In today’s fast-growing digital economy, online education is no longer a trend—it’s a thriving industry. Experts, educators, and professionals around the globe are transforming their knowledge into digital courses that reach thousands, if not millions, of learners. But creating a successful online course isn’t as simple as having expertise. It requires marketing, branding, video production, sales funnels, email sequences, and more. That’s where course co-production comes in.
If you’re someone who has marketing skills, tech knowledge, or even just a deep interest in the online education space, course co-production could be your gateway to building a profitable business without needing to be the expert yourself. So what exactly is co-production, and why should you care? Let’s break it down.
Understanding Course Co-Production
Course co-production refers to a business arrangement where two or more parties collaborate to create, launch, and monetize an online course. Typically, one party brings content expertise (the teacher, coach, or subject-matter expert), while the other brings production and business expertise—which can include marketing, project management, platform setup, and revenue generation.
Think of it as the “film producer” model: the star may be the actor (or in this case, the course instructor), but without the producer coordinating the budget, crew, and distribution, there is no movie.
Common Roles in a Co-Production
Depending on the project, co-producers might handle:
- Course structure and design
- Video recording and editing
- Landing page and sales funnel creation
- Marketing strategy and execution
- Email marketing and automation
- Customer support and refunds
- Financial planning and pricing strategy
This division of responsibilities allows each partner to focus on their strengths.
Why Course Co-Production Is Booming
1. Demand for Online Learning Is Exploding
The global e-learning market is projected to exceed $350 billion by 2030. People are constantly looking for ways to upskill, pivot careers, or explore hobbies. This presents a golden opportunity for both content creators and savvy co-producers.
2. Experts Need Help with Marketing
Most experts in a field don’t know how to market themselves effectively online. They might have incredible value to share but lack the time, energy, or know-how to reach a wide audience. That’s where a co-producer becomes indispensable.
3. Low Barrier to Entry
You don’t need to be a celebrity or have a huge budget to start co-producing courses. With the right tools and a good partner, you can start small and scale quickly. Even a simple mini-course can bring in thousands of dollars if marketed properly.
4. Recurring Revenue Potential
Once the course is built and launched, it can continue to generate income for months or even years with minimal ongoing work—especially if you set it up as an evergreen offer or part of a membership.
What You Need to Get Started
1. A Clear Value Proposition
Before reaching out to potential partners, you need to understand what YOU bring to the table. Do you have:
- Marketing skills?
- A network or audience?
- Experience with platforms like Kajabi, Thinkific, or Teachable?
- Ad skills (Google, Facebook, Instagram)?
- Funnel building or copywriting knowledge?
Define your strengths and how they solve problems for course creators.
2. A Simple Portfolio or Case Study
Even if you’re just starting, create a simple document or one-page site that explains what you do and how you can help. If you haven’t yet co-produced a course, offer to help someone for free or a small share in exchange for a testimonial and a case study.
3. A Good Collaboration Style
Soft skills matter. Co-producing is all about partnership. You need to communicate clearly, resolve conflicts professionally, and stick to your commitments. Mutual respect and transparency are essential.
How Revenue Is Usually Shared
There’s no one-size-fits-all model, but here are common revenue split examples:
- 50/50: Both partners contribute equally in value (e.g., expert + marketing pro).
- 60/40 or 70/30: When one party handles most of the work, they may receive a larger share.
- Flat fee + bonus: In some cases, the co-producer is paid a flat amount upfront plus a smaller share of sales.
Always have a clear agreement in writing before starting any project.
Benefits of Being a Course Co-Producer
1. You Build a Scalable Business
Unlike freelancing or hourly consulting, co-production allows you to build equity in digital assets that generate recurring income. You’re not just selling time; you’re building products.
2. You Gain Industry Experience
You’ll learn about a wide range of niches, tools, and strategies. Each new project builds your reputation and portfolio, opening up more high-level partnerships.
3. You’re Not Alone
Launching something on your own can be overwhelming. In co-production, responsibilities are shared, and wins are celebrated as a team. This makes the journey more enjoyable and sustainable.
4. You Expand Your Network
Every collaboration brings you into contact with other experts, audiences, and potential partners. Over time, your name becomes associated with quality results, and opportunities start coming to you.
Challenges to Watch Out For
- Mismatched expectations: Clarify roles and deliverables early.
- Lack of trust: Work with people who have a good reputation or come recommended.
- Uneven effort: Ensure both parties are pulling their weight, or resentment will build.
- Revenue disputes: Use tools like Stripe Connect or PayPal for transparent payments.
Examples of Co-Production in Action
- A fitness coach partners with a video editor and launches a 30-day transformation course that brings in $20,000 in the first month.
- A language teacher teams up with a marketer and turns her 1:1 lessons into an evergreen course that sells globally.
- A productivity YouTuber hires a course co-producer to help him structure and launch his first paid product—resulting in over 1,500 enrollments in 3 months.
These are real-world examples of what’s possible when expertise and execution combine.
Final Thoughts: Why You Should Care
Course co-production isn’t just a trend—it’s an opportunity to build a digital business that’s flexible, scalable, and aligned with your skills. Whether you’re a marketer, designer, writer, strategist, or simply passionate about helping others teach, there’s a place for you in this space.
It’s one of the few business models that allows you to create real value, earn recurring revenue, and build long-term partnerships—without needing to be the face of the brand.
So if you’re looking for a way to break into the booming world of online education, co-production could be your smartest first step.