It's no secret that relevant and valuable content can help raise brand awareness and exposure. With today's consumers facing information overload everywhere they turn, far too much great content goes unnoticed. Thanks to research, we now have a better understanding of the psychology behind what drives consumers to share content. Let's take a look.

Good news for fans of frowning, hard-bodied men with husky voices and a tendency to growl crossly at women before sweeping them off their feet. Romance publisher Mills & Boon has a new app. Launched this week for iPhone and iPad by publisher Harlequin, it ties into the company's existing eBookshelf service, through which readers can buy or subscribe to its ebooks.

H&M has teamed with The Debrief, Bauer Media's multi-platform lifestyle brand for women, for a three-month deal which will see the fashion brand being promoted editorially. Handled by UM London, the deal will see H&M products recommended in editorial copy, as well as being promoted on the website.

The UK has to invest GBP875m to create a 100% digitally skilled nation by 2020, without which around 6.2 million will not havefundamental online skills, a new report claims. According to the Tinder Foundation and Go ON UK commissioned report dubbed report 'A Leading Digital Nation by 2020', the government, public and third sector will need to join forces to review their adult training and skills spending in a bid to reach the target of getting everyone online.

Procter & Gamble has used its appearance at Mobile World Congress in Barcelona to showcase its first connected toothbrush. The Oral-B SmartSeries 7000, which will be on show at the conference for the week, is designed to connect users' smartphones via a Bluetooth 4.0 connection in order to receive data on how they are brushing their teeth and assess their oral hygiene.

Orange, which has the largest stake in French online video portal Dailymotion, is reportedly in talks with Microsoft over a potential partnership. Regulators in France nixed a previous attempt to sell the service to Yahoo, but this doesn't appear to be a sale attempt. According to the Wall Street Journal, Orange wants an "industrial" partnership with Microsoft that would leave the telco in charge while expanding Dailymotion further into the U.S. market.

InTV, a group of major international TV channels working together to promote the benefits of international television to the advertising industry, brought together experts from media giants to discuss growing industry trends. Members of inTV include BBC World, CNBC, Euronews, Eurosport, France 24, National Geographic Channel, Sky News and TV5Monde, and here are the four main trends being watched by these digitally-savvy channels.

Six leading newspaper groups are combining forces to create a package across all of their platforms on a single day. A competition, devised by Newsworks, will offer a package worth up to GBP300,000. Agency planners will compete for the free space by submitting a proposal - for a charity, brand, service or an idea that they feel passionate about - which could be transformed by influencing 20 million people in one day.

Rebekah Brooks was not aware that Milly Dowler's phone had been hacked until nine years after the event, the Old Bailey has heard. The former News of the World editor also told the court she did not know phone hacking was illegal until 2006 and conceded that she might have sanctioned it had there been justification, such as an investigation into paedophiles.

The Commons culture, media and sport select committee's hearing on the future of the corporation was told on Tuesday that local newspapers often found their stories repeated on BBC outlets without attribution. The president of the Newspaper Society, Adrian Jeakings, told MPs that "unconstrained commercial expenditure by the BBC could if taken to its limit wipe out the local press".