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Variables allow you to swap out small parts of content for different publications. They are very useful when you have topics that you want to reuse, but need to have parts of the text changed, such as product names.

For example, let's say you have a topic and you insert the product name "Acme 100" as plain text. By adding it as plain text, you have limited where the topic can be reused, as it is specific to the "Acme 100" and so cannot be used for other products. But if you use a variable to set the product name, you can reuse the topic and tell Paligo which product name to use each time you publish.