I don't think I am short on content or that quality is an issue, but I appreciate that it could be for some who have been relying on their domain name for their rankings.
My problem is that I can't compete with the overall content of much larger sites, even though mine is tailored to what the domain name and keyword are about. But being No2 is as I said not a disaster, users can see that one is a multinational site and the other is local and they can make their own choice.
I don't use ezine because I don't write articles.