The digital education market is booming, and course co-production has emerged as a powerful way to enter the industry without creating content from scratch. But what exactly is course co-production, and how can you get started? In this article, we’ll explore the fundamentals, the benefits, and the steps to launching your first co-production project.
What is Course Co-Production?
Course co-production is a partnership between two or more individuals where they collaborate to create, market, and sell an online course. Typically, the roles in a co-production partnership include:
- The Content Creator (Producer) – The person who provides the course content, such as an expert, coach, or educator.
- The Co-Producer – The person responsible for marketing, sales, technical aspects, and scaling the course.
Co-producers often handle elements like landing page creation, ad management, email marketing, customer support, and course platform setup. This allows the producer to focus on content delivery while the co-producer ensures the course reaches a larger audience.
Why Choose Course Co-Production?
If you’re interested in the digital course business but don’t want to create content, course co-production offers several advantages:
1. No Need to Be an Expert in a Specific Field
Unlike course creators, co-producers don’t need expertise in the course topic. Instead, they leverage their marketing and business skills to make the course successful.
2. Shared Responsibilities & Lower Risk
Course creation can be expensive and time-consuming. In a co-production model, the workload is shared, and risks are minimized since the financial investment is usually split.
3. Higher Earning Potential
Co-producers often negotiate revenue-sharing agreements. If a course performs well, the returns can be significant, sometimes even higher than what a single creator would earn alone.
4. Leverage Pre-Existing Audiences
A co-producer can bring marketing expertise and access to paid advertising strategies, while the course creator might already have an audience. This synergy boosts course enrollments.
How to Get Started with Course Co-Production
Step 1: Choose Your Role and Strengths
Before diving into course co-production, assess your strengths. If you’re skilled in marketing, sales funnels, paid traffic, or automation, you can position yourself as a valuable co-producer.
Step 2: Find the Right Course Creator
Look for experts, influencers, coaches, or professionals who have valuable knowledge but lack marketing experience. You can find potential partners by:
- Networking on LinkedIn and Facebook Groups
- Engaging with online communities in your niche
- Reaching out to educators on YouTube or Instagram
- Checking platforms like Udemy and Teachable for rising course creators
Step 3: Validate the Course Idea
Before committing, analyze whether the course has market demand. Research through:
- Google Trends
- Keyword research tools (Ahrefs, SEMrush)
- Competitor analysis on Udemy, Coursera, and Hotmart
- Polls and surveys in niche communities
Step 4: Define Clear Roles and Revenue Sharing
It’s crucial to establish expectations early. Discuss:
- Revenue-sharing percentages (typically 50/50, 60/40, or case-based)
- Who handles customer support and student inquiries
- Budget allocation for ads and tools
- Contract terms and partnership duration
Step 5: Set Up the Technical Infrastructure
A successful course needs the right tools. As a co-producer, you’ll likely be responsible for:
- Course Hosting Platforms: Kajabi, Teachable, Thinkific, Hotmart
- Sales Funnel Tools: ClickFunnels, LeadPages
- Payment Processing: Stripe, PayPal
- Email Marketing Software: ActiveCampaign, ConvertKit
- Ad Platforms: Facebook Ads, Google Ads, YouTube Ads
Step 6: Build a High-Converting Sales Funnel
Your goal as a co-producer is to drive sales. A well-structured funnel includes:
- A compelling landing page – Highlight the course benefits, testimonials, and bonuses.
- Lead magnet – Offer free value (e.g., a PDF, webinar, or mini-course) in exchange for emails.
- Email nurture sequence – Build trust with potential students.
- Sales video or webinar – Explain the course value, provide case studies, and include a strong CTA.
- Checkout process optimization – Ensure easy payment options and minimize cart abandonment.
Step 7: Launch and Promote the Course
Once the course is ready, start promoting through:
- Paid ads (Facebook, Instagram, YouTube, Google)
- Organic traffic (SEO-optimized blog posts, YouTube content)
- Affiliate marketing (Recruit influencers and partners to promote the course)
- Email marketing campaigns
- Webinars and live Q&A sessions
Step 8: Track Performance and Optimize
Monitor sales, conversion rates, and student engagement. Use tools like Google Analytics, Facebook Pixel, and A/B testing to improve marketing strategies.
Step 9: Upsell and Retarget
To maximize revenue, offer:
- Upsells (Advanced coaching, 1-on-1 mentoring, additional courses)
- Retargeting campaigns (Re-engage visitors who didn’t purchase initially)
- Referral programs (Encourage students to invite others)
Common Mistakes to Avoid in Course Co-Production
1. Poor Communication with the Course Creator
Misunderstandings about responsibilities can cause friction. Always establish clear expectations upfront.
2. Not Testing the Course Content
Ensure the course delivers value. If students find it low quality, refunds and negative reviews can damage its reputation.
3. Ignoring Customer Support
Handling student inquiries effectively increases satisfaction and retention rates.
4. Underestimating Marketing Costs
Budget enough for advertising and sales efforts. Many co-producers fail due to insufficient marketing investment.
5. Choosing the Wrong Partner
If the course creator lacks credibility or doesn’t engage in the process, your efforts might not pay off. Always vet potential partners carefully.
Is Course Co-Production Right for You?
If you have marketing skills, a growth mindset, and a passion for online education, course co-production can be an excellent business opportunity. Unlike creating your own course, you don’t need to be an expert in a subject—just a skilled strategist who can bring the right product to the right audience.
By following the steps outlined in this article, you’ll be well on your way to building a profitable course co-production business.