Intranet Content Strategy and Content Management

A robust content strategy is based on understanding the needs of users and the objectives of communicators and content owners.  We will conduct a discovery phase that takes into account what employees need to get out of their content, as well as what publishers across key functions hope to achieve. We'll remotely interview users and key stakeholders, either as part of a wider discovery piece, or specifically for the content strategy. We'll also hold a workshop with the comms team to understand their perspective.

We will leverage aspects of our Governance Accelerator model to define publishing models and a governance framework to provide clarity over roles and responsibilities, as well as analyse samples of content to evaluate their effectiveness under AI retrieval. We will then hold a further online content strategy workshop with the comms or intranet team to confirm and refine approaches.  Finally, we will then document the content strategy and provide a summary presentation.

Just get in contact and we can discuss your requirement. If you'd like to go ahead we'll issue you with a statement of work and we can start as soon as we've got a signature.

Intranet content strategy explained

What is an intranet content strategy?
An intranet content strategy is a structured plan that defines what content your intranet needs, how it should be organised, who is responsible for it, and how it should be governed and maintained over time. A good intranet content strategy also addresses AI retrieval – ensuring content is structured so that AI tools produce accurate, reliable answers rather than surfacing outdated or conflicting information.

What is intranet content management?
Intranet content management is the ongoing practice of creating, reviewing, maintaining, and retiring content on your intranet. It includes defining ownership, setting review cycles, applying publishing guidelines, and ensuring content remains findable and accurate. Without active content management, intranets degenerate: content grows stale, findability falls, and in AI-enabled environments, the risk of misinformation rises.

What are intranet content best practices?
The most important intranet content best practices are: clear ownership (every piece of content has a named owner), regular review cycles, plain-language writing, consistent structure that supports both employee findability and AI retrieval, and a defined publishing boundary that separates authoritative content from working documents. Content guidelines and content types should be defined as part of the content strategy so publishers have clarity from day one.

What content types does an intranet need?
Common intranet content types include policies and procedures, news and announcements, how-to guides and task support content, team and department pages, people directories, and reference documents. A content strategy defines which types are needed, who owns each, and how they should be written and maintained – including the structural and formatting standards that make content reliably machine-readable for AI retrieval.