Online course creation platforms like Teachable or Udemy, and now newer entrants such as Squarespace Courses, make it easier than ever to build and sell digital products. But with this ease comes market saturation. To differentiate, course creators must prioritize authenticity and quality.

Understanding the Online Course Economy

Online course creation owes its rapid rise to the ease of creating and distributing digital products and the pandemic. For many, the business model’s allure rests on the promise of passive income, meaning once content is created it can continue to generate revenue with minimal upkeep. But the gold rush has its pitfalls:

  • Oversaturation: The ease of online course creation has led to a market flooded with options, making it hard for quality content to stand out in a crowded marketplace.

  • Questionable authenticity: There’s a concern about the originality and depth of content. Many “creators” repackage widely available information, brand it as unique insights, and sell it at premium prices.

  • Marketing over mastery: Often, the success of a course leans heavily on a creator’s marketing prowess, rather than the substance and quality of content.

  • Lack of accountability: Many digital courses don’t come with guarantees. If a course falls short, customers may have little recourse when engaging with independent providers.

However, like any other industry, the world of online courses operates on a spectrum of quality. For every questionable course, there’s a passionate educator or genuine expert offering rich, in-depth content that can truly transform lives.

The Need for Authenticity and Value

To rise above the mediocre and establish a genuine connection with customers, course creators must prioritize authenticity and reflect on the real value they bring to the table. In an age where information is abundant, what truly differentiates one course from another is the unique perspective and actionable insights the creator can provide.

Instructors who are genuinely passionate about their subject and devoted to teaching will produce content that resonates more deeply with their audience. For those contemplating creating a course, here are some points to ponder:

  • Unique value proposition: Ensure your course offers something that isn’t easily accessible elsewhere. Dive deep, go beyond the surface, and give your audience actionable steps backed by your personal experiences.

  • Build trust: Before asking someone to buy your course, share valuable content, engage with your potential audience, and showcase your credibility.

  • Avoid overpromising: Manage expectations. Be honest about what your course can deliver and the results customers or students can anticipate.

  • Continuous learning and updates: Authentic course creators continually learn and evolve, often updating their courses with the latest information, strategies, or techniques.

  • Openness to feedback: Rather than perceiving feedback as criticism, genuine educators welcome it as an opportunity to improve and better serve their students.

Authenticity should not just be a buzzword but a core principle. While marketing is key to getting your course noticed, it should never eclipse the importance of genuine content. In a world cluttered with “quick fixes,” courses that offer depth, continuous learning opportunities, and real expertise will naturally shine brighter.

Balancing Technical and Pedagogical Skills

Creating a top-notch online course requires a balance between technical and pedagogical skills. Depending on a course’s complexity, assembling a team with diverse skills might be beneficial.

Pedagogical Skills

  • How people learn: Understand the learning dynamics tailored to your audience.

  • Curriculum design: Define the content and set desired learning outcomes.

  • Instructional design: Plan out teaching strategies and methods.

  • Community building: Foster connections among students, using tools like discussion forums or collaborative projects.

Technical Skills

  • Platform management: Navigate and optimize your chosen course platform or learning management system (LMS).

  • Content creation: Build engaging multimedia elements, from videos to animations and quizzes.

  • Data analysis: Track student progress and adapt your course based on insights.

  • Marketing: Boost your course’s visibility through SEO, social media, and other digital marketing strategies.

Teaching skills ensure your course genuinely educates, while technical skills ensure a professional delivery and presentation. Balancing both is important—an insightful curriculum can be overshadowed by poor presentation, and vice versa.

How to Create an Online Course Step-by-Step

If you have true expertise in a subject and want to share your knowledge, creating a course can be a rewarding endeavor. How to make an online course? We’ve helped clients build courses, virtual summits, membership and certification programs, and more—here’s a structured step-by-step approach to building a compelling and effective digital program.

