Now I feel self aware of how many times I’m about to refer to myself lol. But, I find that it’s all about balance and, like you said, purpose. What’s the mission of the piece and how does it help or hinder to refer to one’s self?
I like opening with something personal in blog posts, maybe weave something else in throughout and say a thing or two in closing. But otherwise I like to shift the focus to my reader, using the powerful word: you.