{"id":109212,"date":"2024-07-18T22:30:18","date_gmt":"2024-07-19T02:30:18","guid":{"rendered":"https:\/\/wpvip.com\/?post_type=case-study&#038;p=109212"},"modified":"2026-04-21T06:12:43","modified_gmt":"2026-04-21T10:12:43","slug":"swi-swiss-info","status":"publish","type":"case-study","link":"https:\/\/wpvip.com\/case-studies\/swi-swiss-info\/","title":{"rendered":"Why SWI swissinfo.ch Migrated Its News Service to WordPress and WordPress VIP"},"content":{"rendered":"\n\n\n<p class=\"is-style-introduction\">SWI swissinfo.ch is the international service of the Swiss Broadcasting Corporation, bringing the \u201cSwiss perspective\u201d to audiences in 10 languages around the world through online storytelling.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cWe\u2019re very similar to the BBC World Service, just much smaller&#8230;In coverage and debates on our website or in conversations across social media platforms, we aim to reflect the diversity of a Swiss audience abroad, enabling understanding of Switzerland\u2019s role in a global society.\u201d<\/p><cite>Veronica DeVore, Head of Audience at SWI<\/cite><\/blockquote><\/figure>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"is-style-support-text-2\">Key Challenges<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Linguistic diversity<\/li>\n\n\n\n<li>Article recirculation<\/li>\n\n\n\n<li>Changing how content is displayed<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-support-text-2\">Key Results<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>1 million images, 300,000 articles migrated<\/li>\n\n\n\n<li>Auto-translation of content for 10 languages<\/li>\n\n\n\n<li>Better management of diverse content for a global audience<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator alignfull has-alpha-channel-opacity\"\/>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Challenges in delivering journalism to digital audiences<\/strong><\/h2>\n\n\n\n<p>Like many media organizations and newsrooms at the intersection of tech and editorial, SWI found themselves severely limited by their content management system. Everything from implementing linguistic diversity and promoting <a href=\"https:\/\/www.parse.ly\/glossary\/recirculation-rate\/#:~:text=Recirculation%20rate%20measures%20the%20percentage,particular%20post%20on%20your%20site.\" target=\"_blank\" rel=\"noopener\">article recirculation<\/a> to displaying news content to audiences were digital challenges for SWI content creators and developers alike.<\/p>\n\n\n\n<p>After researching options with the help of their technical implementation partner Syde, SWI began an 18-month migration to <a href=\"https:\/\/wpvip.com\/\">WordPress VIP<\/a>, which was completed in February 2024.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Technological migration and challenges<\/strong><\/h3>\n\n\n\n<p>SWI\u2019s transition to WordPress VIP was a seamless yet complex process of migrating about 1 million images and 300,000 articles. The move was aimed at improving operational efficiency and addressing the multilingual nature of SWI\u2019s audience.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cWhat\u2019s special about SWI is that their WordPress is embedded in a system of microservices hosted on Amazon Web Services&#8230;making the project highly API-driven. Here, the <a href=\"https:\/\/wpvip.com\/glossary\/wordpress-rest-api-for-the-enterprise\/\">WordPress REST API<\/a> played a key part.\u201d<\/p><cite>Thomas Weichselbaumer, full stack developer at Syde<\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Innovative solutions for multilingual engagement<\/strong><\/h2>\n\n\n\n<p>SWI content must be adapted into many languages, starting with an original version and then up to nine additional language versions. The ability to transcend language barriers was also key to enabling discussions among SWI readers.<strong> <\/strong>&nbsp;\u201cWe wanted to offer our audiences the ability to discuss or debate topics that we cover with our journalists, in multiple languages\u201d says DeVore.&nbsp;<\/p>\n\n\n\n<p>Addressing the challenge of engaging diverse audiences, SWI implemented a <a href=\"https:\/\/wpvip.com\/event\/multilingual-wordpress\/\">multilingual WordPress plugin<\/a> and an AI-driven commenting system. This setup not only facilitates content management across different languages but also enhances user interaction by synchronizing and translating comments in those languages.<\/p>\n\n\n\n<p>The innovative use of AI to manage and translate user comments reflects a forward-thinking approach to global audience engagement, ensuring inclusivity and interaction regardless of language barriers.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cIt\u2019s very easy for our journalists to automatically create article translations right in the blog editor&#8230;I really like that. For example, when someone posts a comment on the English site, we translate it into all languages. In-CMS translation options make our workflows easier.\u201d<\/p><cite>Veronica DeVore, Head of Audience at SWI<\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Content engagement strategies, including article recirculation<\/strong><\/h2>\n\n\n\n<p>\u201cSo many of our international readers find us via search, via social,\u201d says DeVore. \u201cThe big question is how do we keep them interested in what we have and show them more once they\u2019re with us?\u201d<\/p>\n\n\n\n<p>To increase user engagement by driving further readership, SWI deployed interactive widgets that dynamically display the most watched videos and deeply read stories by visitors. Leveraging the <a href=\"https:\/\/www.parse.ly\/parse-ly-api\/\" target=\"_blank\" rel=\"noopener\">Parse.ly Content API<\/a>, these widgets attract and retain user attention by highlighting and surfacing engaging and evergreen content based on what users are consuming.<\/p>\n\n\n\n<p>\u201cWe borrowed one<em> <\/em>widget, <em>Deeply Read,<\/em> from <em>The Guardian<\/em>,\u201d says DeVore. \u201cThey did a metric that we liked, which shows not only how often people click on something, but in fact <a href=\"https:\/\/www.parse.ly\/three-ways-value-engaged-time\/\" target=\"_blank\" rel=\"noopener\">how much time they\u2019re spending<\/a> with that piece of content.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Customization and flexibility in content management<\/strong><\/h2>\n\n\n\n<p>Migrating to WordPress enabled SWI to develop <a href=\"https:\/\/wpvip.com\/2024\/05\/14\/reasons-love-wordpress-gutenberg-editor\/\">custom blocks<\/a> for their website, making it easier for content creators to arrange content on their homepage and other key pages. Further, this robust customization enhances the site\u2019s navigability and aesthetic appeal.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cTo allow SWI to quickly arrange content on a new page, especially the front page and showcase the most important articles, we developed a range of custom blocks called \u2018teaser blocks\u2019 with different layouts&#8230;They make it very flexible to compose the front page.\u201d<\/p><cite>Thomas Weichselbaumer, full stack developer at Syde<\/cite><\/blockquote><\/figure>\n\n\n\n<p>Examples like these underscore the importance of flexibility in content management systems. SWI and Syde were able to imagine a way to deliver content\u2014and then build it exactly the way they wanted with those custom blocks.&nbsp;<\/p>\n\n\n\n<p>It\u2019s a case study in how media organizations can tailor their digital presence to better meet editorial needs and user preferences alike.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>All the news that\u2019s fit to translate<\/strong><\/h2>\n\n\n\n<p>Underscoring the importance of technological adaptability in today\u2019s media landscape, the migration to WordPress, and WordPress VIP, while challenging in scope, was crucial for SWI to better manage diverse content and cater to its global audience.\u201cThe actual rollout, switchover, and teaching journalists [how to use the new CMS] was very smooth,\u201d DeVore said. \u201cWe now can showcase our best work every day.\u201d<\/p>\n\n\n\n<p><strong><em>Note<\/em><\/strong><em>: SWI presented this case study as part of their presentation \u201cConnecting Cultures at SWI\u2014The Journey to International Audience Engagement\u201d at WordCamp Europe 2024 in Torino, Italy.<\/em> <em>See the recording of their presentation below:<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Connecting cultures at SWI Swissinfo.ch\" title=\"Connecting cultures at SWI Swissinfo.ch\" src=\"https:\/\/player.vimeo.com\/video\/986867490?dnt=1&#038;amp%3Bapp_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-group is-style-padding-1 related-content-block is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator aligncenter has-alpha-channel-opacity is-style-bold-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading is-style-support-text-1 is-style-supporting has-heading-3-font-size\">Related content<\/h2>\n\n\n\n<div class=\"wp-block-columns is-style-columns-no-gap is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:42%\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" height=\"580\" width=\"1032\" loading=\"lazy\" src=\"https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?w=1032\" alt=\"A person holds a tablet displaying a digital guide titled \u201cMigrating to WordPress VIP \u2014 Move Fast Without Breaking Things.\u201d The cover features a stylized gold and white illustration of a suspension bridge on a dark gray background, with the WordPress VIP logo at the top. The layout conveys reliability, connection, and technical sophistication, symbolizing seamless migration and stability.\" class=\"wp-image-127765\" style=\"aspect-ratio:16\/9;object-fit:cover\" srcset=\"https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg 1800w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=120,67 120w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=280,157 280w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=768,432 768w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=1032,580 1032w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=1536,864 1536w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=416,234 416w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=829,466 829w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=930,523 930w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=320,180 320w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=480,270 480w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=960,540 960w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=660,371 660w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=850,478 850w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=720,405 720w, https:\/\/wpvip.com\/wp-content\/uploads\/sites\/3\/2025\/10\/migration-guide.jpg?resize=700,394 700w\" sizes=\"auto, (max-width: 1032px) 100vw, 1032px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:58%\">\n<div class=\"wp-block-group is-style-spacing-between-x-small is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-dd225191 wp-block-group-is-layout-flex\" style=\"min-height:50%\">\n<p class=\"is-style-display\" style=\"color:var(--wp--custom--text--primary)\">The Ultimate Guide to Migrating Your Website to WordPress VIP<\/p>\n\n\n\n<div class=\"wp-block-buttons is-style-reduce-spacing-and-outline is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-tertiary\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/wpvip.com\/resource\/website-migration-guide-wordpress-vip\/\">Read the guide<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-alpha-channel-opacity\"\/>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover how SWI swissinfo.ch improved global audience engagement by migrating to WordPress VIP. <\/p>\n","protected":false},"featured_media":116184,"template":"","meta":{"_vip_toc_block":true,"_vip_toc_headings":"","jetpack_post_was_ever_published":false,"_company":"Swiss Broadcasting 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