The document discusses strategies for generating engaging user-generated content (UGC) through four case studies and seven lessons. The case studies include 48 Hours magazine's contest-like format, AllRecipes allowing users to contribute recipes and reviews, Yelp allowing reviews, and Ushahidi collecting crisis reports. The key lessons are to create buzz and urgency, allow different contribution levels, make it easy and fun, provide status opportunities, and shape the content while having a plan.