Easy. Just work out what it is they want and give it to them. There - you've done it already. If you think of the sites you use each day, which do you find the most satisfying and why? Chances are that the reason you continue to use them is for one of two reasons:
1. There is no alternative (or you're not dissatisfied enough to find an alternative).
2. It does what you need it to do when you need it at an acceptable cost to you.
Now, for all sorts of reasons we'd all want to be the owners of sites that fall into category 1, but increasingly that category will decrease as time goes by. But for the rest of us, we need to provide information and service at the right level and right time just to stay in the game.
With the speed of technological change and user expectation this can be daunting, but remember the following:
Provide relevant and compelling content.
Add value to it by commenting, interpreting or editing.
Give opportunity for users/customers/readers to be part of the process.
Start a conversation - but be the authority.
It's really that simple - and that's where the challenge starts...