One possibility would be to use the process in the link with a single-column table (which might not even have a border). The problem with trying to do what you ask outside a structure such as a table is that you could end up losing the context the macro needs to use to control its running. This is liable to happen if, for example, there are other content controls later in the document. It also become more difficult to keep the content controls associated with a particular piece or reference text, for example.

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Cheers,
Paul Edstein
[Fmr MS MVP - Word]