  • Before anything else, you need to understand what your course will cover and who it’s for. With countless courses available, how will your offer stand out? The key is differentiation. This can be achieved by identifying niche subjects that might cater to a more specific, and possibly underserved, audience.

    • Define your target audience: Determine the demographics, interests, and needs of your potential students. This will guide course content and delivery methods.

    • Choose a relevant topic: Identify gaps in the market and align them with your expertise. Select a subject that you’re passionate about and knowledgeable in. Many training courses target professionals seeking to up-skill, but there is potential to create courses for hobbyists, enthusiasts, or those looking to learn something new outside of their profession. Ensure there’s demand by conducting market research.

    • Differentiate: Identify and cater to a unique niche, perhaps something like “Vegan Nutrition for Athletes” instead of “Nutrition 101.” Your unique selling proposition (USP) could be your personal expertise, exclusive resources, or an innovative teaching method. Whatever it is, it should resonate with your target audience and be prominently highlighted in your course marketing materials.

    • Determine course goals: Define what students should be able to achieve by the end of the course.

    • Break down goals into objectives: Create specific, measurable outcomes for each module or lesson.

  • This deals with the overall structure and delivery method for the course. We place this step before content creation because the capabilities and limitations of your course platform can influence how you create your content. For instance, if a platform excels in video delivery but has limited capabilities for interactive elements, that will guide your content creation.

    Will the course be a series of videos, written content, webinars, or a combination? Will it be self-paced or will you offer live sessions? Will there be assignments or tests?

    • User experience: An intuitively designed course with clear navigation, bookmarks, and progress tracking enhances student experience.

    • Organize content into modules: Break your course into logical chunks or modules. Each module should address specific objectives.

    • Sequence your content: Arrange modules in a progressive manner, ensuring earlier modules lay the foundation for subsequent ones.

    • Decide on content types: Will you use videos, text, infographics, quizzes, or interactive simulations? A mix can cater to different learning styles.

    • Select a platform: Platforms like Udemy, Teachable, Kajabi and Thinkific are popular, and some website builders like Squarespace now include course functionality. You might also want to use tools such as Zoom for live sessions, Typeform for quizzes, or Trello for project management.

    • Improve accessibility: Make your course accessible to people with disabilities by creating content that’s compatible with screen readers, providing subtitles, etc.

  • Once you know how you’re going to deliver it, you can start creating the content. Authenticity matters—instead of repackaging readily available information, course creators should draw from personal experiences, insights, and expertise. Genuine content not only establishes credibility but also fosters deeper connections with students, increasing engagement and course completion rates. Diverse multimedia elements will cater to various learning styles.

    • Script your lessons: Write scripts for videos or presentations. This ensures clarity and keeps content on track.

    • Record high-quality videos: Ensure good lighting, clear audio, and professional presentation.

    • Add interactivity: Incorporate quizzes, assignments, or visual aids to engage learners. Everyone learns differently and successful courses will offer varied teaching methods.

    • Develop policies: Offer a reasonable refund policy. Genuine courses will typically offer this because they believe in the value they provide.

    • Embrace technology: As technology evolves, you might incorporate tools like augmented reality, virtual reality, and AI to enhance the learning experience.

  • A successful online course isn’t just about the content, it’s also about presentation and user experience. You want the course presentation to be polished and error-free. Presentation flaws can give an overall impression of subpar quality, so set aside time for an in-depth QA review of your course before launch.

    Start with these basic quality standards:

    • No typos or grammatical errors.

    • Consistent language use and flow.

    • Properly linked online readings and resources.

    • External links open in new windows.

    • Consistent fonts for content and headings, with headings clearly indicating hierarchy.

    • Included resources are up-to-date.

    A proper quality review can take quite a bit of time. And when multiple people are involved on a project—writers, videographers, designers, and editors—it can lead to inconsistencies. Plan for a dedicated, focused review in your launch timeline.

