Research Objective

1. Identify and solidify content strengths
​2. Discover and fill insufficient content

Process - Research Summary

Company Overview

1.1 Billion

Blizzard ​Annual Revenue

Hearthstone ​Makes

240 Million
Competitive Analysis

Magic the 

Gathering
Similar
​Revenue
​Digital &
​Physical
Content Audit

​Categorized

38 Sections

800 - 1000 Pages

6%

​in detail
Content Assessment

90%

75%

95%

​contains interactions

​for potential buyers
​
have clear Call-to-Actions
SEO Audit
Great search results
Awesome fan sites

Process - Research Analysis

Proper Chunking
1. Content hierarchy
2. Header icons
3. Paragraph emphasis
​4. Bullet points
F-Shape Comparison
Hearthstone has clear f-shape pattern versus Magic the Gathering's lack of any significant pattern
Call-to-Action Comparison
Hearthstone has precise call-to-action buttons versus Magic the Gathering's generic "learn more" buttons

Process - SEO Audit

Case Study - Gifting Options
Hearthstone performed well in several search queries except gifting
Not only does Blizzard lack gifting options, 3rd-party sites offered answers to the question instead of the official site
Content Suggestion for Gifting Options
Imitate other Blizzard properties
Blizzard should also make a blog post about the gifting option based on the strategy, for example, gifting is coming soon, gifting is in the works, or gifting is never coming

​Content Strategy Statement