UK

United Kingdom · Knowledge management · Senior (5-8 years)

Senior Intranet Content Strategist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandSenior (5-8 years)
  • Direct reportsNo direct reports
  • Reports toManager, Digital Employee Experience
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Senior Knowledge Content Specialist · UX Content Lead (Intranet) · Digital Employee Experience Strategist

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Creating and Publishing Digital Content RSL Level 3 Extended Certificate in Creative Digital Media
Digital Content Creation – Text and Image OCNLR Level 1 Extended Certificate in Skills for Professions in Digital Industries and Technology

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
Systems Fluency seeing the whole picture
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Your Plan Illustration

Built for Senior Intranet Content Strategist

2 units that map to this job, from the qualifications that cover it.

  1. Creating and Publishing Digital Content RSL Awards Ltd · covers 1 of 1 standards Level 3
  2. Digital Content Creation – Text and Image OCN London · covers 1 of 1 standards Level 1
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Senior Intranet Content Strategist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Prompt Engineering & LLM Integration
  • Data Storytelling for KM
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Senior Intranet Content Strategist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

You design how information flows on an intranet, so colleagues can find what they need and get things done. You own why the content exists, and how it serves people.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

SharePoint Online / DXP Platform (e.g., LumApps, Simpplr) Advanced

Designing site architecture, creating custom page templates, managing complex permissions, and troubleshooting platform issues. You'll be configuring and optimising the platform, not just using it.

Adobe Creative Cloud (Photoshop, Premiere Rush) / Camtasia Intermediate

Creating custom graphics, infographics, and editing multi-track video and audio for tutorials, leadership messages, or engaging news articles. You'll use these to make content more visually appealing.

Confluence / Notion (Admin level) Advanced

Designing spaces and databases for team knowledge, setting up automation rules (e.g., content archival reminders), and managing content update workflows. You'll be administering and optimising these tools.

Jira / Asana / Trello Intermediate

Managing content update workflows, tracking content requests, and collaborating on projects with other teams. You'll set up and manage boards to keep things organised.

SWOOP Analytics / TyGraph / Power BI Advanced

Building custom dashboards to track user journeys, search query success rates, and content engagement. You'll present these findings to stakeholders to justify your content strategy.

Enterprise Search Tuning (e.g., Microsoft Search, Coveo concepts) Advanced

Managing keyword lists, 'best bets,' and promoted results. Analysing failed search query reports to identify content gaps and improve search relevancy. You'll be the one making search work better.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Content Publication Requires supervisor approval for all content before publishing. Can publish routine updates independently; new pages require manager review. Full authority to publish content after SME approval and adherence to governance. Escalates only for sensitive or high-risk content.
Information Architecture Changes (within a section) Suggests changes to supervisor; no independent action. Proposes changes to manager, implements after approval. Designs and implements changes to navigation, tagging, and site structure within owned sections. Consults Manager for broader impact.
Content Strategy & Planning Follows existing content plans and schedules. Contributes ideas to content plans; executes assigned tasks. Leads the development of content strategies for specific employee personas or business functions, using data to justify proposals. Presents to stakeholders.
Tool Selection (for content creation/editing) Uses approved tools as instructed. Can propose new tools for manager review, for personal efficiency. Recommends and evaluates new tools for specific content creation needs (e.g., advanced video editing, infographic design) for team-wide adoption, within budget.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Search Success Rate
The percentage of search queries that result in a user clicking a relevant result within the top 3 and not immediately performing another search or navigating away.
Target · Increase from 65% to 75% within 12 months for your owned content areas.

If 100 people search for 'expense policy' and 75 click on the correct link in the first three results, that's a 75% success rate. We'll track this for key terms you're responsible for.

Reduction in Stale Content
The percentage decrease in content within your assigned sections that hasn't been reviewed or updated in over 18 months.
Target · Decrease the percentage of stale content by 30% within 12 months.

If you start with 100 pages in the HR section, and 40 are stale, your goal is to get that down to 28 stale pages or fewer by the end of the year through reviews, updates, or archival.

User Satisfaction (CSAT)
The average score on 'Was this page helpful?' feedback widgets embedded on key intranet pages you manage.
Target · Achieve an average score of 4/5 or higher across your content portfolio.

If your new onboarding guide gets 80% 'Yes, helpful' and 20% 'No, not helpful', we'll dig into the 'no' feedback to understand why and make improvements.

Content Lifecycle Adherence
The percentage of new content published that follows the defined content lifecycle process, including SME review, approval, and scheduled review dates.
Target · 90% adherence for all new content published.

If you publish 20 new policy updates, we'd expect at least 18 of them to have clear SME sign-off and a next review date logged.

