The online course industry has grown significantly in recent years, with digital education becoming a booming business. Many experts and entrepreneurs see the potential in launching their own courses but may lack the skills or resources to handle everything alone. This is where course co-production comes into play.
If you’re interested in the e-learning market but don’t want to create a course from scratch by yourself, co-production can be an excellent opportunity. In this article, we’ll explore what course co-production is, how it works, and the key benefits of this business model.
What is Course Co-Production?
Course co-production is a partnership between two or more individuals or companies to create and sell an online course. Each party brings different skills, expertise, and resources to the table. Typically, co-production involves two main roles:
1. The Subject Matter Expert (SME) – This is the person who provides the knowledge and content for the course. They are responsible for the educational material, such as video lessons, PDFs, worksheets, and other instructional components.
2. The Co-Producer (or Business Partner) – This person handles the marketing, sales, technology, and logistics of selling the course. Their role can include managing the website, running ads, creating sales funnels, and handling customer support.
Together, these two parties create a win-win partnership where the expert focuses on delivering valuable content while the co-producer ensures the course reaches the right audience and generates revenue.
The co-production process typically follows these steps:
How Does Course Co-Production Work?
1. Finding the Right Partner
Successful co-production starts with finding a compatible partner. The subject matter expert should look for a co-producer with strong marketing and business skills, while the co-producer should seek experts with valuable knowledge in a high-demand niche.
Common ways to find partners include:
• Networking at industry events and online forums
• Social media groups related to course creation and digital marketing
• Freelance platforms like Upwork or Fiverr
• Direct outreach to influencers, coaches, or consultants who may need a co-producer
2. Defining Roles and Responsibilities
Once the partnership is formed, it’s crucial to establish clear roles and expectations. A contract or agreement should outline:
• Content creation responsibilities (who writes scripts, records videos, and edits materials)
• Marketing and sales tasks (who manages social media, paid ads, and email marketing)
• Revenue-sharing model (how profits will be divided)
• Timelines and deadlines (when the course should be completed and launched)
3. Course Creation and Production
The expert begins developing the course content while the co-producer assists with structuring it into an engaging format. This may involve:
• Recording and editing video lessons
• Designing workbooks, quizzes, and assignments
• Creating a visually appealing course platform (e.g., on Teachable, Kajabi, or Hotmart)
4. Pre-Launch Marketing
Before the course officially launches, the co-producer plays a critical role in building an audience and generating interest. Strategies include:
• Building an email list with a lead magnet
• Running social media campaigns to engage potential students
• Hosting live webinars or free workshops to showcase the course value
• Setting up a sales page with persuasive copywriting
5. Launching the Course
When the course is ready, the co-producer executes the launch strategy, which may involve:
• A big launch event with discounts and bonuses for early buyers
• Affiliate partnerships to get influencers and bloggers to promote the course
• Paid advertising on platforms like Facebook, Instagram, and Google
6. Post-Launch Optimization
After the initial launch, both partners should analyze results and optimize the sales process. This may include:
• Gathering student feedback and making improvements
• Testing different pricing strategies
• Scaling marketing efforts with advanced tactics like automation and upsells
Benefits of Course Co-Production
Co-producing an online course offers numerous advantages for both parties:
For the Subject Matter Expert:
✅ Focus on Teaching – No need to worry about marketing, sales, or technology.
✅ Increased Revenue Potential – With a strong marketing partner, the course can reach a larger audience.
✅ Faster Course Launch – A co-producer helps handle logistics, speeding up the launch process.
For the Co-Producer:
✅ No Need for Subject Expertise – You don’t need to be an expert in a topic to create a successful course.
✅ Scalability – Once a system is in place, co-producers can work with multiple experts on different courses.
✅ Passive Income Potential – If the course is evergreen, it can generate revenue long-term.
Is Course Co-Production Right for You?
If you are a subject matter expert, co-production allows you to monetize your knowledge without worrying about the business side. If you are a marketer or entrepreneur, co-production gives you an opportunity to earn from online education without having to create content yourself.
Whether you choose to be a producer or a co-producer, this business model has the potential to be highly profitable when done correctly. The key is to find the right partner, define clear expectations, and execute a strong marketing strategy.