Our colleagues have already some great suggestions so i would just like to add an idea to this discussion. You could engage bloggers or resources related to your niche and try to convince them to be advocates of your campaign . Easier said than done right? This is a process as the sell should be later on in the relationship and reciprocation is to be initiated on your end first. Aside from the usual press release an engagement campaign would be beneficial if the resources are there. Bloggers and resource sites are always "jonzing" for content but you have to pass the initial blocks hence the need to form symbiotic relationships. I'm not suggesting link exchanges at all but offer them something beneficial to them something like sponsoring a meet up or event .
Hope this helps
