Hi @samflyn
You would have to implement the shortening of URL to remove the /content from the sitemap generation. This can be handle by the following ways:-
1. Using sling mapping by setting node definition under /etc/map/https
2. Using sling resource resolver rules. Using the web console (for example, localhost:4502/system/console/configMgr) you can configure the Sling Resource Resolver:
Apache Sling Resource Resolver Factory
(org.apache.sling.jcr.resource.internal.JcrResourceResolverFactoryImpl).
Here are the some links that you can follow to implement the shortening of URL in the sitemap.
https://experienceleague.adobe.com/docs/experience-manager-cloud-service/content/overview/seo-and-url-management.html?lang=en
https://experienceleague.adobe.com/docs/experience-manager-learn/sites/seo/sitemaps.html?lang=en
https://blog.3sharecorp.com/shortening-urls-in-aem
Hope this helps.