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<div style="display: none; max-height: 0px; overflow: hidden;">RCS now reaches 96% of US devices and offers rich media, interactivity, and branding, but costs at least twice as much as SMS. Like HTML email </div>
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<h1><strong>TLDR Marketing <span id="date">2026-07-21</span></strong></h1>
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<h1><strong>News & Trends</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fmartech.org%2Fbranded-search-is-becoming-a-less-reliable-proxy-for-brand-demand%2F%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/qhUQWYPU7blAx2LCtfzCgKYu_kScw4q9nea08cS8yLs=452">
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<strong>Branded search is becoming a less reliable proxy for brand demand (3 minute read)</strong>
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Branded search has long been a proxy for brand demand, but it's becoming less reliable. Data shows branded queries dropping even as demand holds steady, pointing to a measurement gap, not a demand decline. AI search is shifting decisions upstream, answering questions before users search for brands. The risk is misreading weaker search as weaker brands and underinvesting in brand building. Branded search still matters, but it should be one signal, not the source of truth.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.growth-memo.com%2Fp%2Fdoes-topical-authority-matter-in%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/wdgf_4NATFzwU7xPFaYcNMkG0-CDcvwMsDqyK-u7d6w=452">
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<strong>Does topical authority matter in AI Search? (7 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Topical authority still matters in AI search, with data from Semrush's analysis of 50,000+ brands showing AI answers develop category owners over time. In ChatGPT's June 2026 data, only 15.2% of categories had a clear owner, leaving 89.3% of AI search demand in categories without one. Category owners also showed stronger brand search volume, organic traffic, and authority. Build depth in core topics rather than chase broad content coverage.
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<div style="text-align: center;"><span style="font-size: 36px;">🚀</span></div>
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<h1><strong>Strategies & Tactics</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.fletchpmm.com%2Fnewsletter%2Fwhat-everyone-gets-wrong-about-category-creation%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/BNTnUg88qw8hMq2RZRmmFRwcM75W40YgvHPvHMpQp7w=452">
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<strong>What everyone gets wrong about category creation (6 minute read)</strong>
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Category creation only works when it reflects a real job to be done instead of a new marketing label. Companies create confusion when they invent platform names that don't match a clear customer responsibility or workflow. It's better to create a new job to be done before naming a category, sell products as a suite when buyers purchase them separately, or lead with the product the market already understands and expand from there.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fproductpicnic.beehiiv.com%2Fp%2Fthoughtless-features-never-add-up-to-a-thoughtful-product%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/7fD0JKVTTwX0RGevti8xZmYvA6e8CKGJMdIOxK79MgU=452">
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<strong>Thoughtless features never add up to a thoughtful product (4 minute read)</strong>
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Teams ship “ham biscuit” features fast, solving surface problems but missing real user needs. Idea generators stay detached, copying competitors or AI outputs, while execution follows without question. The result is bloated products that hurt clarity and sales. Better products come from defining real workflows, not stacking features. Focus on the job to be done, validate outcomes, and design end-to-end experiences instead of isolated fixes.
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<h1><strong>Resources & Tools</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fdarrenshawwhitespark_google-just-told-us-how-ai-agents-actually-share-7484986595453001728-3VT6%2F%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/0ulhqcrl5GGS-3G_l8R5JDGvvewZFzxKMEnXz-bHAWw=452">
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<strong>How to check Chrome's Accessibility Tree (1 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
AI agents don't view websites like humans do. They rely on the Accessibility Tree, a machine-readable version of your page structure. Check yours in Chrome DevTools to see how agents interpret your content. Clean up headings, labels, links, and alt text to make your site easier for AI systems to understand and surface.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsubjectline.com%2F%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/GSYMbgf5nJY7c6skc7KzEMHBvjTNPrR4kj59rhFlfmA=452">
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<strong>SubjectLine.com (Tool)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
This is a free email subject line tester that scores over 15M subject lines and helps improve email performance. Free accounts provide subject line history, score tracking, and AI-powered rewrites. Pro accounts ($9.99/year) add open rate predictions, industry benchmarks, and project organization tools.
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<div style="text-align: center;"><strong><h1>Miscellaneous</h1></strong></div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.practicalecommerce.com%2Frcs-or-sms-it-depends-on-the-task%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/jsi4btT56-LckTKsekgdy_idlGuJpl2k6bwQU0n2QJw=452">
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<strong>RCS or SMS? It Depends on the Task (3 minute read)</strong>
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</a>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
RCS now reaches 96% of US devices and offers rich media, interactivity, and branding, but costs at least twice as much as SMS. Like HTML email, it adds capability, not necessity. Use RCS when visuals or actions help complete a task like browsing products or resolving issues. Stick with SMS for simple, urgent updates like order confirmations or codes.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Falmund6ef.substack.com%2Fp%2Fai-is-working-overtime-so-am-i%3Futm_source=tldrmarketing/1/0100019f845c33ed-3b2782fa-e7e6-4896-be18-334f075c8761-000000/FvNJMbfBX3QEzck6n_wed__XujjxtWX9C7O9SdzJ_RM=452">
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<strong>AI Is Working Overtime. So Am I (10 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
AI users save an average of 5.1 hours a week but lose 3.3 hours learning or troubleshooting the same tools. 77% report a heavier workload, while 23% report AI-related anxiety. The shortfall comes from generation time being mistaken for completion time, since a report that takes one minute to draft still needs its research checked and its logic fixed before it is usable. The technology accelerates the first draft while leaving the harder work, review and accountability, exactly where it was.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div></div>
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<strong>The biggest technical SEO time-wasters to avoid (6 minute read)</strong>
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Chasing minor SEO fixes like redirects, crawl budget, 404s, or tool flags wastes time when they don't impact rankings or user experience.
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<strong>My goal is to never apply for a marketing job ever again (7 minute read)</strong>
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Build a personal brand before you need it by staying visible and optimizing LinkedIn.
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<strong>Tell your engineer to change "Loading..." to "Thinking..." (2 minute read)</strong>
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Products that hide their "thinking" step read as less warm to users.
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