I have experience at building companies in spaces where our innovation was not 1) widely understood, and 2) actively sought by the prospects (i.e., we had to create the market for it).

Podcasting and putting out some educational materials is a great start, which obviously doubles as lead generation for you if done well. Rule of thumb is to make sure that 80-90% of the time you're just putting out good info and not expressly soliciting business.

The other important undertaking before you is to distill your value proposition to a point where people DO understand how it works without a lot of education. This will take a lot of trial and error, but how well you can translate the technical aspects of your field into something that can be well-understood by the mass market will be a key success factor for you.

Which are you more likely to buy: "fused deposition modeling technology," or a "3D Printer?" Find the parallel for your field and it will add serious rocket fuel to all of your marketing and education efforts.

Good luck!