Tonner Jackson: Course Studio Created $320M+ in Equity For Their Content Creators…Here's How

It’s happening…creators are claiming the upper hand in their businesses.

They’re shifting from rented media – platforms like YouTube and TikTok – into owned media. Public platforms still serve a purpose, but creators are discovering the profitability and long-term potential that membership access spaces offer.

If you’re intrigued but not sure how to dip your toes into these uncharted waters, then this episode is for you. 

Matt Estes and Tonner Jackson, CEO of Course Studio, discuss the creator COO category and the evolution of the courses market. They explore the importance of owned media and the rise of creator operator types. They also delve into the challenges of driving transformation in courses and the balance between community and coaching. 

The conversation highlights the potential of combining courses and memberships and the need to keep costs low in owned media. They wrap up with advice for creators taking their first steps in owned media.

Listen as we explore: How to turn creator personalities into big media brands, the different purposes of rented media and owned media, and combining course content with community experiences to transform the learning experience

Here are the key takeaways from our conversation with Tonner:

Making a Profitable Start in Course Creation:

Tonner gives a crash course in courses for creators who want to shift into owned media. His top tips: keep costs low and validate ideas before making a major investment. He recommends starting with an inexpensive live product to gauge interest and gather feedback. Then, you can explore the possibility of a full-fledged course.

The Purposes of Rented Media and Owned Media:

First things first – what are the different types of media? Rented media is intermediated by a platform and an algorithm, like YouTube or TikTok. On the other hand, owned media is an audience a creator has more control over, like an email list or RSS feed. There are pros and cons to each type, but the gist is: use rented media for audience discovery and owned media for audience retention and monetization.

Combing Course Content with Community Experiences:

Data shows educational communities drive better outcomes and provide timely feedback, but curating these spaces can be a major drain on a creator’s time. Tonner advises that creators be intentional about the commitments they make to communities, balancing the benefits of the format with their own investment of time.

Jump into the Conversation:

[05:00] Addressing Creators’ Resistance to Selling

[10:12] How Category and Audience Contribute to Profitability Potential

[18:23] Rented Vs. Owned Media

[26:28] The Strategic Value of a Creator COO in Owned Media

[32:17] The Evolution of the Courses Market

[38:08] Balancing Community and Coaching in Courses

[42:57] Driving Repeat Purchases in Courses

[47:24] Combining Courses and Memberships

[54:43] Keeping Costs Low in Owned Media

[57:33] The Role of a Creator COO

[01:03:42] Taking the First Step in Owned Media

Continue the conversation with these resources:

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