New Heights - NFL Brothers, Travis & Jason Kelce

5 lessons from football's funniest family duo.

December 15, 2023

My wife’s family is from Philly. One of my best friends, Kenny, is from Philly. Combine that with the fact that I tend to ride bandwagons when teams are on hot streaks. 

So for the last few years, I’ve become an Eagles fan.

I wear my Jalen Hurts & Jason Kelce t-shirt jerseys with pride. And my Eagles hat is now my go-to.

I was walking around SeaWorld the other day, when another Eagles fan came up to me with his phone out. He wanted to show me some Christmas cookies he’d just made with his family. The cookies had a “62” on them in green frosting. Jason Kelce Christmas cookies are just about the coolest thing I’ve ever seen.

From a unique insider perspective on the NFL to witty debates over the all-time best cereals, Travis & Jason Kelce’s media brand is exploding in popularity. 

They’ve grown a crew of superfans they call the 92%ers, welcoming members into an exclusive club they can identify with and feel part of. Community building at its finest.

Their content has reeled in millions of fans, and I’m one of them. There’s just so much they are doing RIGHT (& so much we can learn). 

So what exactly can B2B content marketers learn from football’s funniest family duo?

Here’s my 2 cents… 

Unmistakable chemistry 

Travis and Jason Kelce may have the upper hand when it comes to connection. It’s obvious they’ve known each other for 33 years. The chemistry is real and the audience can FEEL it. 

When you don’t quite jive with your co-host… your audience can smell it from a mile away. And nothing’s cringier than listening to a show where the hosts have no synergy. 

Take it from the Kelce brothers — do everything you can to create chemistry between your co-hosts.

Segments

New Heights really embraces the long-form show. Most episodes are over an hour long. But the brothers have mastered one thing B2B hasn’t wrapped their heads around just yet—

Segments. 

Episodes are broken into segments like New NEWS & No Dumb Questions, keeping the pace of the show fast and interesting. These segments welcome fans into their content and open up endless possibilities for sponsored content (that doesn’t feel like you’re listening to an ad).

It’s time for B2B to embrace unique segments to take their shows from snoozefest to genuinely engaging. 

Rare guests

The show doesn’t have guests often (a mistake many B2B podcasts make), but when they do…the guests are BIG TIME. 

But the brothers also invite guests that are important to them. With episodes featuring Jason’s wife, Kylie and even the brothers’ parents, giving listeners an inside-view not available anywhere else. 

Here’s the deal — people should want to listen to your show for you. Stop sacrificing your thought leadership and authority to your guests.

Keep your guests limited and hiiiiighly curated. 

Deep expertise

These guys are truly masters of their craft, and it’s obvious in their content. They wouldn’t be professional athletes if they weren’t. And they don’t hide that expertise from their audience. 

They take very complex football knowledge, and make it interesting for anyone. They dive into the nitty-gritty of the game, personal and professional intricacies of being a pro athlete and answering the questions everyone has, but no one asks.

In your niche, you have expertise no one else has. Don’t be afraid to share it. 

Clip post-production

The team behind this media brand doesn’t just cut a random clip and post it. 

They clearly do THOUGHTFUL post-production on every single clip. They leave no room for boredom and are hysterical in their clip selection.

The point — the clips are optimized to grab and KEEP your attention the entire time. 

This is KEY to turning podcast content into social content that actually has a shot of getting good reach.

Alright…that’s a wrap! 

Reply to this email and tell me a creator who you’re following that I should break down in a future newsletter.

Obliterating commodity content,

James Carbary

Founder, Sweet Fish

Executive Producer, B2B Growth