There are many different types and ways to marketing something, and I’ve read many books on the subject, including “buzz” marketing. Two categories of marketing are advertising and PR. Advertising is expensive. Getting mentioned in a popular blog can be expensive (to hire good PR people) but it doesn’t have to be. Pitching news to a journalist to write about your story / information is usually where people get things wrong. I just came across this article on what the author calls POV marketing. It’s a pretty nice summary with examples of how you should pitch your stories to bloggers if you want to get a write up.