This won't be a full guide, but enough to get started. Someone else can extend their personal conquest favorites :)
Bulgaria - High
Bulgaria in High is an interesting faction to play, more than early or late.
Bulgaria has a central location on the map, in the middle of everything. It's
far enough away from western europe to avoid becoming embroiled in the constant
warfare there, and far enough from the conflicts in Asia Minor. And you are
just far enough away from the east that when the Mongols come, they will help
rather than hinder you, as they draw troops away from you.
The enemies around you are not very dangerous... the Hungarians are potentially
troublesome, but not that strong, and looking towards the west and the HRE.
The Byzantines are fading and not much of a problem anymore. The serbians are small, like you, and though you should keep an eye on them, shouldn't
cause many problems. The Cumans are the most problematic, but they usually
get distracted in the east and, once the Mongols arrive, will be plenty busy
without worrying about you. In short, you are a forgotten corner of the world.
Forgotten, but not for long.
Nearby as well are two very rich provinces - Greece and Constantinople - which are ripe for the plucking and will give you the finances needed to proceed with your world domination plans. And, the Bulgarians have a nice roster of sword and bow infantry, as well as access to Bulgarian Armored Pikemen (if you get to use them... I never have, apparently they are about the same as Swiss Armored Pikemen). They have some decent cavalry, including Boyars. In a way, it's like the Armenians, without the excellent cavalry, but with a better starting position and more variety in units.
GETTING STARTED
You start out with not a whole lot of troops, and none of your good ones. But there's no point in trying to rush anyways; no one around poses much of a threat. Your first order of business should be securing the rebel remains of the Byzantine empire, Greece and Constantinople. Both offer rich provinces, both in farming and in commercial possibilities. Constantinople also offers much more than that.. taking it gives you a whole slew of titles to confer, as well as a fortress and instant access to wargalleys. How you get there is up to you. But since you need money anyways, my usual order of business is to build... an emissary. That's right, we're going to do this with bribery. At least you want to bribe Greece... the general there, Leo Sgouros, is definitely worth making use of. He's got 4 command and something like 6 quills of acumen. Save him for Constantinople; you can give him the governorship of Constantinople, and them either the Patriachate (for a 6 star general with something like 8 quills) or the Captain of the Stables (for an 8 star general with fewer quills).
Bribing Greece is not something you can do right away. You might want to build a couple Bulgarian Heavy Infantry for security at first, and then forget about units for a while. These infantry are one of Bulgaria's secret weapons, and they are very good. But we need money. If you try to bribe Greece on the second turn, they will want 7000+, which you don't have. You can build a few buildings, you should build a church at least, but don't go overboard. If you keep trying every turn, some turn Greece will drop to ~3500 florins and greece will be yours (Constantinople will ask for ~11k florins). You'll need to move at least one of your Bulgarian Heavy Infantry into greece for pacification, though you can try to spawn some rebellions if you're so inclined as well and get some money that way. Build money buildings in greece - forest clearing, etc. You should be making some money now, ~700 a turn or so. Each turn try to bribe constantinople. Let crusades through if they come; they will soften the big C for you. Each turn they seem to want less, so eventually they will give you what you want.
Now you've got 3 provinces and a good base for a trading empire... or any other kind of empire you want to build. You should be pulling down ~2000 florins/turn now, enough to do just about anything you want. And so far, you haven't even had a battle. You have all kinds of options... start conquering immediately any direction you want. Build a trading empire and go for strategic conquests around the map. Reunite the Byzantine empire under the Bulgarian banner. Or various turtling methods... wait until the Mongols arrive and snipe at the Cumans back, moving into the steppes, or the Byzantines. Wait until Hungary gets involved in wars with Poland and Germany. The options are pretty open here.
SPECIAL UNITS
The Bulgarians have quite an extensive roster of unique units, and especially good bow and sword units, similar to the Byzantine roster.
Bulgarian Heavy Infantry - These are excellent sword units that in a pinch can also be used to decimate cavalry. Do not underestimate them, in the battles I've used them they are a lot like Huscarles, maybe not quite as good but close. You will lean on these a lot.
Bulgarian Brigands - These are also in vanilla, IIRC, but are still decent bow/sword combination units. Much better than vanilla archers. Can be used in combination with arbalests for best effect, they are not quite as good bow units as arbalesters, but they are better melee units.
Bulgarian Cavalry - Like a cheaper, but less effective, boyar. But since they are the best cavalry you get, you'd better make use of them.
Bulgarian Armored Pikemen - If you take Constantinople, you might actually get to build these, but with their high build requirements, you probably can't build too many. Not available until Late.
Note there are no really great spear units, but halberdiers usually fill that role for me anyways, and they are available.
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