It's a fancy name for what is simply 'article marketing' i.e. submitting articles with your links to article directories.
Yes, it is a fancy name for article marketing. As everyone is now trying to succeed with bum marketing, it is getting a lot harder to make money with, although it still does work (just not as good as before).
Used by those in the affiliate marketing industry Submit an article ( good quality obviously) to article directories. When the SE's pick up and place it on top for certain keywords, people will come to the page. If they buy a product through your affiliate link ( placed in the article), you get a sale. Works when the article becomes an authoritative one. Traffic to it will never stop, even in the long run, and you will keep getting the odd sale every now and then.
Using free methods such as article writing and Squidoo lenses to turn a profit through affiliate marketing, read this: Bum Marketing