Decisions campaigns
Build content that helps buyers make a decision, and measure how they engage with it.
Most content is written to attract traffic. Decisions campaigns are written for people who are already close to buying and need help choosing. Find them under Content → Decisions.
How a Decisions campaign is built
Each campaign is built around one decision a buyer is trying to make, for example "which signage company should we use for our new branch?". It contains:
- A hub page that addresses the decision as a whole.
- Spoke pages that each answer one question buyers ask on the way. They come in four types:
- Clarifier: explains something the buyer needs to understand.
- Use case: shows how it works for a particular situation.
- Comparison: compares options or alternatives honestly.
- Objection handler: answers the worry that stops people deciding.
- Sales enablement: material for the sales team, such as an objection sheet and an email sequence.
- Decision kit ideas: suggestions for lead magnets, such as checklists, scorecards and calculators.
Start a campaign
Open Decisions
Go to Content → Decisions and click Start BDE.
Describe the decision
Fill in the Campaign name, the Target persona, the Decision stage (awareness, consideration or decision) and the Target month. Under Buyer intent, describe the decision the buyer is trying to make.
Not sure what to write? Click Analyse Buyer Journey and Verbolica suggests a Decision Hub title from the brand's data.
Create and approve
Click Create Campaign. Review the planned hub and spokes, then click Approve & Generate All Content to have every piece written.
Send it for approval
Use Request approval (whole campaign) to send the finished campaign to the client in one request.
Decision questions
Each campaign keeps a list of the real questions buyers ask, such as "how much does this cost for a 200-person company?". Add your own, or click Suggest with AI. The writing uses these questions, so they're worth getting right.
Decision coverage
A good decision page covers six areas: pricing, alternatives, risks, implementation, proof and fit. The campaign shows which areas each page covers, so you can see gaps at a glance. Click Re-grade campaign after editing to update it.
Measuring a Decisions campaign
Decisions campaigns are measured by engagement, not traffic. Once pages are live, the campaign shows:
- average reading time and bounce rate, compared with the brand's average
- time spent on the hub compared with the spokes
- how many visitors move from the hub to a spoke, and which spokes they choose
- form submissions on campaign pages
Engagement comes from the WordPress plugin, so it works even without Google Analytics.
To compare campaigns side by side, open Compare from the Decisions page. To share results, use the print-ready report export.