, especially in my current situation, that I stay on top of current trends in all aspects of online content, marketing included. After all, content marketing is something that even traditional journalists have to get to grips with.

It’s therefore rather worrying when an e-mail arrives from my friend Bruce, highlighting a key online marketing trend that has completely left me behind. I’m going to be rethinking my approach to collaborative content production after seeing this, I can tell you: