Ryan Skinner

Principal Analyst

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A CMP Wave And The Vision Of True Brand Orchestration

Ryan Skinner April 21, 2017
Ted Schadler first said “content is the soul of digital.” To that, I add: “…and content marketing platforms are its church.” CMPs. This tech is like the ace up the sleeve for savvy marketing leaders. A marketing leader at Airbnb told us that this is the crucial tech that allows the company to move faster […]
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Introducing Content Intelligence

Ryan Skinner March 24, 2017
A riddle: What's the difference between your content and mashed potatoes? Answer? Nothing. To the technologies that host and deliver your content, the stuff they deliver may just as well be mashed potatoes as text strings or image files. Even marketers who spend lots of time tagging content know the process is very fallible, often […]
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Your 7 content mega- giga- uber- supra- monster trends for 2017

Ryan Skinner February 2, 2017
It’s Groundhog’s Day, when a sleepy landpig emerges from his little mancave and entertains questions from the press about astronomical phenomena! As good a day as any to share a few content trends where we at Forrester expect to see considerable acceleration this year. Here are your 6 content trends and one wannabe-trend that won’t […]
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US Marketers Spent More Than $10 Billion On Content In 2016

Ryan Skinner January 16, 2017
I've always dismissed efforts to size the 'content marketing market'. The definition of content marketing's very squirrelly, meaning: a) if you size it including A, B, and C, then people will invariably say it should also include D, E, and F (but not B, or C), and b) if you ask marketers to give you […]
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Here Are Your Native Advertising Options Mapped Out

Ryan Skinner September 27, 2016
Native advertising corresponds to many types of advertising, from paid search and social ads to the sponsored editorial offerings from media companies. Put simply, it’s confusing as hell to understand. Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand […]
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Just Don’t Call It Native Advertising

Ryan Skinner May 10, 2016
In the context of writing a report on the native advertising technology landscape, I was looking at many publishers' native advertising products when it occurred to me: Nobody uses the same damn name for native ads, no one calls it 'advertising', and almost no one calls it 'native'. Here's a word cloud of all the […]
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United States of #Engagement’s Declaration of #Engagement

Ryan Skinner April 20, 2016
Just go with this for a moment:   We hold these #engagements to be self-evident, that all #engagements are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are #engagement, #engagement and #moreengagement.–That to secure these rights, #engagements are instituted among Men, deriving their just #engagements from the […]
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6 Reasons BuzzFeed’s Revenue Miss Is OMG!

Ryan Skinner April 15, 2016
BuzzFeed's supposed to be the media company that holds the answer to the media business's future in a post-banner world. While the media world is dying, BuzzFeed's been hiring, growing to new markets, winning new investment on high valuations and projecting hockey stick sales growth. But worrying signals that BuzzFeed was struggling were confirmed in […]
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Facebook To Collect Brand-Sponsored Content Data

Ryan Skinner April 12, 2016
An announcement late last week by the Facebook media team may have been overlooked by many marketers, but it has intriguing ramifications. Facebook announced that it would effectively allow any organization with a verified page to publish brand-sponsored content without asking Facebook for explicit permission first, provided that content was tagged to the brand. They […]
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Half of top-performing marketers use UGC extensively

Ryan Skinner April 5, 2016
Last week Salesforce published its 'State of Marketing' survey results, which included some interesting findings for data-driven marketers. First of all, the over-ambitious title* and the survey's methodology tell you to take the findings with a grain of salt. 43% of the survey's 4,000 respondents were either CEO or owner, which correlates well with the apparently […]
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GoPro: What Happened To The Content Marketing Child Prodigy?

Ryan Skinner March 29, 2016
GoPro’s like the preternaturally gifted kid at Content Marketing High. Its community of content creators churn out viral video clips like butter, and its online audiences are second only to Red Bull’s. The product’s actually a viral video machine, giving it this absurd business, marketing and content strategy alignment: But all is not well with […]
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12 Quick Observations On The Content Marketing Vendors In That Supergraphic

Ryan Skinner March 23, 2016
Two days ago, Scott Brinker published his annual marketing technology supergraphic. It's now grown to some 3,800 vendors.* There are, by my count, 159 vendors categorized in the content marketing part of his uberstack. Some quick analysis of this collection: First of all, a blob of logos is hard to relate to (but it looks […]
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Don’t bet on your video subscribers

Ryan Skinner March 21, 2016
Here’s an interesting discrepancy: Marketers and agencies fuss over how many people subscribe to a brand’s YouTube channel. Yet, the ease of subscribing suggests little commitment, and YouTube buries notifications of new videos from subscribed channels.* Thus, in the context of a report I’m writing, I hypothesized that YouTube subscribers were worthless; brands that had […]
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The Age of the Customer Hits The Media World

Ryan Skinner March 17, 2016
Do you hear something? Is someone banging on the door? Yes, I think someone’s banging on the door. Pretty hard actually. In fact, it’s deafening. The knocking is empowered digital media buyers. The slowness to answer is the media ecosystem of publishers, media agencies, and broadcasters. I shared the video below a week ago on […]
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All Things Hair: A case study about brand-building in 2015 AD

Ryan Skinner September 23, 2015
I just published this case study about All Things Hair. If you haven’t heard or come across ATH before, it’s a series of YouTube channels initiated by Unilever’s hair care products division. On each national channel (they’re in about a dozen countries now), a half-dozen teenage and twenty-something video bloggers describe how you can get […]
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Marketers want more content strategy from their content marketing

Ryan Skinner July 17, 2015
We recently asked marketing leaders who use content marketing platforms (CMPs) a simple "this or that" question, namely: What business outcomes did your content marketing initiatives generate last year: top-line benefits (new customers, revenue, sales) or bottom-line benefits (loyalty, reduced marketing or media expenses)? The responses came down decidedly in the second category. In other […]
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Introducing the Forrester Wave for Content Marketing Platforms

Ryan Skinner June 30, 2015
“Once you scale beyond a couple contributors and teams, it gets messy.” – Content marketing leader at Intel That’s as succinct a summary as you’ll get for the pains of contemporary content marketing. Even as marketers flock to it, experienced practitioners know of content marketing’s side effect:  An unmitigated mess, with lots of people producing […]
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Hello World. It’s Audience-Centric design.

Ryan Skinner March 18, 2015
Today I heard an agency describe the content strategy that it was working for a client. At the end of the description (which revolved around how the client saw itself, and what it wanted to talk about), I said: “That sounds like an ad pitch.” Awkward silence. Right now, in meeting rooms around the world, […]
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What Will Come Of Recent Content Marketing Deals

Ryan Skinner February 18, 2015
Last year we announced in our report about tools and technology for content marketing that: Marketers must mix service providers and software solutions to serve their needs . . . vendors bifurcate into service partners and software solutions. Increasingly, we’re seeing those two camps – the service providers, usually agencies, and software tools – merge […]
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You Must Solve Two People-Shaped Content Problems

Ryan Skinner January 29, 2015
The problems of content marketing apply to you as a marketer whether you’re actually practicing “content marketing” or not. In any enterprise, there’s a New York Times-scale amount of content getting produced.[i] And your customers are hoovering up content (from a brand or otherwise, in many channels, interchangably) and making decisions based upon it.[ii] That […]
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