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  • Ryan Skinner

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  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Content Marketing Platforms, Q2 2017

    Percolate And Sprinklr Lead The Field With Brand Orchestration Vision
    April 18, 2017 | Ryan Skinner

    In our 37-criteria evaluation of content marketing platform (CMP) providers, we identified the nine most significant ones — Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword,...

  • For B2C Marketing Professionals

    Report

    Report Content Intelligence: Algorithms Assign Meaning And Value To Content

    How Artificial Intelligence Technologies Help Marketers Resolve The Content Paradox
    March 23, 2017 | Erna Alfred Liousas, Ryan Skinner

    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...

  • For B2C Marketing Professionals

    Report

    Report Breakout Vendors: Content Intelligence For Marketing

    Acrolinx, Idio, And Persado Use Content Intelligence To Raise Brands' Content Quality
    March 23, 2017 | Erna Alfred Liousas, Ryan Skinner

    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...

  • For B2C Marketing Professionals

    Report

    Report Your Brand Needs Content Governance Now

    Better Content Management Models Make Marketing Content More Accurate, On-Brand, Reusable, And Effective
    February 22, 2017 | Ryan Skinner, Jessica Liu

    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...

  • For B2C Marketing Professionals

    Report

    Report Five Marketing Asset Management Secrets

    Marketers Need Defined Processes, Roles, Templates, Metadata Strategies, And Rules
    February 21, 2017 | Ryan Skinner

    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...

  • For B2C Marketing Professionals

    Report

    Report Valuable Content Is Every Marketing Team's Job

    Organization: The Content Marketing Playbook
    January 30, 2017 | Ryan Skinner

    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 the...

  • For B2C Marketing Professionals

    Report

    Report Stop Pushing Unwanted Content To Customers

    Landscape: The Content Marketing Playbook
    January 5, 2017 | Ryan Skinner

    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 who...

  • For B2C Marketing Professionals

    Report

    Report The State Of Marketing Content Spending

    US Marketers Will Spend 8% Of Their Marketing Programs' Budgets On Content This Year And Digital Agencies Will Benefit
    December 12, 2016 | Ryan Skinner

    Marketing leaders increasingly recognize how content facilitates purchase journeys, customer service, and customer relationships, leading to greater and greater content investment. Marketers will...

  • For B2C Marketing Professionals

    Report

    Report Better Content Insights From Better Dashboards

    Build Or Adopt Better Tools To Ensure Content Performance Is Informed By Business Outcomes
    December 8, 2016 | Ryan Skinner

    Creating relevant content that helps customers and generates results for the business is hard. Those who commission, create, manage, and distribute content need to be able to see, quickly, what...

  • For B2C Marketing Professionals

    Report

    Report Content Marketing Platforms (CMPs) Aim To Align Teams

    Tools And Technology: The Content Marketing Playbook
    November 11, 2016 | Ryan Skinner

    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 marketing...

  • For B2C Marketing Professionals

    Report

    Report Spin User-Generated Content Into Brand-Building Gold

    Strategic Approaches To UGC Infuse Brands With Trust And Credibility While Minimizing Risk
    November 10, 2016 | Ryan Skinner, Jessica Liu

    The inherent authenticity of user-generated content (UGC) is kryptonite to even the most super of brands. Consumers' honest perspectives deflate brand mythologies and reveal once-hidden flaws. But...

  • For B2C Marketing Professionals

    Report

    Report Get Customer-Obsessed With Your Content Marketing Processes

    Processes: The Content Marketing Playbook
    October 27, 2016 | Ryan Skinner

    Traditional marketing processes implode on contact with content marketing for three reasons: First, the rapid and ongoing publishing cycle strains obsolete production and approval machinery;...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Native Advertising Technologies, Q3 2016

    Master The Technologies That Align Consumer And Advertiser Outcomes Across Devices And Sites
    September 22, 2016 | Ryan Skinner

    Native advertising's potential excites B2C marketers, who struggle with the blocking and poor performance of their ads, particularly on mobile. But most marketers are missing the native advertising...

  • For B2C Marketing Professionals

    Report

    Report Crack The Content Marketing Code In Five Easy Steps

    Road Map: The Content Marketing Playbook
    September 21, 2016 | Ryan Skinner

    Among marketing leaders, fewer than half can say their content marketing activities deliver measurable business outcomes. At the same time, they concede that based on how customers behave and buy,...

  • For B2C Marketing Professionals

    Report

    Report How To Re-Energize Your Branded Content

    Continuous Improvement: The Content Marketing Playbook
    September 20, 2016 | Ryan 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...

  • For B2C Marketing Professionals

    Report

    Report Use The Forrester Media Content Audit To Lift Your Brand Storytelling

    Gauge Whether Your Media Content Turns On Audiences — Or Turns Them Away
    September 12, 2016 | Ryan Skinner

    Major consumer brands like Adidas, American Express, General Electric, Marriott, Pepsi, and Under Armor have invested millions of ad dollars to create and distribute content that their targets will...

  • For B2C Marketing Professionals

    Report

    Report Video Strategy For The Post-Digital Age

    Stop Making Videos That Interrupt And Irritate Customers; Start Making Videos That Interest And Intrigue Them
    September 2, 2016 | Ryan Skinner

    Marketers bring a tainted legacy of interruptive TV ads when they approach digital video. It's no wonder preroll branded videos are the leading reason why customers activate ad blockers. Marketers...

  • For B2C Marketing Professionals

    Report

    Report Take This Four-Step Approach To Branded Video

    Online Video Is Powerful But Only When A Clear Strategy Precedes Production Decisions
    May 6, 2016 | Ryan Skinner

    Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it...

  • For B2C Marketing Professionals

    Report

    Report Content Marketing Must Support Customer Experience

    When Customers Want To Engage, Customer-Led Content Helps Them Be Effective, Eases Their Interactions, And Makes Them Happy
    April 26, 2016 | Ryan Skinner

    Valuable customer experiences will be the primary factor differentiating brands that win from those that lose in the global economy for at least the next decade, and content marketing has a crucial...

  • For B2C Marketing Professionals

    Report

    Report Deliver Valuable Media And Customer Experiences With Valuable Content

    Vision: The Content Marketing Playbook
    April 8, 2016 | Ryan Skinner

    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-greater...

  • For B2C Marketing Professionals

    Report

    Report Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook

    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...

  • For B2C Marketing Professionals

    Report

    Report Seize Control Of Your Content Strategy

    Strategic Plan: The Content Marketing Playbook
    March 30, 2016 | Ryan 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...

  • For B2C Marketing Professionals

    Report

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

    Business Case: The Content Marketing Playbook
    March 18, 2016 | Ryan Skinner

    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...

  • For B2C Marketing Professionals

    Report

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

    Executive Overview: The Content Marketing Playbook
    March 9, 2016 | Luca S. Paderni, Ryan Skinner

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

  • For B2C Marketing Professionals

    Report

    Report Don't Confuse Media-Led And Customer-Led Content Marketing

    Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones
    February 23, 2016 | Ryan Skinner

    As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing:...