Impacts
Sound
Per here, lightning generates about 1470 psi (100 atmopsheres) of overpressure.
Deafening:
Per CDC, 45 psi is enough to rupture ear drums, causing permanent hearing loss.
Sound will attenuate a little better than radius-squared, but just using that for a quick model. Assuming $r_0$ is 1 meter, ${1470 \over 45} \approx 32 {r_0}^2 \rightarrow r_0 = 5.7$ meters radius. (37 feet diameter)
Knockdown:
The typical human cross-section is 3,168 square inches. Typical human body weight is 100 pounds-mass. That means typical human strength is $poundmass \times gravity = 100 \times 32.2 = 3,220$ pounds.
Converting pressure to force $ = pressure \times area$. Just glancing at the human cross-section and weight in pounds-force, about 1 psi looks like enough force to knock a person down.
Using same radius-squared attenuation, a lightning stroke will very likely knock people down out to $\sqrt{1470} = 38$ meters radius. (250 feet diameter)
How Effective is That in War?

Let's take a look at the Battle of Hastings for some sense of scale. A well-placed lightning strike among the enemy, with a blast diameter of 38 meters (about 38 yards) will very likely flatten an entire unit (about 137 men).
Even more importantly, flattening a unit every 30 seconds opens several holes in the shield-and-spear walls protecting the back lines from cavalry charges.
Or, conversely, flattening a cavalry charge before it can do any harm.
This may not kill anyone, but it creates precious seconds of neutralizing a force -- giving allies time to close, bypass, or engage stunned enemy soldiers without resistance.
How much control of the territory does this allow?
Morale
In a Battle of Hastings-like situation, a lightning-thrower (pending easy getting of the required metal rods to the targets) could knock down all of the English forces, at least once, over a span of 25 minutes.
The real battle was an all day affair. In a whole 16-hour day or beating down the enemy every 30 seconds, a single lightning-thrower could smack down the entire English army nearly 40 times.
Neutralizing the benefit of fighting from high ground
A typical soldier runs a 4 minute mile (440 yards per minute). By providing cover, a lightning-thrower can either keep enemy archers down (literally) while friendly forces advance on the high ground.
At the moment of contact between your force and the enemy, you can knock a hole in the shield wall, allowing friendly forces to walk past the no-longer interlocked shields or set spears of defenders.
Allowing maneuver
Flipping the script as the surrounded (or nearly-surrounded) English forces, a lightning-thrower could effectively halt a small force attempting to flank.
If retreat is required, cavalry or fast infantry moving to cut-off your retreat can be stopped.