def parseKeyValueToken(token):
    """Parses token content string into a parameter dictionary
    
    Args:        
        token (django.base.Token): Object representing the string content of
            the template tag. Key values are expected to be of the format         
            key1:value1 key2:value2,...

    Returns:
        A dictionary of key:value pairs
        
    Raises:
        ValueError: if token contents are not in key:val1 key:val2 .. format
        
    """
    split = token.split_contents()
    tag = split[0]
    args = split[1:]
    if "=" in "".join(args):
        raise ValueError(
            "Please use colon ':' instead of equals '=' to separate keys and values"
        )

    return dict([param.split(":") for param in args])