The project: Based on the success of this summer’s widely shared Potato experiment for Inc.com, I created a social influencer qualification workshop. The program is two parts. In the first, I teach brands the top tricks that today’s “sinfluencers” AKA fake influencers are using to inflate their numbers and engagement. In the second, I show how to screen potential influencers using several different metrics tools–most free. I also share leading-edge list-building platforms, data-scraping tools still in beta, and other tools that allow brands to quickly and definitively sift through the millions of fake influencers to find the few real ones.
An old but great photo, from one of the all-time most relaxing work moments.
This is a manatee trainer on Isla Mujeres. I spent an afternoon with her, feeding lettuce and melons to manatees. We created a fun little video which became my first Yahoo Travel feature. Amazing that it’s one of the only pieces still live after the Yahoo magazines shut down. (Albeit with broken images.)
Created The Playboy Scout – the brand’s first mobile content product. Identified content pillars and modified Playboy editorial voice for mobile distribution. Worked with VP Digital and the mobile division director to develop the product and launch it. The launch was successful enough to merit doubling the volume/frequency of original content, and pushing to an online page as well.
Created content for The Playboy Scout for three years – including sourcing photos and other assets.
For three years, Lena Katz served as staff travel correspondent for JustLuxe.com and additionally oversaw strategic content partnerships for the company. Secured ongoing content syndication partnerships with ABCNews.com, HuffingtonPost, The Daily Meal and Yahoo—amplifying content reach by up to 2000% (depending whether articles hit home page on partner sites).
Additionally, generated sponsor leads and collaborative partnerships with brands in travel, food and lifestyle verticals. Reworked Instagram feed and doubled followers/engagement in a 3-month stint of managing the channel.
Hired as a travel expert for Celebrations, Lena Katz ended up as a recurring expert for 1800FLOWERS wedding show I Do Over. Secured wedding packages (fee-based tradeout) and set up content partnerships (Web and email-based) between 1800FLOWERS/Celebrations, WEtv and brand partners such as the Bahamas.
Brand positioning, strategic partnerships and commercial business development are the three priorities for Variable Content’s consulting work with London-based art platform Artfinder. This exciting startup is a leading online marketplace for original art, looking to establish a US base in Miami.
In initial phase, introduced the brand to notable art community figures in the city, to hospitality and restaurant brands, national retailers and beverage partners.
Created a full-season program of ancillary content for the full WEtv slate interactive. Wrote and produced features, galleries and social content for My Fair Wedding, Downsized, I Do Over, Amsale Girls, Big Easy Brides, Braxton Family Values and I Do Over
Lena Katz has contributed to more than 20 national consumer publications including USA Today, Entrepreneur, South China Morning Post, Forbes, NBC News, Yahoo Travel, Monocle and Robb Report. She had a dating column in the LA Times, was a featured regular contributor to Brides Magazine and edited two LA books for Zagat. She contributes to travel trade publications for Northstar Media and travAlliancemedia.
Launched new AOL destinations product in 12 markets, was a key contributor to AOL Los Angeles (dining, shopping, entertainment verticals) and edited “City’s Best” annual feature in LA. (Contributing Editor)
As the founding editor of LAX Magazine, the official custom magazine for Los Angeles World Airports, created the mission statement and editorial guidelines for the magazine, as well as the site architecture and vertical content mandates. Created the template for event guide, dining section and front-of-book. Secured and wrote celebrity profiles. Oversaw freelance writers and photographers locally nad nationally. Worked directly with leadership and board at LAWA to ensure content standards and brand messaging compliance.