Paul Jarvis is a best-selling author and designer. He writes weekly for his popular newsletter and runs an online course on becoming a better freelancer. Effective content is writing that engages, entertains, and – most of all – achieves your business goals. First, what is effective content? Effective content is writing that engages, entertains, and– most of all– achieves your business goals, such as closing sales, getting mailing list signups, etc.