I would definitely go for creating plugins for popular content management systems. You can then optimize landing pages for each CMS - people searching for "generate PDF from WordPress" etc.
People using a CMS solution are a really great market for you. They may well be on hosting that does not allow them to install serverside components to make generating PDFs easier. They may also have limited development skills - being more web designers or front end developers, so they couldn't solve this problem themselves.
You may well be able to get your plugin listed in the marketplace's or addon listings for the CMS solutions you are targeting, especially if there is some free limited mode.
As for advertising your product places. One way to not be spammy is to keep an eye on forums for people asking how to generate a PDF from their application. You then reply with how they would do that themselves via some open source script or whatever for their particular platform. It's a PITA on most platforms, so you can then drop in at the end that you have a service that does this. So you have given them some info on how to DIY as this is your specialist subject, but also dropped in a link for an easier way to do it via your service.
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I would definitely go for creating plugins for popular content management systems. You can then optimize landing pages for each CMS - people searching for "generate PDF from WordPress" etc.
People using a CMS solution are a really great market for you. They may well be on hosting that does not allow them to install serverside components to make generating PDFs easier. They may also have limited development skills - being more web designers or front end developers, so they couldn't solve this problem themselves.
You may well be able to get your plugin listed in the marketplace's or addon listings for the CMS solutions you are targeting, especially if there is some free limited mode.
As for advertising your product places. One way to not be spammy is to keep an eye on forums for people asking how to generate a PDF from their application. You then reply with how they would do that themselves via some open source script or whatever for their particular platform. It's a PITA on most platforms, so you can then drop in at the end that you have a service that does this. So you have given them some info on how to DIY as this is your specialist subject, but also dropped in a link for an easier way to do it via your service.