Nov- Dec Marketing Update

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• Started the “clean-up” work across key directories and aggregators (CoinGecko, CoinMarketCap, subreddit links, outdated references), and set up a repeatable tracking approach.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:

1. Selected a web designer and kicked off a two-month design sprint aimed at a clearer, faster, more value-led experience.
2. Locked domain strategy: keep .org as the primary home during the current phase, and consolidate SEO signals via redirects.
3. Began planning a site structure that can serve three audiences without confusing them:
   1. People who want to swap
   2. Developers and integrators
   3. Institutions doing due diligence and research

SEO & measurement:

We fixed foundations and created a roadmap. Work included the following:

1. Worked with an SEO agency to fix and improve foundational changes so future content and campaigns can be measured properly:
   1. GA4 + Search Console configuration issues.
   2. Meta title and description improvements
   3. Competitive research and keyword discovery
   4. Cross-domain strategy to reduce search confusion
   5. A plan for ‘top of funnel’ content and long-tail keywords
   6. Defined a keyword policy: keeping the core website in simple terminology, while using blog content for more expansive keyword capture where appropriate.
2. Content & social: moved from ad-hoc to a system
   1. Expanded content operations to cover:
      1. X, LinkedIn, Reddit, and blog
      2. A unified content calendar with consistent distribution
      3. Founder-led content strategy foundations (especially for LinkedIn and Spaces)
      4. Started a repeatable publishing cadence rather than one-off posting.
3. Aggregators and directory cleanup
   1. The goal is simple: when someone researches THORChain, what they find should be accurate, current, and consistent. We started working on the following:
      1. CoinGecko and CoinMarketCap updates
      2. Fixing subreddit references
      3. Removing outdated/incorrect links (including deprecated .com references)
      4. Tracking presence across major research and analytics destinations (Blockworks, DeFiLlama, Token Terminal, Artemis, CryptoQuant, Messari etc.)

Operating model

1. Clarified responsibilities and weekly reporting.
2. Formalized team roles to improve day-to-day throughput and accountability so execution does not stall including:
   1. Research platforms,
   2. Budget management,
   3. Community reporting cadence,
   4. Website oversight,
   5. SEO coordination,
   6. Content coordination,
   7. Advertising strategy,
   8. UI/UX decisions,
   9. Community engagement,
   10. Product messaging.

What we did in December

Website refresh

Moved from planning into concrete direction. Continued iterating on the website rebuild, including:

1. Finalizing website layout and UI.
2. Developed a clearer narrative approach and shorter copy based on real attention data (10–20 seconds on site).
3. Built out page structure that reveals more detail as you scroll (simple at the top, deeper as needed).
4. Ensured we integrated a “vision” component for institutional credibility.
5. Analytics consolidation & technical hygiene: Continued work on:
   1. Redirect hygiene.
   2. Consolidating Google Analytics properties under one account (with care for stakeholder access).
   3. Making tracking consistent across thorchain.org, blog, swap, and docs where possible.
   4. 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)

• 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:

1. Being direct, transparent, and solutions-oriented.
2. Avoiding over-polished marketing language.
3. Reducing highly technical/complex sentences.
4. Use narrative and purpose, not just feature lists.

PR and paid placements

Advanced planning for paid placements and PR sequencing:

1. Build and schedule content so that search results improve before paying for public relations.
2. Use a combination of narrative-led and product-led pieces.
3. 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:

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.