Ryan   Skinner

Ryan Skinner

Senior Analyst Serving B2C Marketing Professionals

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.

Ryan Skinner

Senior Analyst Serving B2C Marketing Professionals

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.

Ryan Skinner's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Content Gets Its Feet As An Enterprise Marketing Function

    Benchmarks: The Content Marketing Playbook

    January 18, 2018Ryan Skinner

    Content marketing is growing as an approach in enterprise marketing departments, and with it the dependence on content creators within those departments. And while most businesses rely to varying degrees on agencies for their content, the trend is clearly toward bringing more of those activities in-house. Read this report to get crucial benchmarks for marketing employees working on content marketing and for the partners and resources they use to do it.

  • For B2C Marketing Professionals

    REPORT: How To Re-Energize Your Branded Content

    Continuous Improvement: The Content Marketing Playbook

    January 11, 2018Ryan Skinner

    The bar for content quality — whether it's from a brand or a publisher — is continually rising. Marketers' best and only real route to nailing customers' expectations is to embrace an iterative process of test and learn. Marketers should not ask themselves if they need to improve their content marketing strategies, but rather, how to improve them. This report introduces B2C marketers to key dimensions of improvement for content marketing and the specific triggers that inform them. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook

    January 2, 2018Ryan Skinner, Erna Alfred Liousas

    How is content influencing audiences? Is your brand forging the basis of better long-term and more-efficient relationships with existing and future customers? And how is all of this activity contributing to the business' success? These hard questions demand both analytical acumen and sound strategic judgment from marketers. Read this report to determine the value of your B2C marketing content, including how to measure if it changes customers' attitudes toward your brand and ultimately drives positive business outcomes. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new strategies, examples, and data.

  • For B2C Marketing Professionals

    REPORT: Evaluate Your Approach To Successful Content Marketing

    Assessment: The Content Marketing Playbook

    December 13, 2017 Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2C marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions. When taken together, these help marketers not only attract the right audience but also increase engagement with them across the entire customer life cycle. This is an update of a previously published report with updated examples and new terminology; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Explore Content Marketing Platforms For B2B Marketing

    A Constellation Of Fit-For-Purpose Vendors Aid B2B Marketing Agility

    November 27, 2017Ryan Skinner

    B2B marketers are producing more content and assets today than ever before; and often, they're investing in or considering a content marketing platform (CMP) to stay on top of all of their activity. Forrester's ongoing analysis of CMP vendors has identified unique differences between the offerings that B2B marketers should consider when choosing a platform. This report helps B2B marketing leaders determine when a CMP is right for them, which to consider, and why.

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