Speaker Biography

Ryan Skinner

Senior Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

04/14/2015

  • 02:30 PM - 03:00 PM

    Go Beyond Guesswork: Relevant Content Requires Editorial, Contextual, And Experiential Analysis

    Marketing leaders must get systematic in how they gather and apply insights about their customers to drive the development of valuable content, and in how they measure interactions with their content, in order to improve future interactions. This session provides marketers with best practices in the virtuous cycle of:

    • Data in: how to extract insights about customer attitudes and interests.
    • Data out: how to measure interactions to inform future content strategy.
    • The structural and technological requirements to manage the process.

  • 03:10 PM - 03:40 PM

    Beyond Publish And Pray: Making Content Marketing Pay

    Marketers have adopted content marketing en masse — and as a result, we've flooded our channels. With improved search algorithms and social media networks trimming organic reach, the competition for audience is fierce and ROI increasingly elusive. Marketers must fold their content marketing into a strategic system of promotion and delivery to cut through the noise. This panel will help you:

    • Define the right role for content marketing in your marketing mix.
    • Craft the right mix of owned, earned, and paid channels.
    • Develop a targeted and effective influencer strategy.

Research Focus

Ryan primarily contributes to Forrester's offerings for B2C marketing professionals. He analyzes how marketers should pivot from campaign- and channel-focused strategies to content- and customer-focused ones. In this context, Ryan leads Forrester’s research on content marketing, content strategy, customer engagement, and content intelligence for marketers.

This work has naturally led into other areas of focus, such as agile marketing, customer experience, native advertising, and brand narratives. In workshops, speeches, and consulting assignments, Ryan has advised large consumer brands in the US and Europe on their efforts to engage with customers across channels. Further, he advises marketing leaders on a variety of technology and service provider decisions that relate to content and customer engagement.

Ryan is the thought leader for Forrester’s cross-disciplinary team researching content-related topics, and he takes part in a similar group researching personalization initiatives.

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.

Education

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