The Point-of-Care Ultrasound (POCUS) Certification Academy™ offers globally recognized certifications for healthcare providers to independently validate their POCUS knowledge, application, and proficiency. As a startup with a limited budget, the POCUS Certification Academy wanted to foster brand awareness and begin building a community without spending excessive advertising dollars.

The challenge was to enhance the POCUS Certification Academy's online presence with a low-cost method of reaching its audience. We proved that blogging was the best method for them to achieve their goals, increase awareness, drive conversions, and boost their SEO.

We developed a strategy for reaching the association's target audience by creating weekly blogs that are informative, relevant, and helpful. The blogs positioned the POCUS Certification Academy as a place for the healthcare community to obtain insights on medical advancements, impacts on patient care, and other relevant content resources.

We created an editorial calendar crafted to address vital themes in medicine and developed unique stories to express the benefits of using POCUS. Additionally, we strategically placed backlinks to other relevant online information within each blog to provide further supportive data. This also enhanced our SEO efforts, allowing search engines to rank the blog higher due to related keywords.

We integrated this blogging strategy with the organization’s social media strategy to provide engaging content to build its audience and develop a substantial online following. Blog, email, and social media followers began to receive information and news about POCUS regularly, which helped improve SEO by frequently pulling keywords related to the benefits of incorporating POCUS in a physician’s daily practice and how to become POCUS certified. The blog became a new tool to create a community of learners while supporting students and professionals in exploratory teachings about POCUS. As a result, our blogging strategy led readers into the funnel to convert them into long-term association community members.