For truly flowing text you want to use XML, and I can't help with that.
You can also use Data Merge (the help files explain this very well) and apply the styling you need to the field tags in your template. Each record becomes a separate text frame (possibly overset), but they can be stitched together using a script from Rorohiko.com. I use this method to do an annual directory for a local antique dealers association, and it works well on that scale (less than 200 records, with variable length content in about a dozen fields). For something truly large, I'd learn XML.
It's not a fully automated solution, but it's pretty close. I watched and followed this GREP tutorial by Michael Murphy at Lynda.com back when I had a free trial period. I've never had occasion to put it into practice, so sadly it's largely forgotten. It's here in Section 6.
Thank you both for the ideas. I have a Lynda.com subscription and just watched the videos. I believe this will accomplish exactly what I need. Thanks.