Hi Simon.. Firstly, I would say that the content should more focused on what info the punter needs to decide a) if they will have a bet and if so b) what they will bet on
Once you have helped them with the above and they have decided upon their bet then they will be looking for c) the best odds on their bet
At which stage most sites will lose the traffic to an odds comparison site. (unless they have odds comparison built into their site using an affiliate progam like http://www.valuechecker.co.uk where they earn through their own affiliate links!!)
The actual key words you use will depend on the content you have of course. But typically things like “best bets on…” “….preview” etc. will drive the right traffic to those pages.