Unique visual design. Appearance of exclusivity. Induce the user to pay something of value for it. Expunge "smells like a blog post" signifiers like a prominent date, comments enabled, etc.

Use forms of content which haven't been played out yet -- those obnoxious infographics, for example, work partially because they were fresher than blog posts. (Thankfully they're on the way out, but they really pushed the buttons of some people whose buttons are valuable to push.) One can imagine doing this in a value-creating way, e.g. by using purpose-built software as content.

Attach signals of social proof and/or authority to the content. People's perceptions of value are not dominated by content quality. Let me say that again since engineers need to hear it: people's perceptions of value are not dominated by content quality. For example, if your CEO is writing something and he has previously been published in the New York Times, you probably want to mention that. If the things you are saying are the hard-won experiences you got from 10 years at selling your software to thousands of happy customers, you probably want to mention that. etc, etc.