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: Earn Buy-In For Content Marketing's Silo-Busting Benefits

    Business Case: The Content Marketing Playbook

    November 17, 2017Ryan Skinner

    Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers should seize upon the opportunity to pull together a businesswide story that illustrates the positive effects of a unified content marketing strategy. This report explains how marketers can bring together the needed support to obtain organizational buy-in and win the support of business leadership. This is an update of a previously published report that now includes the POST methodology and updated examples and references; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Content Marketing Starts With Strategy

    Road Map: The Content Marketing Playbook

    November 8, 2017Ryan Skinner

    Among marketing leaders surveyed by Forrester, more than half said their content marketing activities were "still immature." At the same time, they concede that based on how customers behave and buy, content marketing is crucial to their success. Content marketing is getting more budget, but marketers are failing in the execution. This report of Forrester's content marketing playbook gives marketing leaders a clear road map to set up their content marketing operations in an impactful, cost-efficient, and coordinated way across all marketing functions. 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: Seize Control Of Your Content Strategy

    Strategic Plan: The Content Marketing Playbook

    November 6, 2017Ryan Skinner, Erna Alfred Liousas

    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, help them make decisions, and get more value from their purchases. B2C marketers struggle to produce content that is valuable in their customers' eyes. Develop a strategic approach to content marketing that will deliver valuable content and drive business results for your brand with this report. This is an update of a previously published report. Forrester reviews and updates reports periodically for continued relevance and accuracy; we revised this edition to factor in new examples and data.

  • For B2C Marketing Professionals

    REPORT: Deliver Valuable Media And Customer Experiences With Valuable Content

    Vision: The Content Marketing Playbook

    November 3, 2017Ryan Skinner

    Today's customers have never had richer options when it comes to accessing media and information from anywhere, on a variety of devices. But with great power comes great ability to avoid unwanted ads — driving B2C marketers to offer uniquely valuable, authentic, and personal experiences that make customers' lives easier and more joyful. This is the premise of effective content marketing. Marketers should read this report to help them build the appropriate foundation for content marketing and valuable experiences. 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: Get Customer Obsessed With Your Content Marketing Processes

    Processes: The Content Marketing Playbook

    October 27, 2017Ryan Skinner

    Traditional marketing processes implode on contact with content marketing because: the rapid and ongoing publishing cycle strains obsolete production and approval machinery; signals from the market fall unheard in product-driven campaigning; and diverse groups of contributors quickly run astray. To master content marketing, B2C marketing leaders need to manage many concurrent activities, absorb clear signals from the media habits of customer groups, and maintain balance. Read this playbook report to understand how to make content marketing processes adoptable, open, and customer obsessed. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

View all of Ryan Skinner's Research

Clients Who Work With Ryan Skinner Also Work With:

View all related analysts