This is a problem I envisage for a new project I'm working on. I don't trust the blogsphere enough to rely on editorial. Nor do I see any way to win in the search engines for specific terms as its an original concept. Normally I just seo my sites to hell and rely purely on organic search traffic. But what to do when that wont work and the blogsphere is so fickle. It's a good question and when you find the solution let me know as I'm going to face the same.