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: Your Customers Demand Valuable Content

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment acros...

    • Downloads: 721
  • For B2B Marketing Professionals

    Report: Make Sales Efficiency A Key Addition To Your B2B Content Marketing Metrics

    Successful B2B marketing depends on content marketing to engage prospects and customers, as well as to support more effective sales execution. Marketers must prove that budgets spent on content ...

    • Downloads: 172
  • For B2C Marketing Professionals

    Report: Brief: How To Get The Most From Content Marketing Tools

    B2C marketers struggle to make sense of technologies for content marketing. Despite broad and growing interest in the marketing strategy, marketers have not agreed on what a content marketing so...

    • Downloads: 103
  • For B2C Marketing Professionals

    Report: How To Re-Energize Your Branded Content

    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 a...

    • Downloads: 96
  • For B2C Marketing Professionals

    Report: Case Study: Unilever Designs Content Around Customer Interests, Not Products

    The world's third-largest consumer packaged goods (CPG) company does not radically change how it goes to market often; this case study explores how Unilever did just that. It began when the CPG ...

    • Downloads: 222
  • For B2C Marketing Professionals

    Report: Predictions 2014: Marketing Leaders Put Insights To Use

    Marketers have more channels to choose from than ever before. In 2014, their choices will become even more numerous, thanks to increasing device proliferation, the Internet of Things, and the di...

    • Downloads: 963
  • For B2C Marketing Professionals

    Report: Build Your Content Strategy With The Marketing RaDaR

    Today's empowered and digitally connected customers engage less with traditional advertising messages yet, at the same time, are interested in useful and valuable content that can help them orie...

    • Downloads: 801
  • For B2C Marketing Professionals

    Report: Build Your Content Brand By Delivering Customer Value

    To counter increasing media fragmentation and consumer disenchantment with advertising, marketers have begun to exploit the power of digital and social media by building large followings around ...

    • Downloads: 708
  • For B2C Marketing Professionals

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

    Today's empowered consumers are in control and telling brands where, when, and how they are open to a mutually valuable exchange of information. To counter growing media fragmentation and consum...

    • Downloads: 560
  • For B2C Marketing Professionals

    Report: Put Distribution At The Heart Of Content Marketing

    Investment in branded content is rising sharply, but too many brand marketers fail to plan for the distribution and discovery of their content. The result? Significant content investments don't ...

    • Downloads: 777
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