Lore doesn’t count as content for the game. If it’s not added to the game itself, then it’s not content. And new maps are hardly new content either, because the maps in this game are nothing more than new skins for the limited amount of game modes. If maps weren’t limited to one game mode per map, then maybe new maps would count. As for heroes, I would hardly count those as new content either, as most new heroes have like 1 unique thing about them, while the rest of their abilities already exist in the game in some capacity.
EDIT: And cosmetic items are not content. Content adds or subtracts from the game and usually gives you something new to do, cosmetic items don’t do this.