    If you’re a DIY course creator, it’s wise to hire an external QA reviewer to test the course start-to-finish. A new perspective can spot inconsistencies or gaps you might have missed. While you know your subject well, a professional reviewer brings valuable instructional design insight, user experience best practices, and a fresh learner’s perspective. And of course, they’ll check that links, videos, and quizzes work as expected, and catch any grammar or phrasing issues.

  • This step is about ensuring students are engaged and testing their understanding. Beyond the course content, fostering a community can positively impact a student’s educational journey. Communities can also act as feedback loops, aiding in course improvement.

    • Consider forums or groups: Providing platforms where students can discuss, ask questions, and share experiences can enhance the value of a course. Tools like Slack or Discord can be used to foster community discussions.

    • Design assessments: Create quizzes, tests, or projects that align with your objectives.

    • Provide feedback mechanisms: Allow participants to ask questions or submit assignments for review. Monthly webinars or live Q&A sessions can keep a community engaged and offer additional value.

  • Once you’re confident in your content and its delivery, you can look into monetization strategies. Determining the right price point and pricing model is critical. Creators should align pricing with the perceived value and target audience.

    • Research competitor pricing: Understand market rates for similar courses.

    • Consider different pricing models: One-time fees, subscriptions, or tiered pricing can cater to different audiences. You can bundle multiple courses together at a discounted rate. Or upsell advanced modules or one-on-one mentorship sessions for an added fee.

    • Offer free previews or samples: Quality courses often provide a free lesson or a preview.

    • Set up payment gateways: You’ll use platforms like Stripe, PayPal, or others compatible with your platform.

  • To generate revenue, promotion is essential. When launching your course, marketing that is grounded in genuine testimonials and value propositions can help elevate the course’s visibility.

    Customize your course landing page: This is your sales page. Highlight benefits, course content, and testimonials. Be clear on any prerequisite knowledge needed and who the material will best serve.

    Engage in content marketing: If you are already an expert in your field, you might have website SEO strategies in place. If needed, high-quality content, webinars, or free resources can position you as an authority in your domain and bring organic traffic.

    Build an email list: Offering your free content or webinars in exchange for email subscriptions can become a primary marketing tool. Learn more about how to get started with email marketing and growing your list.

    Leverage social media: Use social media marketing to share content, testimonials, and teasers on platforms where your target audience hangs out.

    Explore paid ads: Targeted PPC ads on platforms like Google or Facebook can help you reach a broader audience.

    Consider affiliate marketing: Collaborate with influencers or experts in your field to promote your course.

  • Lastly, based on feedback and results, you’ll refine and improve the course. For consumers, the purchase of a course is where the journey begins. Maintaining an ongoing relationship with students is key for sustained success. By offering after-sales support, you can ensure customers derive maximum value from their purchase.

    • Conduct surveys: Gather feedback to understand what students liked or disliked.

    • Monitor course analytics: Track key performance indicators, identify drop-off points, popular modules, and areas for improvement.

    • Iterate and update: Make necessary changes based on feedback to improve the course over time. Regular updates reflecting industry changes ensure your course remains relevant and valuable. With these updates, remember the quality review step.

Concluding Thoughts

In the world of online course creation, genuine value and authenticity are your strongest allies. As competition grows, these principles can guide you in establishing a unique space. However quality and authenticity are not just the responsibility of course creators, but also the platforms that host courses, affiliates, and marketers associated with them. And consumers need to practice due diligence before enrolling in a course—looking into the background of the course creator, seeking genuine reviews, sampling content, and trusting their instincts.

While challenges persist in the industry, so do opportunities. By focusing on authenticity, value, and community, course creators can thrive in the competitive landscape and make lasting positive impacts. Building a successful course requires a blend of subject matter expertise, teaching acumen, technical skills, and marketing savvy. With the right approach, you can build a course that delivers genuine value to your customers and solidifies your reputation as an authority in your field.

Contemplating a course?

Learn more about digital marketing strategies to succeed.