In my experience it does work in Word 2013, but I prefer to use a mapped content control. Pasting as a link gives you a one-way update. IMO, it is much simpler and cleaner. Once you have mapped a content control in Word, you can just copy and paste within the same document. Mapped controls update all versions of the control from a change in any.

• Repeating Data Using Document Properties Content Controls and Other Mapped Content Controls
• Mapped Content Controls
• Content Control Tools
• Insert Content Control Add-In by Graham Mayor, MVP