Knotch’s guide to hiring a Content Architect

Brands investing in storytelling: It’s all over the headlines. And at Knotch, we couldn’t agree more on its importance. But as you may have read, we are also very bullish on the idea of a “Content Architect” being one of 2026’s hottest jobs. In today’s AI-first landscape, storytelling needs a foundation that’s simultaneously solid and able to shift ahead of fast-moving trends in audiences and technology.

As the importance of a Content Architect gains traction across marketing teams in 2026, spurred by the steady march of AI into every function of how brands operate, perhaps you want to think about bringing one on board. But hiring the right person requires ensuring you find someone who can orchestrate content structures, systems, and strategies that deliver measurable impact.  

To get you started, we’ve created a hiring guide designed to help talent teams identify strong candidates, ask the right questions, and avoid common pitfalls.

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^{Start with the resume: Here’s what to look for}

This can be tricky, because chances are, no candidate who applies will have had the title of Content Architect before. But you’re not looking for a typical content creator or strategist. The ideal Content Architects are systems thinkers with both strategic and technical fluency. Resumes should reflect this hybrid expertise if they’re going to make it to an interview.

1. Cross-functional experience

Top candidates often come from roles that combine editorial, technical, and operational responsibilities. These might include:

• Content Strategy
• UX or Information Architecture
• Content Operations
• Lifecycle or Experience Design
• Marketing Analytics  

Look for roles that illustrate collaboration across teams (UX, product, analytics, editorial). And if someone has had roles in more than one of these areas? That’s a sign that they may well have the breadth of expertise you need.

2. Evidence of structured thinking and systems design

A strong resume will feature:

• Content model design
• Taxonomy or metadata frameworks
• Journey maps and governance frameworks
• Structured content or modular content systems
• CMS strategy and implementation experience  

These are core to the “architect” part of the title. They show that the candidate can go beyond writing into designing how content works across platforms.

3. Measurable results

Impact matters. The resume should highlight:

• Measured improvements in content discoverability, engagement, or reuse
• Reductions in content production friction
• Increased workflow efficiency
• Better personalization outcomes
• Analytics-driven optimization outcomes  

Quantified results signal that the candidate can translate strategic thinking into business value.

4. Technical and analytical skills

While not necessarily full developers (though we’ve met a few developers who have become top-notch content professionals), candidates should demonstrate familiarity with technical workflows like:

• Content Management Systems (CMS)
• Analytics tools & data interpretation
• SEO fundamentals
• Structured content frameworks
• UX and IA principles  

Bonus: Look for resumes that mention tooling like taxonomy management, workflow platforms, or content performance dashboards.

5. A clear narrative

A compelling resume tells a cohesive story (just like a Content Architect should do for your brand). It should link strategic thinking with rigorous execution. It should avoid generic marketing fluff and instead focus on purposeful actions and outcomes.  

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Interview questions to ask (and what the responses reveal)

When you get candidates on the phone, on Zoom, or in the room, the right questions will reveal their thought and work processes, rather than simply test knowledge.

Strategic and systems thinking

1. “Walk me through a content architecture that you designed. What problem were you solving, and what was the outcome?”
   Reveals systems thinking, problem framing, and results orientation.
2. “How do you decide what content should be reusable vs. unique?”
   Shows understanding of modularity and efficiency.
3. “How do you balance editorial quality with scalable structures?”
   Tests strategic judgment between creativity and governance.

Cross-functional collaboration

4. “Tell me about a time you aligned multiple teams (e.g., product, UX, analytics) on a common content framework.”
   Shows leadership and influence without direct authority.
5. “How have you handled disagreements on content strategy or structure?”
   Assesses conflict navigation and collaboration skills.

Technical and analytical fluency

6. “What tools or methodologies have you used for content modeling or taxonomy?”
   Evaluates familiarity with core systems and frameworks.
7. “How do you measure the effectiveness of a content architecture?”
   Looks for analytical rigor and business-oriented metrics.

Scenario and problem solving

8. “If our analytics show that most AI-driven discovery bypasses our homepage, how would you rethink our content structure?”
   Tests agility with real business problems. This is particularly relevant given trends in search and AI discovery.  

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Red flags to watch for

Hiring a Content Architect is high-stakes. It’s a senior role with considerable responsibility, and at the same time (as we mentioned before) it’s very unlikely that anyone you interview will have had that title before. Luckily, there are some common resume or interview signs that can predict struggles later on.

1. Too narrow a background

Content architects need depth and breadth of experience. Be wary of:

• Pure writers with no structural experience
• Strategists without systems or technical exposure
• Candidates who haven’t worked cross-functionally

These may signal someone better suited for content creation or management – but not architecture.

2. Lack of measurable impact

If achievements are vague (“improved content engagement”) without metrics, it suggests:

• A focus on tasks over outcomes
• Weak analytical thinking

Great candidates can point to real impact, not just responsibilities.

3. Jargon without substance

Talking about taxonomies or governance without being able to provide concrete examples often indicates superficial familiarity, not real expertise.

4. Avoids tough questions

When asked to critique a flawed content system or describe a real challenge, a weak candidate will:

• Dodge specifics
• Stay high-level
• Lack clear process insight

This is obviously a red flag in any interview for any kind of candidate. But for a Content Architect specifically, this suggests they may struggle with ambiguity and problem-solving, and those are both core to this role.

5. No growth or learning trajectory

The best Content Architects evolve – indeed, they’ll be evolving right into this new role rooted in the AI era, and it will likely involve being ready for change and further evolution at any time. That means their resume must show a history of taking on new challenges, learning tools, and expanding perspectives. A static career path without progressive complexity is a concern.

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Wait a moment – maybe you already employ this person!

Many organizations already have the makings of a strong Content Architect within their employee ranks. This person might be found in an unusual location. Look beyond job titles and seek out individuals who naturally think beyond individual assets, and ask questions about structure, reuse, governance, and measurement. These are often people who bridge gaps between editorial, UX, analytics, and technology; they go beyond making content perform and instead are curious about why it performs the way it does. They proactively improve systems rather than just execute within them.

And, there’s a bonus: Making an internal hire for a Content Architect means, quite likely, that you’re moving someone into the role who already understands your brand, its voice, and its nuances. That cuts out some potentially lengthy onboarding, and lets them cut right to the chase.

If someone within your org chart is already mapping journeys, advocating for structured content, experimenting with performance data to inform decisions, or informally “translating” between creative and technical teams, you may be looking at a Content Architect in practice. They may have jumped into it proactively to fill the need – and they can grow into the role with the right mandate and support.

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Ready to post that JD?

Hiring for a Content Architect means redefining what you look for in content leadership. In the past, you may have hired someone primarily to oversee a blog or manage an editorial calendar; now, you’re hiring a systems designer who can connect content to business outcomes, structure complexity, and lead cross-disciplinary alignment.  

Focus on resumes that demonstrate structured thinking and measurable impact. Ask interview questions that reveal strategic judgment, operational savvy, and analytical depth. And most importantly, stay alert for red flags that signal a mismatch between description and real capability.

Done well, adding a Content Architect to your team can be transformative. With a Content Architect, you’ll be empowered to turn fragmented content efforts into scalable, strategic engines of engagement and growth.

Published on February 4, 2026

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