More people than ever are using the internet for increasing amounts of time each day, but reaching those people with organic content alone is becoming harder. Paid content is increasingly a vital part of the content marketing mix, even for those with small budgets.

This one-day workshop gives you the essentials you need to know to get results from paid-content whatever the size of your spend.

What you’ll learn

Paid content essentials

We’ll look at the digital landscape and why paid content is increasingly a vital part of your social media and online campaign plans.

Budgeting for paid content campaigns

We’ll look at how to set the budget for your paid content whether you’re looking for online reach and engagement, to drive traffic through to a web page, get bookings on an event, increase sign-ups to your mailing list, and

The key places you can place ads online

We’ll look at the key places you can place ads online and how to understand which social network or other place is best for you – YouTube, Spotify, Tik-Tok, LinkedIn, via Amazon and more.

Facebook Ads and Instagram

A deeper dive into Facebook Ads and how they work with instagram. We’ll look at targeting and remarketing, creative and copywriting, and what you need to know about being set up to place ads about public sector topics and run them along with organic content for best results. We’ll also look at some effective examples of Facebook Ads to learn what makes great creative and copy.

Google Ads

A deeper dive into Google Ads and they can help you. We’ll look at getting set up right, and you’ll get all you need to know about targeting keywords. We’ll look at the extra tools you can use around a Google Ad for a winning formula, effective copywriting, and why all this is so important now zero-click search is here.

Creating landing pages

Great landing pages make a huge difference to the performance and success of your online ads so we’ll look at strategies for creating cracking copy, adding video content, using social proof, and understanding audience mindset to supercharge your success.

Evaluating and getting insights

As with organic content there is a wealth of data available about the performance of your paid content – we’ll look at what you need to pay attention to, and how to draw a story out from the data you’re seeing.

Who’s this aimed at?

  • Perfect for public and third sector organisations, education, health, blue light services, and those working in businesses which do social good.
  • Heads of comms and managers who need a strategic view of how organic and paid content work together, and how to budget for paid content
  • Communicators and marketeers who use social media on a day-to-day basis and may include paid content in their campaigns or content plans
  • People from across the organisation who may have budget for campaigns, or be looking to use social media.

Who’s your trainer?

Sarah Lay is a content and experience strategist with 20 years experience of delivering digital communications and transformation across the public and private sector.

She was among the first in the UK public sector to use social media and has delivered sector-leading digital projects for councils and High Street brands. Recently she has teamed up with award-winning communicator Dan Slee to deliver the Vital Facebook Skills workshop across the country.

An experienced trainer she has worked with Nottinghamshire County Council, Boots UK, NHS Providers, universities, and trade associations as well as extensively across the music industry including leading on marketing and PR for her own label, Reckless Yes.

What you’ll need

A web-enabled device. Access to your own or your organisation’s social media may be helpful but is not essential on the day.


Please check back for dates for this course – or drop me an email to be notified when this runs in your preferred area.

Background image: “Random pics 005” by How I See Life is licensed under CC BY-ND 2.0