That's what those who are trying to be their own ghostwriter ask me. They know that in order to get and grow reader attention their content has to stand out from similar material.
Well, one way is to analyze prose which is popular. That doesn't mean you have to like it or agree with its point of view. Instead, flip on your neutral switch and study the strategies and tactics which the author uses. When I taught Freshman Composition, I hammered the importance of both reading and deconstructing how authors did their work.
Another way is to try out these recommendations.
Milk insider information. Readers want to know what you know that they don't. That's called insider information. If you understand how getting into an Ivy school happens and it doesn't endanger your job, tell that story. With details.
Develop sources. The legal tabloid Abovethelaw.com thrives because it has developed sources in law schools and law firms. Those tipsters help ATL break news, plus provide the kind of coverage only those with sources can. Let readers know you have those sources and that they are credible.
Be personal. Readers want to find out more about you. Provide telling anecdotes which let them have a peek in. However, this shouldn't be self-indulgent.
Be somewhat contrarian. The TED Talks with the most reach take an unconventional stance. If the world is being told to eat more vegetables, the TED presenter will expose the perils of all that.
Wrap it up with an unusual call for action. Instead of rallying readers to contact their elected officials in Washington D.C. about eliminating poverty, tell them to hire a teen from the inner city. The boy or girl could mow their lawn or show them some cool dance moves for great exercise.
As you get better and better at being your own ghostwriter, you will intuitively know what makes you special with readers.