Proactive Content Strategy
You're not just reacting to requests, but actively identifying content gaps and proposing solutions based on user needs and analytics.
  • You'll bring ideas to team meetings, present data-backed proposals for new content or IA changes, and get ahead of emerging information needs (e.g., for a new product launch or policy change). People will start coming to you for advice on how to structure their content.
Stakeholder Collaboration & Influence
You can effectively work with and influence various internal teams, getting their buy-in for content strategies and ensuring they deliver on their content responsibilities.
  • Feedback from HR, IT, and other department leads will confirm you're a good partner. You'll successfully negotiate content approvals and get SMEs to meet deadlines. You'll be invited to early planning meetings for new initiatives because people trust your content expertise.
Mentorship & Knowledge Sharing
You actively share your expertise with junior team members, helping them develop their skills and navigate complex content challenges.
  • You'll regularly conduct code reviews (for platform configuration), offer guidance on content structure, and help unstick colleagues when they hit a roadblock. Junior team members will feel supported and grow under your informal guidance.
User Experience Improvement
The content and information architecture you design genuinely makes it easier for employees to complete tasks and find information.
  • Positive comments in user feedback, fewer complaints about 'can't find it' for your areas, and observed improvements in user testing sessions. The intranet feels more intuitive and less like a chore to use.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Solving Complex Information Problems

You'll get a real kick out of untangling a messy content structure, figuring out why people can't find something, or designing a new navigation that just 'clicks' for users. It's like a puzzle you're paid to solve.

Successfully redesigning the HR benefits section after weeks of user feedback and analytics, resulting in a measurable drop in related helpdesk tickets.

Seeing Tangible Impact

You're motivated by knowing your work genuinely helps people. When you see a colleague easily find the document they need or hear positive feedback about a guide you created, that's what keeps you going.

A new starter telling you how much the onboarding content you designed helped them feel settled and productive in their first few weeks.

Creating Order from Chaos

If the idea of taking a jumbled mess of documents and turning it into a structured, logical, and easy-to-navigate knowledge base excites you, you'll love this. It's about bringing method to the madness.

Successfully migrating legacy content from disparate network drives into a well-organised, tagged, and searchable intranet space.

What frustrates people
  • The Subject Matter Expert Bottleneck: Your entire workflow depends on busy people from other departments who often see your content requests as a low-priority distraction from their 'real' job.
  • Being the 'Website Janitor': You're sometimes seen as a purely administrative function, tasked with 'cleaning up' pages, rather than a strategic partner in knowledge flow. This can be annoying, but you'll learn to push back.
  • Fighting the Shadow IT: Constantly discovering that critical team knowledge is being hoarded in a dozen different Teams channels, Slack threads, or personal network drives instead of the official repository you manage.
  • Homepage Politics: The endless struggle with department heads who believe their team's latest minor update is the most important news in the company and deserves a banner on the homepage. You'll need a thick skin and good data.
  • The ROI Question: Constantly having to justify your existence with metrics that are hard to tie directly to revenue, like 'improved employee efficiency' or 'reduced support tickets'. You'll get good at articulating indirect value.
What this role does not give you
  • A quiet, solitary role: You'll be talking to people constantly, mediating, negotiating, and presenting.
  • A static, 'set it and forget it' environment: Content and user needs are always changing, so your work will too.
  • Direct people management (initially): While you'll mentor, this isn't a formal management role, though it can lead to one.

8Who you work with

You'll directly improve employee productivity and reduce time wasted searching for information. By making our internal knowledge more discoverable and understandable, you'll help new hires onboard faster, reduce the volume of 'how-to' questions hitting our IT and HR helpdesks, and generally foster a more informed and connected workforce. Your work underpins efficient operations across the entire organisation.

Inside the business
  • Knowledge Management team colleagues
  • HR and People Operations leads
  • IT Service Desk and Infrastructure teams
  • Marketing & Communications (for brand guidelines)
  • Legal & Compliance (for policy review)
  • Various department heads (for content ownership)
Outside the business
  • Intranet platform vendors (e.g., SharePoint, LumApps)
  • Content creation tool providers (e.g., Adobe, Canva)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • At least 5 years of hands-on experience in content management, intranet administration, or a similar Knowledge Management role, where you've owned significant content areas.
  • Proven ability to design and implement information architecture and content strategies that improve user experience and content findability.
  • Demonstrable experience using analytics tools (e.g., SharePoint Analytics, Google Analytics, Power BI) to inform content decisions and measure impact.
  • Strong track record of working collaboratively with diverse internal stakeholders, including successfully mediating conflicting requirements.
  • Experience with a major DXP or intranet platform (e.g., SharePoint Online, LumApps, Simpplr) at an administrative or advanced user level, not just basic publishing.
  • A portfolio or examples of content strategies, information architecture designs, or significant content projects you've led.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced DXP Platform Configuration & Integration

Intranet platforms are becoming more central to the entire employee experience. You'll need to understand how to integrate our DXP with other enterprise systems (like HRIS or CRM) to create seamless information flows and personalised experiences.

