In the 50th episode of the DesignRush Podcast, I had the pleasure of chatting with Luke Matthews, a LinkedIn ghostwriter and AI writing course creator.
Luke shared some eye-opening insights on remote work, leveraging AI, and building a personal brand that stands out among LinkedIn's 141+ million daily users.
Tune in to learn:
- The impact constant movement has on personal branding and professional growth
- How to build a powerful personal brand on LinkedIn by balancing the use of generative AI with a touch of humor
- How to navigate the political dark underbelly of being a social media influencer
Who Is Luke Matthews?
Luke Matthews isn't your average LinkedIn influencer. He's a nomadic professional who’s made a career out of ghostwriting and AI. Living in Paraguay and working remotely since 2016, Luke brings a unique perspective to personal branding and professional growth.
In 2024, incorporating generative AI into professional tasks, from marketing strategy to copy, doesn't feel like a trend but a necessity.
AI can streamline content creation, making it easier to maintain a consistent presence on LinkedIn.
The proof is in the numbers, as a DesignRush study found that 85% of digital agencies now use AI writing tools daily.
“It's understanding what AI can help you with. Say you're spending 30 to 45 minutes writing a post. You can cut that way down to 10-15 minutes within a couple of weeks. To me, that's a very good use of AI,” Luke starts.
Build Your Personal Brand on LinkedIn
Anyone who follows Luke on LinkedIn knows that his personal brand is all about authenticity — and in Luke’s case, it’s the funnier the better.
And it works.
Because in a sea of generic content, being genuine (and even a little weird) can help you stand out and attract meaningful connections.
And, so, it’s no wonder that 74% of LinkedIn users consider personalized content highly important.
“I came to LinkedIn from Instagram where on Instagram everything was very crafted. So the brands that I worked with on Instagram, it wasn't personal at all. My approach to LinkedIn was just that I'm not trying to portray anything except just my words and what I write. And for me as a writer, that worked well,” Luke stated.
Not sure which way is up when it comes to your personal branding? No worries. These branding agencies have got your back.
The Power of 30-Minute-a-Day LinkedIn Routine
With over 141 million daily users, LinkedIn is chock-full of professionals looking to expand their reach and influence.
Not to mention, LinkedIn has seen a 60% increase in content creation on its platform since 2020, which signifies its growing importance in the professional world.
Luke dropped a truth bomb when he said, “You can build an entire business by yourself with some robots.”
He’s talking about the delicate combo of AI and organic engagement. Spend just 30 minutes a day engaging on LinkedIn, and you might find doors opening you didn’t even know existed.
It sounds almost too good to be true, right? But it’s rooted in some solid facts. According to recent studies, 92% of consumers trust non-paid recommendations more than any other type of advertising.
This means your genuine, organic interactions on LinkedIn are incredibly valuable. I can streamline your workflow, allowing you to focus on creating authentic connections and valuable content.
Talk about a win/win scenario!
Luke Shares His Personal Journey of Overcoming Challenges
Throughout my conversation with Luke, I was struck by the fact that some of us are just built differently, with resilience and adaptability at our core (which Luke has in spades), and these qualities can be used to propel professional growth.
His nomadic lifestyle, moving around since childhood, has ingrained in him the ability to adapt quickly and thrive in new environments.
Luke states:
“And I think you test yourself enough in this life and you kind of gain some confidence. But if you don't keep testing yourself, you don't know. Like, can I do that again now? Or is that just something I did when I was 20?”
“No, I still got this. I can still go to a new country by myself, not know anybody test myself, and complete my goals. So I think at its core, that's what it was about for me. It's like, can I accomplish something when I have no excuses?”
Luke’s Take on Online Networking Is Spot-On
We all know that consistency and authentic interactions are the way to go in building a strong network on social media.
And it pays off: LinkedIn users are 20 times more likely to share a piece of content with their network compared to other platforms.
Luke equates his online connections to going to a coffee shop and mingling with fellow professionals, and I don’t think I’ve heard a better analogy than this yet.
He says:
“I think shifting to Instagram and LinkedIn, you do end up meeting more people living kind of the same lifestyle. I mean, I attribute my posting time on LinkedIn to going to a coffee shop because I do it almost every single day at the same time.”
“You see the same people posting at the same time and eventually, you know, you say hi in their comments, you say hi in the DMS and you make a connection and go from there. So I do think it makes it a heck of a lot easier to meet people.”
Luke Matthews’ insights on generative AI, authenticity, and leveraging LinkedIn are invaluable for anyone looking to build their personal brand.
For all this and more, be sure to tune in to the full episode over on Spotify.
