Find a niche area of the industry or something you are passionate about and write as much unique content as possible. Keep your information honest and forthright and visitors will appreciate what you have to say and probably come back for more. If you are in it for the long-haul, this will be the best way to build a site that people can trust and utilize as a resource over and over again.
If you are in it for the short term then you may want to consider going after the freebies and bonus chasers. Just know that those people are much less likely to become loyal players on whatever site you send them too, so their long-term profitability is limited.