Ryan Skinner

Senior Analyst serving B2C Marketing PROFESSIONALS

Ryan primarily contributes to Forrester's offerings for B2C Marketing Professionals. He analyzes 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 B2C Marketing Professionals

    Report: Content Intelligence: Algorithms Assign Meaning And Value To Content

    Your content is dumb — the systems that store and deliver it have no inkling of what it's actually about. Tagging is, at best, unsystematic; at worst, it's absent or inappropriate. Content intel...

  • For B2C Marketing Professionals

    Report: Breakout Vendors: Content Intelligence For Marketing

    Marketers understand the crucial role that content plays in their brands' growth and business development, but they lack the manpower, budget, or — sometimes — the capability to maintain and opt...

  • For B2C Marketing Professionals

    Report: Your Brand Needs Content Governance Now

    Your brand is churning out all kinds of content at a high rate, but inconsistencies in that content are confusing your customers. Content marketers make things worse with their quixotic audience...

  • For B2C Marketing Professionals

    Report: Five Marketing Asset Management Secrets

    Asset management has evolved in a few short years from a quick fix for sharing or storing large, rich media files to a crucial differentiator of successful marketing teams. As dispersed teams ac...

  • For B2C Marketing Professionals

    Report: Valuable Content Is Every Marketing Team's Job

    Content marketing asks something more of marketers' content; it demands storytelling and a focus on building audiences and maintaining interest. Marketing organizations have long possessed only ...

  • For B2C Marketing Professionals

    Report: Seize Control Of Your Content Strategy

    Today's empowered and digitally connected customers engage less with traditional advertising messages. However, they are interested in useful and valuable content that can improve their lives, h...

  • For B2C Marketing Professionals

    Report: Master Content Marketing To Drive Engagement, Credibility, And Preference

    The content marketing playbook helps marketing leadership professionals design and deploy successful content marketing to drive engagement, credibility, and — ultimately — preference by: 1) deve...

  • For B2C Marketing Professionals

    Report: Deliver Valuable Media And Customer Experiences With Valuable Content

    Today's customers have never had richer options when it comes to accessing media and information, from anywhere, on a variety of devices, and from multiple sources. They avoid ads in ever-greate...

  • For B2C Marketing Professionals

    Report: Stop Pushing Unwanted Content To Customers

    Customers have abundant sources of information to drive their purchases, and a new one's never more than a click away. This dynamic hurts marketers who push unwanted content and rewards those wh...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Content Marketing Platforms, Q2 2015

    Marketing teams turn to specialist software to manage a tremendous velocity of content production, approval, and publication; these specialist offerings are what Forrester calls content marketin...

View all of Ryan Skinner's Research

Clients who work with Ryan Skinner also work with: