Suppose your university has two campuses. You want to make course experiences between campuses consistent.
There are differences between the campuses, however. Suppose students want help with their writing. You want the site to tell them to go to one place on one campus, and a different place on the other campus.
When you write a lesson, you can type:
Get help with your writing
You define what "[campus-writing-center]" is, so that on one campus, students see:
You can get help with your writing at the Writing Center in Kresge Library.
On the other, students see:
You can get help with your writing at the Writing Co-op, 211 Monty Hall.
Notice that the text is seamless for students. They don't know that anything special happened. It just works.
Also notice that using tokens, as things like "[campus-writing-center]" are called, isn't difficult. Non-technical people can learn how to use tokens.