I usually try to level up my heroes separately, ending up with 2-3 high level heroes (rest becomes governors or just idle at some point).
I spam rather lots of trained units, early game I just spam what I would classify as "Meatshields".. super easy to train, cheap wage, crapshoot units. The meatshields helps my sovereign take down various semi-tough monsters by taking most of the damage, and dealing low-moderate damage back.
Midgame is where I start seeing a slight amount of unit variety off trained units, since I will have archers, spearmen and mounted somethings.
My archers usually cost little metal or crystal, focusing on having "solid" but cheap archers.
Spearmen is usually leather-armoured spear-wielding units, costing no or little metal.
Mounted Something's... I usually max out a few units with top of the line items, chainmails for example, swords or spears and max out the traits.
Rushing out to find many heroes is never a bad idea, problem is always defense, I recommend you rush out with cheap cheap scout units, and keep your sovereign and trained units within "reasonable" distance of your cities, getting the road tech is a real boon to defense, since this will make each city interconnected and able to defend eachother with much more grace and ease.
I usually get 2-3 civic techs, then 2-3 warfare techs, and then I get road technology and grouping technology.
From there its just more units, more cities, more heroes.... MOAR! 
Sincerely
~ Kongdej