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: 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 ...

    • Downloads: 168
  • For Marketing Leadership Professionals

    Report: Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales

    As marketing leaders amass rich and detailed records of the interests and intents of their customers, the value they can derive from second-party data — by intelligently patching into othe...

    • Downloads: 145
  • For Marketing Leadership Professionals

    Report: Lift Content Marketing Spending Power Through Brand Partnerships

    More and more marketers are producing content to target the same audiences. This hurts brands in two ways: Consumers drown in stories, making it harder for marketers to reach them and create a r...

    • Downloads: 149
  • For Marketing Leadership Professionals

    Report: Build The Case For Content Marketing On Efficiency, Differentiation, And Granular Metrics

    Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not ex...

    • Downloads: 262
  • For Marketing Leadership Professionals

    Report: Drive Returns With Adaptive Content Promotion

    The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers p...

    • Downloads: 101
View all of Ryan Skinner's Research

Clients who work with Ryan Skinner also work with: