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Udemy Online Course Development - Video Production and Course Promotion
- 1. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 1 How to Produce eLearning Programs Udemy Course Development
- 2. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 2 Tech Media Marketing Expert Lawrence Harte LHarte@LawrenceHarte.com Twitter: @LJHarte linkedin.com/in/lharte Tech Media Marketing Expert Specializing in Inbound Marketing for TV Tech, Wireless, and Digital Media. - Author 112+ Tech and Business Books - Publisher of TV and Marketing Magazines - Co-Founder of Digital Marketing for Business - Organizer – Video Production & Marketing Meetup Group - Founder QIC Learning Marketing School Key Clients – Google, Samsung, Nokia, HTC, Centurylink, and others. ***
- 3. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 3 Udemy Platform Learning Management System (LMS) Online Training Marketplace Course Approvals Revenue Sharing
- 4. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 4 Online Course Objectives Publicity Credibility List Building Influence Revenue - Product Sales - Course Sales
- 5. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 5 Course Planning Topic Description Outline Storyboard - Formats Develop - Research - Write Script Record Edit Polishing Submission Promotion
- 6. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 6 Competitive Analysis Titles Descriptions Outlines Prices Number of Students Reviews Date Released Author Bio Other - Books - White Papers
- 7. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 7 Udemy Course Worksheet Title Project Code Objectives Plan Contacts Student Profiles Outline Descriptions Media Items Resources URLs
- 8. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 8 Course Development Task List Activity Name Priority Responsibility Date(s) Status Notes
- 9. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 9 Question List Student Objectives Question Sources: - Students - Experts Question Answers Related Resources Discovery Promotion
- 10. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 10 Course Production Description Outline: - Sessions - Lessons Writing Media List Scripting Recording Editing Reviews Final Updates
- 11. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 11 Equipment and Software Digital Camera Microphone Lighting Teleprompter Video Editing Software Audio Software
- 12. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 12 Course Content Dynamic & Interactive Slides - Topics (outline) - Key Points - Questions (1-3) Interview & Review Requests Re-Organization
- 13. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 13 Media Production Solo Production Location Format - Scripted - Unscripted - PIP Video Recording Video Editing
- 14. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 14 Course Submission and Approval Guidelines Differentiate Media Quality Expectations Quality Checklist
- 15. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 15 Course Publishing Title Price Image Description Author Bio Promotion Options
- 16. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 16 Promotional Video Length - Less Than 2 Min Attention - Problem Interest - Shocking Fact - Pain Points Conviction - Solution Promise - Qualifications Desire - Benefit Example Action - Passion
- 17. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 17 Course Promotion Organic Discounts - Direct - Partners - Coupon Sites Public Relations Social Media - Owned - Contributed Advertising Direct Marketing - Lists
- 18. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 18 Course Reviewers Ratings Number of Reviews Number of Students Coupons Discount Promotion Comments
- 19. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 19 Udemy Development Resources Udemy Courses - Official Course - Successful Instructor Courses Udemy Tech Hub - Article & Tutorials - Official Support - Instructor Reviews Mastermind Group Samples Templates Tools
- 20. MPEG www.Althos.comUdemy Course Development © Lawrence Harte, 2015 page 20 Udemy“Success To-Do” List Udemy Courses Competitive Analysis Worksheet Task List Test Video Udemy Courses Competitive Analysis Worksheet Task List Test Video
Notes de l'éditeur
- Why Create Online Courses? – publicity, credibility, lead generation, influence, and earn money. What is Udemy? – a platform that stores and delivers online training courses and a marketplace where people go to find and purchase courses. How Many Students does Udemy Have? – in 2015, Udemy had about 9 million students and delivered over 30 million courses. Udemy Course Development – how to define, create, and submit an online course to the Udemy learning platform. Multiple courses will - used that are in different stages of completion to demonstrate the process (it is not possible to create and publish a course in 1 hour). Course Creation Options – many ways to create courses. Will be sharing with you development options that use Google Docs and Powerpoint presentation. Focus on Big Picture – less about video production and more about content identification and developent.
- What Course Development Experience? – book authoring, contract training, course development, school, trade shows, and multiple Udemy courses. Why Udemy? – consulting lead generation, course revenue. How Development? – 100+ courses 2 years, first few Lawrence Harte, next 10-20 existing co-authors, 70+ authors and co-authors. Lawrence Harte – is a tech media expert, one of the most published tech and business authors in the world (112+books), co-founder of the Digital Marketing for Business conference, and provides expert consulting services. Primarily uses Camtasia and VidBlaster video editing Clients include Google, Samsung, Nokia, HTC, and other key companies which he obtained using inbound marketing. His leads are generated and prequalified from books, articles, media posts, Linkedin profile contact bait, and other smart marketing and selling tactics. https://www.linkedin.com/in/lharte . Coolest Job – cover new technologies – Interactive holograms, 3D movie theater with no glasses, and Internet connected virtual body parts. Author - 112+ Tech and Business Books – love to interview people. Learn a lot and write it down. Magazine Publisher – TV Tech and Marketing - editor, interview companies at trade shows. Conferences – digital marketing for business, sales, video production, and marketing. Key Clients – Google, Samsung, Nokia, HTC – earned over $3M in consulting fees. Got clients without advertising or cold calling. Discovery Promotion – help people to find ways that you can help them. Image – photo of founder.
- Why Udemy? – There are hundreds of online course platforms – Udemy is the biggest. What types of courses are on Udemy? – while Udemy allows almost any topic, they are mostly how-to business and media production topics. More advanced courses starting to emerge. Will Udemy allow Coruses with the Same Topic? – currently yes. Encourages differentiation. Udemy is an online learning management platform that allows people to submit and sell their training course content. Learning Management System - LMS – content management, upload materials, setup access authorizations, and deliver materials. Online Training Marketplace – place where people go to find, purchase, and use courses. Course Approvals – public materials require review and approval process. Review include media quality and content value. Revenue Sharing – Udemy makes money by keeping some of the course sales revenues. 50/50 split on courses sold through the marketplace. Much lower commission on courses that are directly sold by the creator. This image shows that the Udemy.com website offers many types of courses. Udemy_website.png
- Why create online courses? – publicity, credibility, sales leads, influence, and earn money. How much money can be earned? – course revenue can be over $10k/mo with the right topics, student value, and promotion. Typically much less. Are there Other Online Learning Platforms? – yes – Udemy.com is the largest in 2015 – 10x+ larger than its closest competitors. What types of Objectives should you Create? – value for you (students have different objectives), measurable, and controllable. Examples – number/percentage of sales leads. You can control the content to ask for submissions. Online Course Objectives include getting publicity, credibility, list building, influence, and to earn money. Publicity – people will find you by searching for course related information (discoverability). Credibility – people believe training content more than website. Even more credible if on official third-party website like school or online courses (authority). List Building – attract and connect with people who have a specific interest area (sales lead list). Influence – getting time in front of people to share your messages (persuasion). Revenue – earn money by selling products and courses – may be revenue share or fee for online course hosting services (earn $$$). Image – dg_eLearning_course_objectives - Figure shows publicity (search discovery), credibility (authority), list building (sales leads), influence (persuasion), and revenue (earning money). This image shows objectives for an inbound sales lead generation course.
- How to plan a Udemy course? – identify and describe steps for producing the course. How long does it take to produce a Udemy course? – about 1 month for most courses – about 100-150 hours to create a 5-10 hour course. Udemy Course Planning includes topic selection, scope, outline, formats, production, resources, and scheduling. Topic Selection – should have a market and the creators should have subject matter expertise. Description – who is the course designed for, what level of depth, and how big will the course be. Outline – what are the key topics the course will cover. Storyboard - Media Formats – what types of media will the course use – video, audio, text, mashups. Develop – research an gather materials, write script, gather what is needed to produce the course – equipment, software, services, props, etc. Production – creating and recording the course materials. Editing – selecting and splicing media. Polishing – reviewing and updating course. Submission – for review and approval. Promotion – announcing and publishing information about the course that people can use to find and purchase. Image – ag_elearning_planning_calendar This figure shows a calendar (1 month) with typical tasks and timelines. Topic (1), Scope (2), Outline (3), storyboard (4-5), Develop – research and write (6-14), record (15-16), edit (17-19), polish (20-24), submit (25-29), promote 30+.
- How to do a competitive analysis? – search for courses like your students would search and compare the courses you find. How Much Time to Spend on Competitive Analysis? – 5 to 10 hours typical. Document may be updated over time as new topic areas and resources are discovered. Competitive Analysis includes titles, descriptions, outlines, prices, number of students, reviews, date released, author bio, and other information. Titles – identify courses. Make a list of keywords and phrases, motivator words. Descriptions – key features, topic mix, key words and phrases, special notes. Outlines – master outline - important topics – common to all competing courses. Prices – range of prices – list comparing price, time length, number of lessons. Number of Students – good for sales estimates. Caution, it is possible to have thousands of free students. Reddit offers for reviews. Reviews – look at reviews, write your own sample (suggested) reviews. Date Released – are the courses getting outdated, have they been regularly been updated. Author Bio – how qualified are the other instructors. Other Information Sources – identify competing books, white papers, and other information sources. Use their information as part of content identification and analysis.
- Where to keep your materials for course development? – helpful to keep course materials in one file – a worksheet. Udemy Course Worksheet holds or provides access to most of the important information related to the development and management of the course. Title – and subtitle - can change over time. Project Code – short 3 to 4 characters that should preceede all your file name. Objectives – what you and your students want to achieve with the course. Objectives should be useful, measureable, and controllable. Plan – summary of how the course will be created and managed. Contacts – key people involved in the course creation and management. Audience – student profiles. Understand what your students want to do and where the look and trust for information. Descriptions – multiple lengths. Helps to list and describe your course(s) in multiple places. Media Items – links to press release, images, and other content. Resources – services, products, and other things that will be needed to create and manage the course. Examples: video editor, cameras, and others. Listing URLs – links to where your course is published. Review URLs – links to where reviews for your courses can be posted. *** Image – sample worksheet – Pinterest -
- How many steps to create a course? – about 50 to 100 key steps. Course Development Task List is used to identify, assign, and track the status of key steps when producing an online course. Activity Name – short name that identifies the task. Priority – current day (0A), next day (1A), important (A), in next few weeks (B), sometime soon (C), cancelled (X), and completed (Z). Responsibility – name or initials of the lead person responsible for the task. Date(s) – when the task was created, date the task must be completed. Status – waiting, key phase, completed. Notes – related information or links to resources. This image shows a sample task list for an online course development. The headings include priority (Pri), Task Name, Date Created, Date Due, Lead Person, Notes, and Status.
- How many Questions for an Online Course? – 100-300 typical for a 5 hour course. Typical Number of Page Views per Question? – about ½ to 2 page views per question per day on average. Where to Publish Questions and Answers? – Blogs, Twitter, Discussion Groups, and other discoverable places. Question List identify student information needs and can help identify their objectives. A question list should be Student Objectives – the information students are looking for. Question Sources – best from desired audience. Question Answers – provide some value towards answering the question. . Related Resources – additional information that will help the audience towards their objectives. A course is a resource that may be helpful to an information seeker. Discovery Promotion – package and publish questions, answers, and resources.
- What are the key steps in course production? – descriptions, outline, content Course Production involves storyboarding, writing, scripting, recording, editing, and getting reviews. Description – general, defines scope. Outline – sections, lessons. Writing – can be scripted or unscripted. Unscripted should have key points to cover. Media List – images, videos, and other items that will be used during the lecture. Scripting – identify materials and effects that will be used in each lecture. Recording – videos, audio, screen capture. Editing – selecting, splicing, transitions, effects. Reviews – get mix of people to review session for content value and media content. Final Updates – fix video and audio challenges. This figure shows a typical setup for recording a presentation. This example shows that a script has been created and is available on a teleprompter. This setup shows that a separate web camera and microphone are used. *** Photo of recording set. Agp_eLearning_recording_set – arrows pointing to equipment – list of key software programs
- What equipment and software is needed to create a Udemy Course? – camera, microphone, teleprompter, video editing software, and audio editing software. Can you create Udemy courses using Smartphones? – yes – may be hard to transfer and work with media files. Use a micro-stand. Udemy Equipment and Software include digital camera, microphone, video editing software, and audio software. Digital Camera – typically a separate web cam – tends to be more sensitive and higher quality than laptop web cams. 3 ways to produce – live internal, live external (sync challenge), and offline external. Editing software may have difficulty recognizing external camera. Microphone – separate microphone – gets rid of computer vibration hum. Lighting – typically 3 lights – 2 in front, 1 behind. Teleprompter – when creating from scripts. CuePrompter.com – hard to coordinate teleprompter and recording. Tip, put a few blank lines at top. Video Editing Software – select, record, add effects. VidblasterX.com – easy, self sync. Camtasia or other video editors for special effects. Audio Software – enhance sound files - Audacity. Make an audio logo (indent) – Intro and Outtro. Purchase a license for a audio jingle and simple edit. This photo shows a simple video production system that uses a laptop computer. The separate web camera is mounted eye height. The microphone is a separate USB microphone with a sound pop filter. The Video editing software is VidBlaster. This system also has audacity to select and edit the audio files. Ag_eLearning_Video_Production_Systems_VidBlasterX *** Screen shot eLearning_Equipment_Setup_Small
- How to gather course content? – identify topics, interview experts, get reviews from students. Course Content Creation is typically a dynamic and interactive process. One way to create courss is to gradually develop, expand, and detail presentation slides (such as powerpoint or Mac note). As you identify and create content, it is good to interview and get reviews from subject matter expers and potential students. Dynamic & Interactive – suspect outline – master list of knowledge elements - not sure of which to include and exclude.. Slides – start with topics – searchable titles – add 3 to 5 key points related to the topic – add 1 to 3 questions per slide. Reorganize over time. Interview s – gather information from subject matter experts (SMEs). Reviews – send short sections to qualified prospects for review and comments. Re-Organize – flow of information – do a trial presentation if possible. Udemy_IBSOC_***.
- Key Question about Topic Risk? – abc Media Production typically involves solo production at a quiet location. Formats can be a mix of scripted and unscripted. Many media formats are a PIP slide presentation that is produced using simple video recording and editing software. Solo Production – must control multiple media activities – media file selection, teleprompter, and recording. Location – can be done at home or some quiet location. Format – scripted (typically for preview) and unscripted (typically for lessons). Video Recording – abc. Video Editing – abc. Udemy_IBSOC_VidblasterX_Production
- What are Udemy course submission guidelines? – needs to have high quality media and provide expected content. Does Udemy require any teaching certifications to submit courses? – no. Udemy does review course materials for media and content quality. Will Udemy remove courses that continuously get bad reviews? – *** Course Submission and Approval involves ensuring the content meets Udemy guidelines, has a unique fit in Udemy course selection (differentiated), has high media quality, and meets the expectations defined in the course descripion. Udemy Submission Guidelines – rules and check list for course submission <link>. Differentiate – how your course is different from other Udemy courses. Media Quality – abc. Expectations – the content should cover or exceed the expectations that are in the course description. Quality Checklist – abc. Figure x shows Udemy_course_quality_checklist_sample.png
- How to create a good course title? – identify key search and motivational words, create multiple titles, ask student candidates to choose best title. Can also do an ad campaign with keywords and identify highest click through rate. How to determine a good price? – compare to other courses. Changing price? – course prices can be changed at any time and are instantly changed in the Udemy marketplace. Course Publishing include title, price, description, image, and promotion options. Title – discoverable by keywords, key benefit motivation. Price – listing price, competitive pricing. Image – stand out, enticing, no text allowed. Description – develop interest and urgency for desired audience. Author Bio – good photo, relevant experience, passion Promotion Options – allow Udemy to offer discounts.
- Key Question about Topic Risk? – abc Promotional Video should get the attention of the audience, develop an interest, develop belief it will be helpful, motivate action to start. Length – should be less than 2 minutes if possible. Attention – something that gets them to start paying attention, sound, color. . Interest – identify a shocking fact that shows why the course is important to the student. Conviction – abc. Desire – abc. Action – abc abc.
- How to promote Udemy Courses? – organic (on udemy), discount, website, social media, and advertising. What are the Key Reasons people buy Udemy Courses? – dominant buying motivators vary – typically include solution benefit awareness, length, price, and other factors. How Many Social Media Posts from a Course? – Can get 200-500 posts from a 5 hour course – Tweets, Blog Posts, Discussion Topics, Images, Video Clips, and others. Online Course Promotion options range from organic (only discovery on Udemy) to direct marketing (email and telephone calling). Can be very helpful to do multiple types of promotion because each type of promotion will help to identify what dominant buying motivators are. Organic – sales come from the Udemy Marketplace. Important to have key search words in title and descriptions, good reviews, and web traffic. Discount – allow Udemy to promote your course by offering deep discounts $10 for the course. Public Relations – press release and working with the media. Recommend at least 1 paid press release – PRWeb.com, PRNewswire.com. Social Media – convert content from the course into social media that can be published. Advertising – paid promotion such as pay per click search engine, display ads (graphic ads), or sponsorships on blogs. Direct Marketing – getting lists and calling and/or emailing people to buy or try courses. Figure shows that online course promotion can range from organic (little control) to direct marketing (maximum control). Organic (keywords, reviews). Discounts (offer through Udemy and other partners), public relations (press releases and media contacts), social media (***), advertising (paid ads), and direct marketing (email marketing and telesales). *** Boxes left (easy) to right (costly)
- How to get reviews? – provide free discount coupons to friends and qualified students, use review promotion services. How many reviews should you have? – close to or above the number of reviews for competing courses. Course Review important areas include ratings, number of reviews, number of students, coupons, discount promotion partners, and review comments. Ratings – important to have 3 stars or higher. Use a review campaign to request and get reviews. Number of Reviews – the number of reviews should be close to or more than competitor course reviews. Number of Students – critical to have 100+ students. Coupons – provide 100% discount codes for friends and reviewers to increase student numbers and get reviews. Discount Promotions – promotion partners – groups with lists, discount or free offer codes. Online course Retail Me Not - http://www.retailmenot.com/view/udemy.com Comments – can be more important than ratings numbers. Should be relative to solution and Motivational. Look at comments from similar courses and make a list of suggested review comments for your course. This image shows a Retal Me Not screen shot that offers discounts on Udemy courses. <RetailmeNot_udemy_discount_promotion_screen>
- How to find people who have experience with Udemy development and management? – abc Udemy Development Resources include. Udemy Courses – official free course (1 hour) covers the basics. Several successful instructors have created courses on how to create courses. Udemy Tech Hub – online meeting place for instructors. Can get feedback on content and quality from other instructors. Articles in key topics. Mastermind Group – eLearning Meetup, people with similar interests – like study groups. Samples – abc. Templates – abc. Tools – video recorders, editors, teleprompters, and others..
- eLearning Platform Account – sign up for an eLearning platform account. Start as student. Setup as instructor – Udemy.com Review Similar Courses – take courses similar to the ones you want to develop. Development Course – take a course on how to develop online courses – Udemy - https://www.udemy.com/official-udemy-instructor-course/ Worksheet – create a file to hold your key information - objectives, contacts, descriptions, resources, and other. Task List – make a list of things you need to do Test Video – use existing equipment and free software – build your confidence. Image - Success To-Do list