How to publish to iPad app and HTML5

We currently produce a bi-monthly newspaper using inDesign into a PDF.
We would like to take this and produce both an iPad app and also an HTML5 "responsive" website version of the same content.
How can this be done if at all?
Thanks,
Patrick

Thanks for the reply...
When you say "paid SEO", do you mean paying for AdWords?
And I am confused when you said:
Alternatively you can still use both versions on your website so that HTML content can be used for organic SEO and you can still use web viewer as an option to provide interactive content to the customer.
What do you mean by "both versions"?
Thanks...  

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