From tone of voice to mobile thought leadership – new Linstock insights

Published: 11 October 2018

As always, we love to hear your feedback on our research – and any suggestions for future exploration.

At Linstock we’re busy working on thought leadership projects of our own, which we believe will prove interesting and useful to practitioners across the communications and marketing industry. Keep your eyes peeled!

Putting our tone of voice findings to the test – download now

A few months ago we published research which found that an overly male tone may hinder written thought leadership’s ability to achieve the collaboration and engagement its authors crave. Our analysis of 100 reports from some of the UK’s leading firms found that a majority (58%) of thought leadership copy is written in a male tone. A minority (38%) is written in the female tone, with only a small proportion (5%) written in a neutral tone, which blends the two.

The findings suggest that a great deal of thought leadership content could be in a style that may unwittingly discourage collaboration and engagement. But which tone of voice do professional audiences actually prefer? We conducted our own experiment to try and find out.

The results of this research have just been published. Download our new paper to take a closer look.

Mobilise your thought leadership – coming soon

We now hold the world in our hand. Given the ubiquity of smartphones and hand-held devices, more of our life is going mobile. Whether it be banking, communicating or monitoring our health and fitness.

The information available at our fingertips today is vast. However, while companies have seen the opportunity to use mobile marketing tactics to increase sales and improve brand awareness, very few organisations are utilising mobile for thought leadership purposes.

Later this year, Linstock will publish a paper which aims to help communications professionals harness the power of mobile to make the most of their thought leadership insights. It will offer some recommendations based not only on best practice but also drawing on emerging theories from the world of behavioural science.

As always, we love to hear your feedback on our research – and any suggestions for future exploration. Please feel free to get in touch at, or give us a call.

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