What should an insurance company blog about?

An insurance company should blog about every question its buyers ask at the top, middle and bottom of the funnel, until it covers its topics more completely than anyone else. That is topical authority, and it is the whole answer.

Top of funnel captures people who do not know they need you yet: broad questions about the risks, situations and life events your products exist for. Middle of funnel captures researchers: how cover works, what affects the price, comparisons between policy types. Bottom of funnel captures deciders: is this cover worth it, what does it exclude, which option fits which situation.

The discipline is coverage, not volume. Map every entity and question around each product you sell, then answer them all in connected posts that link down the funnel towards the product page.

What not to blog: generic lifestyle content with no path back to a product. It dilutes the site's focus, and focus is exactly what search engines and AI models reward.