mhansen - 7:30 pm on Jul 8, 2011 (gmt 0)
I would find a way to use it as a doorway to other content. Strategically placing a few highly relevant links to other articles on your site might just be the ticket to reduce the bounce.
If nothing more, I would analyze the crap out of the search terms bringing people to the site and exploit those topics to no end, with related content. THEN I would link to them from within the main article.
If all else fails... instead of looking at what YOU should do, have a look at other SERPS for the same visitors, and see what THEY are doing with those visitors.