Linstock's research with financial advisers reveals a buoyant outlook for 2020.

Given the purpose of thought leadership is increasingly about driving collaboration, companies need to seriously consider the tone of their content.

Research from Linstock Communications showed that the majority of firms use an overly male tone in their online content and descriptions.

It’s important to remember that content can have a variety of tones, and that some written material will benefit from having a male tone of voice.

Research from Linstock Communications makes the case that many organizations tend to convey messages in a tone that evokes one gender, usually male.

New Linstock research finds the majority of firms could be repelling readers by using language that is too forceful in their thought leadership content.

Done well, thought leadership marketing demonstrates empathy with clients, and drive commercial success through the power of insight and ideas.

58 per cent of thought-leadership content uses a male tone, which Linstock said is assertive and discourages collaboration.