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User-generated content is the riskiest of all marketing strategies because of the obvious potential for negative comments. But if done right, it will pay off more than any other type of content marketing. A tech-savvy and social-media-focused audience appreciates the realism, the contributions of their peers, and the opportunity to be part of the conversation. Even with the inevitable (but hopefully infrequent) user rant, organic user reviews, commentary and conversation are the foundation of the most successful campaigns…
