I think you'll get a better answer from the Paizo staff, but if you're writing a novel based on someone else's intellectual property for profit, that's a problem. The open game licence has to do with the game system, going back to D&D and WotC. Stuff like their AP's, Golarion, etc are not covered by that. If you're writing something inspired by an AP that's one thing, but just taking existing material and changing the names is probably both not very creative and a violation of their intellectual property.
I'm not a lawyer, but I suggest you contact Paizo directly.
Creative Director
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You would be violating copyright if you wrote a novel based on Rise of the Runelords and then published it to make money in the same way you would if you wrote a Star Wars or Iron Man novel and then published it on your own.
If you want to write a novel for publication, you can NOT use any of our content at all, more or less, since the only part of what we publish that's covered by the OGL is, pretty much, the rules, not the flavor text.
What James said. The Community Use Policy does, however, allow you to write fictional works based off of Paizo's IP, but it is for personal purposes only, not commercial (i.e., you can't make money off of it).