API Integrations (basic understanding) · Personalisation Rules & Audiences · Workflow Automation (e.g., Power Automate) · Security & Compliance in Integrated Systems

  • This week: Research the API capabilities of our current intranet platform and one other key internal system (e.g., Workday).
  • This month: Build a simple Power Automate flow to automate a repetitive content-related task (e.g., sending a reminder when a page is due for review).
  • Month 2: Work with IT to understand how our HRIS data could be used to personalise intranet content for different employee groups.
  • Month 3: Propose a small-scale integration project that would improve an existing content workflow or user experience.

Quick win: Explore the out-of-the-box connectors available in our DXP or Microsoft 365 ecosystem. You might find a quick win for automation immediately.

User Research & Usability Testing

To truly design user-centred content experiences, you can't just rely on analytics. You'll need to get direct feedback from users, observing how they interact with the intranet and understanding their pain points firsthand. This moves you from reactive to proactive design.

Interview Techniques · Usability Testing Methodologies · Card Sorting & Tree Testing · Synthesising User Feedback

  • This week: Read up on basic user interview techniques and common pitfalls.
  • This month: Conduct 3-5 informal 'coffee chat' interviews with colleagues from different departments about their intranet experiences.
  • Month 2: Design and run a small-scale usability test for a new intranet feature or a redesigned content section with 2-3 users.
  • Month 3: Present your findings and recommendations from your user research to the team, highlighting how it will improve content.

Quick win: Start asking 'why?' more often when you get content requests. That's the first step in user research.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry webinars and conferences on Knowledge Management, Digital Employee Experience, or Intranet Best Practices.
  • Joining professional communities or online forums for KM practitioners or intranet managers to share ideas and learn from peers.
  • Reading key books and articles on information architecture, UX writing, and content strategy.
  • Actively seeking feedback on your content strategies and designs from colleagues and users, and using that feedback to refine your approach.
  • Taking online courses on advanced analytics tools (like Power BI) or specific DXP platform features to deepen your technical expertise.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering & LLM Integration

Honestly, competitors are already using tools like ChatGPT and Claude to draft reports and content in minutes that used to take hours. Analysts and content strategists who figure this out will outproduce their peers significantly. This isn't future tech; it's happening now.

  • Context Windows and Token Limits
  • Temperature Settings for Different Tasks
  • RAG (Retrieval Augmented Generation) Architectures
  • Output Validation & Hallucination Detection
  • Prompt Chaining for Complex Analysis

Data Storytelling for KM

You're already using analytics, but simply presenting numbers isn't enough. To truly influence senior leaders and get buy-in for your content strategies, you need to turn data into a compelling narrative that highlights impact and justifies investment. This is about making your data 'sticky'.

  • Audience-Centric Visualisation
  • Narrative Structure
  • Highlighting Actionable Insights
  • Emotional Connection (where appropriate)
  • Simplicity & Clarity

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Information Architecture (IA)
  • Taxonomy & Metadata Management
  • Content Lifecycle Management
  • UX Writing & User-Centred Design (UCD)
  • Knowledge Audits & Gap Analysis
  • Change Management & Adoption

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Intranet Content Coordinator (L2)

    2-3 years

    Skills to master

    • Mastering content publishing workflows, basic information architecture, managing content updates for specific sections, and understanding user feedback. You'll need to show you can take ownership beyond just execution.

    You're ready to move on when

    • Successfully managed the content lifecycle for at least two major intranet sections independently.
    • Proactively identified and resolved content gaps or user experience issues.
    • Consistently delivered high-quality, accurate content on time.
    • Demonstrated an ability to work collaboratively with SMEs and other departments.
  2. 2

    UX Writer / Content Designer

    3-4 years

    Skills to master

    • Deepening your understanding of user-centred design, conducting user research, crafting highly effective microcopy, and applying design thinking to content problems. You'll need to learn the 'back-end' of intranet management and governance.

    You're ready to move on when

    • Proven ability to translate complex concepts into simple, user-friendly language for digital platforms.
    • Experience conducting user interviews or usability testing for content.
    • A portfolio showcasing your UX writing or content design work for digital products.
    • A keen interest in information architecture and content governance.
  3. 3

    Junior Knowledge Analyst / Specialist

    3-4 years

    Skills to master

    • Understanding broader Knowledge Management frameworks, data analysis for knowledge gaps, and process improvement. You'll need to develop strong content creation and UX writing skills specific to intranets.

