Ryan Skinner

Principal Analyst

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Great Content Is Not Enough

Ryan Skinner October 3, 2013
There’s a serious, but neglected, problem at the heart of content marketing. Marketers and agencies have invested large sums to create quality content, but – in many cases – it’s not getting discovered. Audiences are neither finding nor sharing it. It’s not going viral. It’s not going anywhere. One CEO at a company that helps […]
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Blog

Content Marketing Fortnight II: Advertising is…unclear

Ryan Skinner September 27, 2013
Here’s your fortnightly round-up of the best of the best stuff online for marketers who think about content. (For more information about what the Content Marketing Fortnight is, see my intro from the first one. And, if you want to get this curated newsletter in your inbox every other week, send me a mail.) Advertising […]
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“Who paid for this content?!”

Ryan Skinner September 24, 2013
Imagine this scenario: Only days before the New Hampshire primaries, an article appears on the Des Moines Times-Courier website: “Candidate Chris Christie Hiding Past As Exotic Dancer,” and quickly goes viral, appearing in millions of Twitter streams, Facebook feeds, and email inboxes. Most people see the headline and shake their heads – “Politicians!” As a […]
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Mini content curation masterclass: A fortnight in content marketing

Ryan Skinner September 13, 2013
I read a disconcerting amount of content about content; you wouldn’t expect less from Forrester’s content marketing analyst. So I thought: Why not do something with it? I’m going to curate and occasionally publish a great little list of content links. As introduction, here's my formula for curation. Tight focus on audience: This is for […]
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16 Ways To Turn Content Marketing Into Business Value

Ryan Skinner July 19, 2013
According to Digiday, current affairs website Slate demands minimum $100,000 from brands to build an “advertising content program”. Forbes asks for $50,000 a month to give brands a platform for publishing content on their site. And many companies are spending as much or more on their own content sites. Given the mighty spend, the silence […]
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Blog

Let’s talk content marketing

Ryan Skinner June 27, 2013
"What's at the heart of content marketing?" "Why does content marketing make sense for me?" "How do I do it well?" Chances are, you're asking yourself one or, indeed, all of the above questions. And that is why I have decided to join Forrester's Marketing Leadership research team as a senior analyst. I've been working […]
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