November–December Marketing Update 2025: What We Shipped, Fixed, and Set Up
During November and December, the marketing team focused on one thing: building a durable operating system for THORChain marketing that we can compound over time. That meant tightening the foundations (website + analytics + SEO), establishing a more consistent content engine, cleaning up how THORChain shows up across the wider crypto internet (aggregators and research platforms), and preparing a coordinated push for Q1 2026 around the new swap experience, brand refresh, and Solana integration.
Summary
In the last two months we:
- Kicked off our website redesign project and began the migration path away from fragmented publishing toward a single, maintainable CMS and SEO strategy.
- Standardized content production and distribution across X, LinkedIn, Reddit, and blog via expanded agency scopes and unified calendar.
- Repaired and centralized analytics and tracking, including GA4/Search Console work and a plan to consolidate digital properties under one roof.
- Started the “clean-up” work across key directories and aggregators (CoinGecko, CoinMarketCap, subreddit links, outdated references), and set up a repeatable tracking approach.
- Prepared public-facing narrative + PR building blocks (including a public beta announcement draft) to support a larger Q1 launch moment.
- Aligned on a phased marketing strategy that prioritizes product reality and reliability over hype, backed by a clear campaign framework for Q1.
What we did in November
Website & brand:
We committed to a full redesign of the website:
Selected a web designer and kicked off a two-month design sprint aimed at a clearer, faster, more value-led experience.
Locked domain strategy: keep .org as the primary home during the current phase, and consolidate SEO signals via redirects.
Began planning a site structure that can serve three audiences without confusing them:
People who want to swap
Developers and integrators
Institutions doing due diligence and research
SEO & measurement:
We fixed foundations and created a roadmap. Work included the following:
Worked with an SEO agency to fix and improve foundational changes so future content and campaigns can be measured properly:
GA4 + Search Console configuration issues.
Meta title and description improvements
Competitive research and keyword discovery
Cross-domain strategy to reduce search confusion
A plan for ‘top of funnel’ content and long-tail keywords
Defined a keyword policy: keeping the core website in simple terminology, while using blog content for more expansive keyword capture where appropriate.
Content & social: moved from ad-hoc to a system
Expanded content operations to cover:
Aggregators and directory cleanup
The goal is simple: when someone researches THORChain, what they find should be accurate, current, and consistent. We started working on the following:
Operating model
Clarified responsibilities and weekly reporting.
Formalized team roles to improve day-to-day throughput and accountability so execution does not stall including:
Research platforms,
Budget management,
Community reporting cadence,
Website oversight,
SEO coordination,
Content coordination,
Advertising strategy,
UI/UX decisions,
Community engagement,
Product messaging.
What we did in December
Website refresh
Moved from planning into concrete direction. Continued iterating on the website rebuild, including:
Finalizing website layout and UI.
Developed a clearer narrative approach and shorter copy based on real attention data (10–20 seconds on site).
Built out page structure that reveals more detail as you scroll (simple at the top, deeper as needed).
Ensured we integrated a “vision” component for institutional credibility.
Analytics consolidation & technical hygiene: Continued work on:
Redirect hygiene.
Consolidating Google Analytics properties under one account (with care for stakeholder access).
Making tracking consistent across thorchain.org, blog, swap, and docs where possible.
Reviewed website URL access and Server access for TC assets.
This is unglamorous work, but it is what turns marketing into something measurable and repeatable.
Analytics for Nov–Dec (snapshot)
Area
Key metrics
Website
Sessions: 8549
Top Traffic source: Organic search
Top page: /swap
Front end
Total swap volume: $539.7m
Unique swappers: 1600
Swap transactions: 3800
Average Size: $140,000
SEO
Search clicks: 1.93k
Search impressions: 38.8k
CTR: 5%
Avg position: 11.5
Top query: Thorchain
Social Media
Average impressions: 10.5K
Average likes: 145
Highest impression: 20k
💡Hero metric: Total Swap Volume: $539.7m
- Total clicks: Up +35.57% (from 2.98K to 4.04K)
- Total impressions: Up +65.64% (from 48.9K to 81K)
Despite December being a typical low traffic month, our website impression improved!
We have commenced monthly tracking for better analytics for future reports.
Community communication
Our intention is to establish a less technical tone. Our approach is:
Being direct, transparent, and solutions-oriented.
Avoiding over-polished marketing language.
Reducing highly technical/complex sentences.
Use narrative and purpose, not just feature lists.
PR and paid placements
Advanced planning for paid placements and PR sequencing:
Build and schedule content so that search results improve before paying for public relations.
Use a combination of narrative-led and product-led pieces.
Coordinated PR and social media distribution and schedules.
These choices were made to ensure future PR lands on a stronger foundation.
Front end
Prepared a public-facing draft to announce the swap interface public beta, including positioning, feature framing, and a Q1 evolution roadmap.
Team spend and resourcing (high level)
Over Nov–Dec we committed budget to the foundations that make campaigns work. This includes the following commitments:
Item
Cost
General Admin
$62,878.05
Website, SEO & PR
$15,849
Research / Analytics
$18,750
Socia media / PR
$4,300
Total
$101,777.05
Marketing account balances (2 Jan)
$USDC: 127,373
$RUNE: 209,896
What this sets up for Q1 2026
November and December were about building a base. We enter Q1 with:
- A website refresh and messaging framework designed to convert attention into action.
- A more reliable tracking and analytics stack for measuring what works.
- A content engine that can publish consistently across channels.
- A clear phased approach for the next major moment: swap experience + brand refresh + ongoing PR.
Thank you
This work has been a team effort across THORChain contributors, partners, and community members. The goal is not short-term hype. It is long-term trust, reliability, and compounding visibility.
More soon.