    You're ready to move on when

    • Experience analysing data to identify knowledge trends or pain points.
    • Demonstrated ability to improve knowledge-sharing processes within a team or department.
    • Strong analytical and problem-solving skills applied to information challenges.
    • A desire to move into a role with more direct content design and user experience focus.

15Where this role leads

The long view: This work can lead to knowledge management leadership, roles shaping digital employee experience, or senior content strategy positions.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Senior Intranet Content Strategist is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Creating and Publishing Digital Content, worked against Senior Intranet Content Strategist.

Creating and Publishing Digital Content Level 3

Applied to your work in Senior Intranet Content Strategist

This unit aims to provide learners with the practical skills to create and publish digital content using a range of current content creation tools. Learners will generate text, image, and video-based content and publish it effectively for a specific purpose. Upon completion, learners will be able to confidently produce and distribute digital content across various platforms.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

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See Your Progress Grow Illustration
Senior Intranet Content Strategist
  • Information Architecture (IA)
  • Taxonomy & Metadata Management
  • Content Lifecycle Management
  • UX Writing & User-Centred Design (UCD)
  • Knowledge Audits & Gap Analysis
  • Change Management & Adoption
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Senior Intranet Content Strategist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Lead Knowledge & Content Architect (L4)

    3-5 years

    You'd move from owning specific content experiences to owning the entire system. This means designing the enterprise taxonomy, the overarching metadata schema, and the full governance model. You'll be thinking about how all knowledge systems (intranet, wiki, LMS) fit together. You'll also likely lead a small team of content specialists.

    • Advanced Enterprise Search Configuration (e.g., Coveo, Sinequa)
    • Data Modelling for Knowledge Bases
    • Complex Systems Integration Planning
    • Budget Management (up to £500K)

  2. Manager, Digital Employee Experience (L5)

    4-6 years

    This is a direct management path. You'd be leading a team of content strategists and coordinators, setting the intranet's strategic goals, and owning the overall digital employee experience function. You'd be less hands-on with content creation and more focused on people, strategy, and operations.

    • Digital Employee Experience (DEX) Strategy
    • Vendor Relationship Management at a strategic level
    • Change Leadership for large-scale digital initiatives
    • P&L Ownership for the DEX function
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, managing intranet content can be a grind. But what if you could offload the tedious bits and focus on the really strategic stuff? Our Knowledge Management team is all-in on using AI to make your job smarter, faster, and frankly, a lot more interesting.

We're not just talking about buzzwords here. We're actively integrating AI tools into our daily workflows to automate the repetitive tasks that eat up your time, freeing you up to focus on designing brilliant user experiences and solving complex information problems. Think less 'content janitor', more 'content architect'.

First Draft Automation

Use generative AI to take a messy bullet-point list, a meeting transcript, or even a rough outline from a Subject Matter Expert and instantly generate a well-structured, clearly written first draft of an intranet page, news article, or FAQ. You'll then refine it, adding your strategic touch and brand voice.

Intelligent Auto-Tagging

Imagine an AI tool that reads new content upon upload and automatically suggests relevant metadata tags based on our enterprise taxonomy. This ensures content is findable and correctly categorised from day one, saving you the manual effort and improving search results for everyone. You'll review and approve the suggestions, of course.

Search Gap Analysis

Stop guessing what users can't find. Use AI to analyse thousands of failed search queries, clustering them into actionable themes (e.g., 'questions about parental leave,' 'confusion about expense policy'). This gives you a data-driven, prioritised list of content gaps to fill, helping you proactively build what's needed.

Content Health Monitor

Leverage AI-powered checks that automatically scan the intranet for broken links, identify duplicate or near-duplicate content, and flag pages with low engagement that are prime candidates for archival. This automates the tedious 'content rot' audit, keeping our knowledge base fresh and trustworthy.

Common questions

Common questions

How do you become a Senior Intranet Content Strategist?

Common routes in include Intranet Content Coordinator (2-3 years), UX Writer / Content Designer (3-4 years) and Junior Knowledge Analyst / Specialist (3-4 years). Times vary with prior experience.

Where can a Senior Intranet Content Strategist progress to?

This role can lead on to Lead Knowledge & Content Architect (3-5 years) and Manager, Digital Employee Experience (4-6 years), depending on the skills you build.

What new skills matter most for a Senior Intranet Content Strategist?

Increasingly, Prompt Engineering & LLM Integration and Data Storytelling for KM. These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in knowledge management

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built here, information architecture, UX writing, content strategy, stakeholder management, and using data to improve user experience, carry across fields. They can lead to UX design, product management for internal tools, technical writing leadership, or digital marketing roles focused on content strategy.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Senior Intranet Content Strategist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.