Ryan Skinner

Senior Analyst serving Marketing Leadership PROFESSIONALS

Ryan primarily contributes to Forrester's offerings for Marketing Leadership Professionals. He analyses how brands should develop content and experiences that customers will desire, and even seek out, ultimately building closer relationships with customers that drive preference, advocacy, and loyalty. His research topics include: defining a content discovery strategy (with search and social); understanding content consumption and engagement patterns; managing processes and tools for the production and distribution of content and experiences (technologies, agencies, and media partners); and using tools and methodologies that help marketers measure the business impact of content and experiences they have created, and how to continually optimize them.

Ryan is an expert on both content marketing and the analytical sides of content marketing and marketing automation. He regularly delivers speeches and seminars to large organizations on content marketing strategy, production, execution, and measurement.

Previous Work Experience

Prior to Forrester, Ryan worked at London-based Velocity Partners, a specialist and pioneer in content marketing and digital marketing strategy for the B2B market. Prior to that, he worked for 12 years in PR and communications for a number of large Scandinavian corporations, where he focused on digital outreach and engagement, as well as social media and community-building.

An American, Ryan speaks Norwegian fluently, giving him working proficiency in Swedish and Danish. He also speaks French at a conversational level.

Ryan studied at Duke University, where he graduated with a B.A. in English.

Ryan Skinner's Research

  • For Marketing Leadership Professionals

    Report: Measure Content Marketing For Success

    Content marketing is one of marketers' biggest winners in terms of net new budget, as they realize that valuable, customer-centric content is an effective way to engage with empowered customers....

    • Downloads: 189
  • For Marketing Leadership Professionals

    Report: Build Your Content Strategy With The Marketing RaDaR

    Today's empowered and digitally connected customers engage less with traditional advertising messages yet, at the same time, are interested in useful and valuable content that can help them orie...

    • Downloads: 439
  • For Marketing Leadership Professionals

    Report: Deliver Customer Value With Intelligent Content

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment acros...

    • Downloads: 342
  • For Marketing Leadership Professionals

    Report: Build Your Content Brand By Delivering Customer Value

    To counter increasing media fragmentation and consumer disenchantment with advertising, marketers have begun to exploit the power of digital and social media by building large followings around ...

    • Downloads: 417
  • For Marketing Leadership Professionals

    Report: Boost Brand Engagement With Native Advertising

    Native advertising, or sponsored content — a new form of online media promotion that inserts brand-created messages in the editorial product — is changing how some marketers work with media to a...

    • Downloads: 347
View all of Ryan Skinner's Research

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