Who's your Daddy now??

It has been said that content is the king of all media, that is a way of getting into people. Today, thanks to Web 2.0 (that enables a greater interaction between consumer and brands), "Consumer Generated Media" is your Daddy Now.
Most of consumers trust recommendations way more than normal advertising. Then, content generated by users has become very valuable. Some of these generated media would be: blogs forums, replies, comments, videos, pictures, podcasts, wikis, etc.
An example of this might be book, CD, or movie reviews. For example, if you visit Amazon you'll find that after you look for a book, you are able to find some book reviews written by users that even get the chance to "star" their book with how much they liked it. This comments are more valued than the one the Book Company or Amazon might put, because people can identify themselves with the one that's behind the computer writing whether they thought their book was good or not. And that happens in lots of websites where people need recommendations for shopping decision making like MixUp Music Store in Mexico or Ticketmaster, Ebay, or even hotel reviews.
This helps consumers to make a better decision about buying or not the thing they are thinking about. This is becoming a value-trust relationship is growing faster everyday.