I think I mentioned this before but they should focus on analytical and background pieces. The origin story they did on Martinelli or taking a tactical/analytical look at games are the ones that differentiate them from the tabloid garbage.
A piece on Ceballos scratching Luiz in training is not what is not what I'd imagine people pay for, especially since those bits of news end up being filtered onto twitter anyway.
The problem is Ornstein and Gunnerblog are not exactly gifted writers or particularly insightful, they deal in gossip. Amy Lawrence is the only one with any sort of real background in that area and I find her quite unimaginative.