SIIA’s Content Division today announced results from a survey that shows the challenges and opportunities content creators have in aligning their organizations to keep up with fast-evolving platforms.

Most of the 85 publishing executives surveyed said their companies are thinking about how to publish their content across multiple platforms.When respondents were asked to name the “high priority” platforms they plan to focus on during 2012, the answers were extremely varied.

According to the results of the SIIA Content Platforms survey:

• About 60 percent of respondents classify tablet publishing, mobile publishing and/or launching new web-based products as a high priority;
• Forty-two percent prioritize licensing and syndication; • Nineteen percent prioritize video;
• Business-to-business (B2B) companies tend to prioritize new web-based products slightly above mobile and tablet publishing, whereas business-to-consumer (B2C) companies prioritize tablet publishing above all else;
• B2B companies are twice as likely to prioritize licensing and syndication versus their B2C counterparts;
• 50 percent of director-level individuals prioritize tablet publishing, versus 69 percent of C- and VP-level managers and their manager-level counterparts;
• Only 25 percent of individuals in sales roles prioritize tablet publishing, versus 70 percent of their marketing counterparts;
• 75 percent of individuals in sales roles prioritize web-based publishing—the highest of any group—versus 50 percent of their marketing counterparts.

The content platforms on which companies are currently publishing also vary. Overall, and by a fairly wide margin, companies are leveraging Apple platforms – the iPad and the iPhone. The survey found that 68 percent are currently publishing on the iPad and 58 percent on the iPhone. Meanwhile, 38 percent are publishing on Android-based phones, and 35 percent are publishing on Android-based tablets. Just 17 percent are leveraging Facebook (Open Graph), and 16 percent are publishing on the Kindle.

Large enterprise information and digital content companies are deploying more products and services on Apple, Android, Kindle and even Facebook than their SMB counterparts. And when it comes to developing apps for mobile and other platforms, B2C companies and large enterprise content companies are more likely to outsource than their B2B and SMB counterparts.

We conducted the survey to gain a greater understanding of publishers’ needs in advance of Content VIA Platforms, an all-new conference to help publishing, media and information companies design effective distribution strategies for mobile, social and other content distribution platforms. Full results of the survey will be released at Content Via Platforms, held May 9-10 in San Francisco.