His best tip is #2:
Don’t trash talk a competitor.
Your product should be strong enough that you don’t have to diss a competing company. Back in 2002, an article in the Boston Herald showed up about another search engine. The article claimed that “The entire XXXXXXXXX Catalog is updated every 9 to 11 days.” I knew for a fact that wasn’t true and at first I wanted to rip that claim to shreds like a bulldog. But (with the advice of some wiser Googlers), I decided to take the high road instead of picking a fight. In fact, claims like that motivated Google to be fresher and faster. Now I believe Google has the freshest index of any of the major web search engines.
What advice would you give someone blogging for/about their own company or employer?