The co-production model in digital education is a powerful formula: one person brings the expertise, and the other handles the business side—marketing, tech, and strategic planning. But while this partnership can lead to lucrative results and scalable businesses, it all starts with one critical decision: choosing the right expert.
Co-producing a course with the wrong partner can waste time, money, and energy. On the other hand, choosing the right expert can launch a long-term collaboration that transforms both of your careers. In this article, you’ll learn exactly how to evaluate, select, and approach the ideal expert for a successful course co-production.
Why the Expert Matters So Much
In a co-production partnership, the expert is not just the person who appears on camera. They are the source of credibility, knowledge, and content quality. Their name, face, and experience are what make your course trustworthy.
A weak expert can damage your brand. A disengaged one can delay production. An unprofessional one can harm the student experience. That’s why identifying the right partner is one of the most strategic decisions a co-producer will make.
Characteristics of a Strong Course Expert
Let’s start by outlining what makes someone a good fit for a co-produced course.
1. Real-World Experience
The expert should have proven experience in their field. This doesn’t always mean academic credentials, but they should:
- Have practiced what they teach
- Be able to show results or case studies
- Speak with authority and confidence
- Be recognized (even locally) in their niche
You want someone who can bring stories, methods, and real-world lessons—not just theory.
2. Ability to Teach
Being an expert and being a good teacher are two very different things. A great course expert knows how to:
- Break complex topics into simple steps
- Explain ideas clearly, even to beginners
- Use analogies, examples, and case studies
- Engage students and motivate them
Before agreeing to co-produce, observe how the person communicates. Have they ever given workshops, Instagram lives, or webinars? That’s a good sign.
3. Enthusiasm and Commitment
Course creation is a long journey. The expert must be committed to:
- Recording lessons on time
- Reviewing feedback
- Being present in launch events
- Supporting students (when applicable)
Look for someone who is excited about sharing knowledge and understands this is not a quick task, but a professional product that takes effort.
4. A Personal Brand or Audience (Optional but Valuable)
It’s not mandatory, but if the expert already has:
- A podcast
- An Instagram or LinkedIn following
- A YouTube channel
- A blog
- A professional network
This makes your marketing job easier. You’ll have a warm audience to promote the course to, which reduces ad spend and builds trust faster.
5. Open to Collaboration and Feedback
Since co-production is a partnership, the expert should be:
- Willing to listen and accept guidance
- Flexible with scripts and outlines
- Open to suggestions on improving delivery
- Comfortable working with tools and schedules
If the person is rigid, overly sensitive to feedback, or avoids deadlines, this can create unnecessary conflict during the project.
Where to Find Potential Experts
You don’t always need to know the person in advance. Many successful co-production relationships start from a cold outreach. Here’s where you can find potential experts.
1. LinkedIn
Search for professionals with specific skills or job titles. Use filters to narrow by industry, years of experience, or location. Send a personalized message showing that you’ve followed their content and have a potential collaboration in mind.
2. Instagram and YouTube
Look for creators who are actively sharing tips or behind-the-scenes in their profession. Even if they don’t offer courses yet, they may be open to launching one if you bring a plan to the table.
3. Podcasts
Many niche podcasts feature experts who love to teach and have strong communication skills. Reach out to past guests with a clear offer for co-production.
4. In-Person Events and Communities
Workshops, conferences, and professional meetups are great places to meet experts. Engage with them genuinely—people are more likely to trust someone they’ve spoken to face-to-face.
5. Referrals
Ask your network: “Do you know anyone with deep expertise in [topic] who might be interested in launching a course?” Personal recommendations carry more weight and reduce the risk of misalignment.
How to Evaluate a Potential Expert
Before making a formal proposal, do your homework. Evaluate the expert from different angles to ensure you’re not just impressed by charisma, but by substance and reliability.
1. Consume Their Content
Watch their videos, read their posts, and study their communication style. Are they clear? Engaging? Knowledgeable? Can you imagine them explaining a full course worth of material?
2. Schedule an Alignment Call
Have a video call to discuss:
- Their vision for a potential course
- Their availability and bandwidth
- Their teaching experience
- Their motivation to co-produce
Pay attention to their tone, attitude, and energy. Are they excited? Hesitant? Distracted? These are early indicators of what working together will be like.
3. Ask About Past Projects
Have they ever:
- Created content before (blogs, videos)?
- Spoken at events or taught internally?
- Been part of a digital product?
Even if they’ve never done a course, some background in teaching or content creation is a good sign.
4. Test Commitment with a Small Project
Before agreeing to a full course, consider co-creating a:
- Free live class
- Short webinar
- Mini-course (1–2 lessons)
This will show you how they work under pressure, how they handle feedback, and whether your working styles align.
Structuring the Co-Production Deal
If the expert seems like a good fit, the next step is to define how the partnership will work. This avoids misunderstandings later on.
1. Define Roles Clearly
- The expert: responsible for content creation and subject knowledge
- The co-producer: responsible for strategy, marketing, platform, support
Make sure the expert understands the scope and appreciates the value you bring. This is a true partnership—not outsourcing.
2. Set Deadlines and Communication Channels
Use a shared calendar or Trello board. Schedule check-in calls or weekly updates. Decide how you’ll handle:
- Missed deadlines
- Script approvals
- Launch prep
Clarity now saves stress later.
3. Discuss Revenue Share Early
Don’t delay this conversation. Be transparent about:
- How the revenue will be split (e.g., 50/50 or 60/40)
- Who covers expenses (ads, platforms, tools)
- When and how payments will be made
- What happens if one party leaves the project
Always use a written agreement. Even informal projects benefit from basic documentation of responsibilities and profit distribution.
Red Flags to Avoid
Choosing the wrong expert can lead to failed launches, broken partnerships, or even legal issues. Watch out for these warning signs.
1. Overpromising Without Proof
If someone claims to be an expert but can’t provide examples, testimonials, or work history, that’s a concern.
2. Lack of Time or Availability
If the person is already overwhelmed with work and reluctant to commit to deadlines, it may not be the right time for them to co-produce.
3. Resistance to Planning or Feedback
If the expert avoids structure or insists on doing everything their own way, you may struggle to manage the project effectively.
4. Unclear Motivation
Some people like the idea of “having a course” but aren’t committed to the process. Look for partners who are serious about sharing knowledge and building something meaningful.
Building a Long-Term Relationship
When you find the right expert, don’t treat it as a one-time deal. Co-producers who build long-term partnerships often enjoy:
- Multiple launches and products
- Joint ventures in other areas
- Shared audiences and credibility
- Smoother workflows from experience
Nurture the relationship like a business alliance. Celebrate wins together. Handle challenges with professionalism. And always look for ways to grow as a team.
Final Thoughts: Choose Wisely, Build Intentionally
The co-production model holds huge potential—but only if built on the right foundation. That foundation starts with the expert you choose.
Don’t rush the process. Do your research. Test the waters. Communicate clearly. And above all, look for someone who is not only talented, but also committed, collaborative, and aligned with your goals.
A great expert won’t just help you create a great course. They’ll help you build a brand, a business, and a reputation as a co-producer who delivers real results.