Most Effective Flop Betting Amount?

[Woolygimp]

When it comes to certain situations regarding in position bets on the flop (when you raised preflop), what percentage of the pot do you bet?

I see alot of people continuation betting 100% of the pot, and I can't understand why from an equity standpoint. A 50-70% pot bet on the flop, will acheive "nearly" the same result, and cost much less equity when called.

The only times I personally think a full pot bet is warranted is when you hold a strong hand, and there are numerous draws to better hands on the board.
Much of no-limit is about pot control, and it just seems like potting it "can" be counterproductive to that goal.

I understand if you bet 50-70% of the pot as a continuation bet, you must always bet 50-70% of the pot. As so that amount has become a pretty standard amount for me, except for when I beleive i'm against draws or hold a strong draw such as an OESFD.

So basically I'm wondering what everybodies favorite amount, and whether or not I should be potting it much more than I actually am.

Edit: I realize alot of this is dependent on your opponent's playstyle.